Gospod Bud Stiker, takoimenovani “The Radio Professor”, dolgoletni direktor mednarodne divizje RAB USA, ki je zaslužen, da se je po svetu odprlo izjemno število Radijskih oglaševalskih birojev, od Finske do Južne Afrike. Je izjemen radijec, najb diamanten učitelj trženja radia in najbolj ponosna sem, da ga lahko sedaj imenujem za svojega prijatelja! Tako, to so Budove besede za naju z Ano, uživajte, medtem, ko jaz postajam rdeča kot kuhan rak. Hvala Bud.

Nenad Glodović – Neša, mlad, talentiran, izjemno čuteč radijec, zvezda jutranjega šova NAXI RADIA iz Beograda. To so Nešine besede, medtem, ko sem se jaz že stalila v rdečo barvo. HVALA!

Yours,

deeply touched Lenja.

Paparazzi so bili na delu tukaj!

Na RADIOlucijo, ki bo radio postavila spet nazaj na rdeči tepih!

Vaša radio girl.

Lenja

p.s. Evo nas – united nations of radio v Hotelu Mona, na Zlatiboru!

Krogci v logotipu RAB SRBIJA simbolizirajo zgodbe radijskih postaj članic, vsaka RABu doda svoje barve, a vse skupaj tvorijo en veliki R. R za RADIO, ki mu želimo vrniti vlogo, ki si jo zasluži!

Imagine for a moment that you are a different person.

You are somebody else.

You are a man in his mid thirties. For the past five years you have been married to the love of your life – your childhood sweetheart. Things were good. Three years into the marriage and you welcomed a beautiful baby daughter into your life. She became your angel and meant the world to you.

Then the fabric of your marriage began to fall apart. You and your wife no longer laughed together; you stopped looking at each other and the words just dried up.

The pressures of work became intense and eventually you ended up losing your job. Finding work in your area became increasingly difficult.

All of a sudden your perfect life had been turned upside down and money was running short.

Your decide, along with your wife, to separate. Giving each other time away may salvage the relationship.

The one aspect of the separation that pulls hardest on your heartstrings is the fact that you will not see your precious little daughter as much. That’s the most difficult part. No longer will you be there for her at breakfast every day, or to dry her tears after a fall or to watch her as she learns to ride a bicycle for the first time.

The only work available to you is on the other side of the country and you move. You move away from all that you hold dear and the people who shaped you world.

Thankfully you still get along with your wife and she regularly phones so that you can speak to your little girl. You also get to see how she is doing through e-mailed photos. That’s your way of communicating. The thoughts of her one day forgetting you are ever present. You watch her from afar as she grows up.

Now imagine you are this man and you are driving to work in your car. It’s a cold, rainy morning and as you pull out of the driveway, the radio clicks on to your favourite station.

The presenter says: “This is XYZ-FM, on the way a really emotional song that some dads might be able to relate to and it includes the line: ‘I missed her first steps, her first words
And I love you Daddy is something I seldom heard
Oh it hurts me so to watch my girl grow up in pictures’. Alabama, ‘In Pictures’, is next, on XYZ-FM”.

How would you feel when you heard this? Emotional? Probably. Sad? Definitely. Not alone? Undoubtedly.

I’ve used the above fictional example of a man in his car listening to the radio because earlier this week, when I was listening online, I heard this exact talk break from a country station in the USA. I stopped listening after that because I knew it wasn’t going to get any better.

What a link!

Do you see what the presenter did in this link? He connected. 100% connected. This was almost the perfect talk break.

Country is the kind of format that makes a link like this possible – lots of songs about real life and real situations. It’s perfect for reaching out and mirroring your audience on different levels.

However, you don’t need to work on a country station to find the connecting point between the listener and the station.

The presenter in question here used an old country technique, which is to find one song an hour and pinpoint a powerful lyric. Use that lyric to highlight the message in the song and create a relationship between you, the music and the listener’s life. If you work any music format though, you can probably use this too. Naturally, knowing your audience and what they believe in and what interests them, will influence how and when you do this. Pushing those emotional buttons every now and then is a great way to bond.

“On the way, a song all about what it’s like when you fall in love for the first time”

“Coming up a song that sums up the Credit Crunch”.

“On the way, a song about leaving your home for a long time”.

Whatever your angle and whatever the song, it doesn’t matter. What matters is using the song, the lyric or the message to create a bond between you and your listener.

“He knows me so well”, the listener thinks. “Hey, that song is all about my life my life at the moment”. “I have to buy that song, it was perfect”.

Go back to the man in the car. He’s now listening to ‘In Pictures’ by country band Alabama and he ‘gets’ it.

He also gets the fact that if somebody else wrote a song about his situation, then he’s not the only person in the world to have gone through this, or felt this way.

He’s not alone. That may be a nice feeling for him and the presenter that played this song may become a friend, of sorts.

Can’t ask for much more than that as a radio person.

Brian.

ROBeki smo tukaj za vas in imamo uh, ja, sweet sweet metode, kako se ognete WRITER’s BLOCKu in nikoli več ne strmite v prazen list papirja!

CMOKA

ROB.

22 minut kasneje.
Black Martini pub na Covent Gardnu je katastrofa. Tipičen primer filozofije blagovne znamke, ki teka na kratke proge. Vsi natakarji so tujci, ki se menjavajo na nekaj mesecev. Vsi gostje so tujci, ki se menjavajo na nekaj ur ali dni.

Kje je tista “tajna veza” med njimi? Ni je. In iz tega razloga so nas tudi tako obravnavali.

Pogled v oči? Nasmeh? Opravičilo, ker smo čakali na mizo 17 minut? Dajte no, zakaj vendar? Saj nas ne bodo nikdar več videli! Za nami prihaja še kakšnih par miljonov Tonyjev, An in Lenij, ki jih zaslepi vibe Londona in ga skušajo srkati na vsakem koraku ter pozabijo, da je mnogo stvari le lepa fasada.

Black Martini sindrom imajo žal mnogi oglaševalci in moje radijsko srce je tako žalostno, ko vidi kolikokrat se zaletijo v kratkoročne oglaševalske pakete na radijskih postajah, ki so kratkoročni in ne prinesejo nič razen stavka: “Radio ne učinkuje!”

Lubeki moji, prosim, odločite se započasno, predano dvorjenje in ne za one night stande z vašimi strankami. Zadeva je simple: Kratkoročne akcije imajo kratkoročen efekt, ampak dolgoročne akcije imajo ______________ efekt. SUPER.

Torej smo za blagovne znamke, ki se tetovirajo v misli in srca ljudi ter okus po njih nikoli ne zbledi! BRAVO.

Ponosen na vas.

ROB.

Goosebumps? Perfect! You still have the radio heart beating strong!

Your,

radio girl Lenja

Tony Hertz, guru radijskega oglaševanja, član žirije Radio Lions Jury na festivalu v Cannes-u, predsednik žirije Festivala Golden Drum – Golden Drum Media Jury, predsednik Radio Jury Moscow International Festival, pravtako predsednik prve radijske žirije na Asia-Pacific AdFest na Tajskem in direktor hertzradio.com!