Hello - I have a client that has committed to long term radio, but also wants to step up their game for creative. I would love some recommendations for creative agencies that might specialize in used auto sales creative. There are quite a few companies that come up in Google searches, but I'm most interested in agencies that others have found especially creative and responsive. Thanks very much! - Andrew
I can set you up with a free trial!
(603)722-7177
at February 15, 2024 3:29 PM PST
Hi, Andrew - and congratulations on the long term deal.
I am in the process of expanding my footprint a little to serve as a creative services resource for all of Lotus Radio, my current employer, expanding past what I'm doing in Boise, Idaho. In addition to that, I'm looking for a small handful of clients outside the Lotus family. I have built a website to serve as both a demo for the Lotus kids, as well as a place to house my porfolio of work. (I've done creative services work in radio for decades, and did the same for an ABC/FOX duopoly for a half dozen years. (Radio is more fun, BTW.)
The overall portfolio is here:
https://www.famouslystupid.com
I have also prepared a password-protected page specifically for you; it contains several other automotive-category commercials including some for used. Once you've clicked around a little on the main site, if you'd like to dig a little deeper into my work for automotive, please send me an email at [email protected] and I'll provide you with the password.
Either way, best of luck finding the right fit.
dm
44.
44 months...
44 months in a row...
44 months in a row, my independent used car client renewed the monthly promotion that I created.
His business was founded in the 1970's. He is located in his state capitol. He renews every month; he pays in advance every month. The creative is registered.
Send me your email and I will share it with you. With this track record, I want to take this across America. Think: Tom Bodett for Motel 6. It's better than that because...well...I'll tell you later.
Best wishes,
Bill Oxley
at February 15, 2024 3:29 PM PST
Andrew,
A client who understands the value of radio and spoken-word advertising, has committed enough money to it, and wants to step up his creative...is pure gold! Congratulations on having cultivated this kind of relationship with him.
Can you share audio samples of what he's been doing over the last year or two? (You can upload them by clicking on "Commercials" in the Menu bar, then choosing "upload commercials.") It would be instructive to hear examples of his messaging.
Does he participate in voicing his commercials? This alone can make a huge difference in how he connects with your listeners and how he is perceived by them. Recognizing early on how valuable this client participation can be, I pushed clients in this direction for all of my 50 years in radio sales. (Up until 20-25 years ago, it wasn't a popular position to take. Commercials were, after all, the province of "professionals." Now it's more commonplace.)
When you have a client who's willing to stretch himself a bit and provide some entertainment and humor, the results can be pure gold. I have a jewelry store client who voices all of the ads I write for him; sometimes I include his daughter in them, as well. Listen to a few from this last Christmas season and you'll understand why he does so well with his radio advertising.
Creativity and consistency are both important. Get the message right and then repeat it relentlessly. You already know this, of course. This past summer I read something by adman Bob Hoffman that was so good, I printed it out and shared it with clients. I've summarized it and linked to it here, if you're interested in some geeky ad stuff.
Please share what you come up with for this client, as I'm sure many members would appreciate learning from you. Thanks, and much success to you and your client!
