Nick Michaels
Copyright 2014 American Voice Corp. All Rights Reserved
How do you craft your message for the over communicated world? Make it intimate and emotional. Below is a commercial for Dodge that is a perfect example of that. First look at the way it is photographed. The tight shots are very up close and personal. You are physically "close" to the subject. Then listen to what these people are saying. They are not selling anything. They are sharing "life's lessons." Now take a look at their attitude when they are speaking, they are so quietly confident about what they are saying that you cannot help but believe it. They are playful in their delivery, smiling like they know something you don't. Which they do. There are no car facts in this spot, because it is not about the product. It is about the viewer. Slam Dunk!
https://www.youtube.com/watch?v=-ncjRfmYFu4
Friday, April 18, 2014
Wednesday, April 9, 2014
THE NEW NEIGHBORHOOD
Nick Michaels
Copyright 2014 American Voice Corp. All Rights Reserved
The internet has changed the way we live, work and play in many ways. The internet shattered the concept of neighborhood as physical geography and turned it into one of shared interests. It shattered the concept of friendship as people you actually know and have met and turned it into a group with shared interests. The same thing applies to listener demographics. The internet has shattered the concept of listener demographics as an age group and turned it into a group with shared interests. The web's ever increasing amount of information and content, including the massive new audience generated content, changes the concept of the listener demo just as it changed neighborhoods and friendships.
My program, The Deep End With Nick Michaels has shown me that our demographic is not based on age. It is a niche demo based on a shared interest. Our demo is music lovers. People who listen to music a little more than most. Feel it a little more than most. Need it a little more than most. Love it a little more than most. Their ages range from 20 somethings, for whom Jimi Hendrix is new music, to 65 year olds who saw Jimi at Woodstock. A niche demo that radio and television could not afford to serve up to now because its size was limited by transmitter or satellite footprint. The internet changes that to a global footprint and that makes the niche much bigger, while, at the same time, the cost of reaching that niche has been reduced to almost nothing. In the case of The Deep End, the demo is interested in a richer listening experience.
How we market and advertise to these new demos, in the over communicated world, requires a new way of thinking. One that is based on the new neighborhood.
Copyright 2014 American Voice Corp. All Rights Reserved
The internet has changed the way we live, work and play in many ways. The internet shattered the concept of neighborhood as physical geography and turned it into one of shared interests. It shattered the concept of friendship as people you actually know and have met and turned it into a group with shared interests. The same thing applies to listener demographics. The internet has shattered the concept of listener demographics as an age group and turned it into a group with shared interests. The web's ever increasing amount of information and content, including the massive new audience generated content, changes the concept of the listener demo just as it changed neighborhoods and friendships.
My program, The Deep End With Nick Michaels has shown me that our demographic is not based on age. It is a niche demo based on a shared interest. Our demo is music lovers. People who listen to music a little more than most. Feel it a little more than most. Need it a little more than most. Love it a little more than most. Their ages range from 20 somethings, for whom Jimi Hendrix is new music, to 65 year olds who saw Jimi at Woodstock. A niche demo that radio and television could not afford to serve up to now because its size was limited by transmitter or satellite footprint. The internet changes that to a global footprint and that makes the niche much bigger, while, at the same time, the cost of reaching that niche has been reduced to almost nothing. In the case of The Deep End, the demo is interested in a richer listening experience.
How we market and advertise to these new demos, in the over communicated world, requires a new way of thinking. One that is based on the new neighborhood.
Friday, April 4, 2014
THE NEW GOLDEN AGE. THE BEGINNING OF FIERCE CREATIVITY
Nick Michaels
Copyright 2014 American Voice Corp. All Rights Reserved
These new commercials will not sound, look or feel like the advertising we are used to. They will not be restricted to arbitrary lengths like 15 seconds or 30 seconds. Some will be stories of varying lengths. Others will be like games with a high degree of interactivity. Some will allow the audience a degree of participation that actually lets them control the outcome of the message.
As the audience’s time becomes more and more valuable to them, they will become very selective about where and how it is spent. It will be too valuable to be spent absorbing a message that is merely the advertiser’s need to sell something. Messages that are not about the audience’s deepest needs wants and fears will not be welcomed or received.
Audio has a huge advantage in this area. It is an old concept about to be applied in a new way. Theater of the mind. It is what makes radio the most intimate and emotional of all mass media and if used to its fullest potential, will be the reason that audio messages will be sold at a premium to all other types.
Copyright 2014 American Voice Corp. All Rights Reserved
The opportunity is endless. Those that can hear what’s coming can barely contain their excitement. As advertising messages become forced to detach from overt, recognizable selling, a new highly creative form of advertising will begin to take over. Gone will be the pitchmen, and hucksters. Replaced by a new emotional engagement that will make the commercials far more interesting and better than the programming.
Instead of the commercials being camouflaged in the programs. The programs will be camouflaged in the commercials. The commercials are the reason the programs exist. Making them annoying or disturbing or making them about the advertiser's need is no longer an option in this new environment.
Instead of the commercials being camouflaged in the programs. The programs will be camouflaged in the commercials. The commercials are the reason the programs exist. Making them annoying or disturbing or making them about the advertiser's need is no longer an option in this new environment.
These new commercials will not sound, look or feel like the advertising we are used to. They will not be restricted to arbitrary lengths like 15 seconds or 30 seconds. Some will be stories of varying lengths. Others will be like games with a high degree of interactivity. Some will allow the audience a degree of participation that actually lets them control the outcome of the message.
As the audience’s time becomes more and more valuable to them, they will become very selective about where and how it is spent. It will be too valuable to be spent absorbing a message that is merely the advertiser’s need to sell something. Messages that are not about the audience’s deepest needs wants and fears will not be welcomed or received.
Audio has a huge advantage in this area. It is an old concept about to be applied in a new way. Theater of the mind. It is what makes radio the most intimate and emotional of all mass media and if used to its fullest potential, will be the reason that audio messages will be sold at a premium to all other types.
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