January 18th, 2013 by Peter Gallacher No Comments
Benefits of fresh talent casting
Although he is not a celebrity in the same genre as Brad Pitt or Robert De Niro.
In the past we have cast many voices for a variety of brands and products. However, what we often find difficult is choosing a voice that is not on every other advert that’s on-air.
What we mean by this is that radio producers, either through bad habits or lack of time tend to use the same bank of voice-overs. Meaning, many traditional radio stations will use the same voice-overs on most of their adverts.
Does this mean their adverts start to sound the same? – YES!
And why is this a bad thing? Because the listener subconsciously zones-out of the ads.
Don’t believe me? Next time you listen to a commercial radio station see if you can identify the same voice-over more than once in an ad break. And see if you can remember what any of the adverts were about.
The Casting Couch
When we recently cast a new voice for the Range Rover Evoque, we had to make sure the advert not only stood-out with creative script writing. But that we executed the brief by appealing to drivers who dreamed of owning a Range Rover and drivers who felt they couldn’t afford one.
After a sample day of various voices we made the choice to choose John. Not because he is a presenter on Classic FM but because his friendly and mature presenting style is easy-on-the-ear and friendly to listen too. Sounds simple doesn’t it? But a lot of voice-overs talk at you, not to you. There’s another thing to try and identify the next time you listen to radio ads. Is the voice-over talking at me or to me?
So there you have it…
The next time your production company insists on using the voice-over chap that’s on all the adverts everywhere.
November 8th, 2012 by Peter Gallacher No Comments
Messages on hold: The KEY to EXCELLENT customer service
HOLD – A small yet powerful word. So let’s look at the evidence…
“To hold” – This makes one think of holding close, as in wedding vows: “To have and to hold”.
“Holding on” – I’ve got you; I’ll keep you safe, I’m holding on to you. (more…)
September 30th, 2011 by Peter Gallacher No Comments
Hold music, no thanks!
Not really the kind of title you would expect from a company that sells hold music and messages is it? (more…)
September 8th, 2011 by Peter Gallacher 1 Comment
When radio makes retail sense
Did you know, RADIO makes people happy? It’s true. Retail therapy at it’s audible best, the research for the Radio Advertising Bureau found that radio listeners have higher levels of happiness (more…)
August 25th, 2011 by Peter Gallacher No Comments
Memorable radio: Loudness Vs Memorable
July 21st, 2011 by Peter Gallacher No Comments