Jerry Lee: 'Engaging Commercials' The Key To Radio's Future Success
November 28, 2012 at 4:00 AM (PT)
Iconic WBEB/PHILADELPHIA owner JERRY LEE believes there's plenty of life left in terrestrial radio -- if it starts airing more commercials that are more effective for the clients. That has turned into his Engaging Commercials Initiative, which he described in this week's Power Player Interview.
"We have a client in the food industry that was running a Non-Engaging Commercial," LEE said. "After working with our team to develop Emotionally Engaging Creative, they came back on the air with us, advertising the giveaway of a trip for two to Italy -- the same trip they had given away two years prior. The only difference was the Creative. That Creative was the difference between them receiving about 700 entries for their vacation giveaway with a Non-Engaging Commercial to upwards of 15,000 entries when running an Engaging Commercial. This was in addition to growing their sales by 11% with the Engaging Commercial. That is the power of Engaging Commercials!"
The Engaging Commercial Initiative is the creation of LEE and SENSORY LOGIC Pres. DAN HILL, who is a recognized expert on the role of emotions in consumer behavior. After a reader contacted ALLACCESS.COM to inquire about HILL's webinar on engaging creative, LEE offered the connection: The Webinar can be accessed at www.WriteToEngage.com.