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Radio on Main Street from the Radio Mercury Awards:  What Makes a Great Radio Commercial

What makes a great radio commercial?  We put that question to the attendees of The Radio Mercury Awards held May 31st at the Cutting Room in New York.  The Radio Mercury Awards is the only competition exclusively devoted to radio and was established in 1992 to encourage and reward the development of effective and creative radio commercials. This year’s theme was “Sound Makes the Story.”

In this special edition of the Radio on Main Street Podcast, we turned on our microphones as our guests gathered for this year’s event and asked them to share with us, what makes a great radio commercial.

It’s About the Connection

Photo courtesy of Tammy Greenberg

Author: Annette Malave, SVP/Insights, RAB

On May 29, Starbucks closed over 8,000 company-owned stores for anti-bias training.  This closing was prompted by a racial-bias incident which took place in April.  Since that time we have all watched Starbucks working hard to protect its brand and maintain the strong connection they have with their consumers as a “third destination between home and work.” This connection is the very essence of their business model according to their website: “We make sure everything we do honors that connection – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly.”

Using videos as the training platform, Starbucks employees (or “partners”) heard from Starbucks Chairman Howard Schultz and board member Mellody Hobson.  Also on the agenda was Common, a well-known hip-hop artist, actor and activist — underscoring the value that a respected personality/celebrity from the community brings.

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