It’s a project he’s been working on for years and now WBEB Philadelphia Chairman Jerry Lee is making his Advertising Effectiveness Program free for Philadelphia advertisers that spend $12,000 or more a year in radio. Hershey Entertainment and NRG Energy have already taken advantage of the program. The idea is to help radio advertisers create commercials that produce results.
Lee believes that radio has only touched the surface of what it can deliver for advertisers and brands. “This program can be a game-changer for advertisers, for agencies and for radio as a whole. It uses proven research methods to create better commercials that create emotional connections with listeners and drive consumers to action. Radio is extremely powerful and if it takes a bold action to make people realize it, then that’s what we’re prepared to do. This is an investment we are willing to make because we know it will pay off for everyone.”
Lee is partnering with nationally-renowned testing firm Sensory Logic to implement the program and make recommendations on how to increase engagement and effectiveness of the advertisements. The testing program utilizes lessons learned from facial coding to help advertisers create more engaging commercials for radio, which still has the largest weekly reach of any medium, including television.
Here’s what the advertisers are saying:
“Under Jerry’s leadership, MORE FM’s Engaging Creative program has been very useful to us in maximizing our radio ROI.” said Kristen Leitzel, Senior Manager of Marketing at NRG Retail East. “In the past year, we have used it to develop two radio commercials for two different products, and in both cases, we received great feedback on how to improve the scripts to make them more effective. The feedback from Sensory Logic is very specific, which makes it particularly helpful to our copywriters.”
“Our team at Hershey Entertainment & Resorts couldn’t be more pleased with our partnership with MORE FM and Sensory Logic on raising the quality of our radio marketing,” said Marco Ceo, Creative Director at Hershey Entertainment and Resorts. “The feedback we received through the Engaging Creative process sparked bigger and better ideas for our radio content and has transformed how we market ourselves in this increasingly important medium.”
Lee is making all of these resources available for free to any advertiser in the Philadelphia region who spends a minimum of $12,000 on radio advertising. It is a first of its kind program offering free research-driven feedback to determine the effectiveness of creative.
Jerry Lee has staked his success on genuinely serving his advertisers, and the results are indisputable. He actually walks the talk.
Since my own plaintiff wail has, for years, been about how radio creative can be adjusted or generated from whole cloth by applying very specific strategies and methodologies, I would appreciate reading (or hearing) some examples.
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