{"id":10187,"date":"2016-06-13T11:00:12","date_gmt":"2016-06-13T15:00:12","guid":{"rendered":"https:\/\/iheartblank.net\/old\/?p=10187"},"modified":"2017-08-14T22:22:54","modified_gmt":"2017-08-14T22:22:54","slug":"create-campaign-not-just-spot-ad","status":"publish","type":"post","link":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/","title":{"rendered":"Create a Campaign, Not Just a Spot (or Ad)"},"content":{"rendered":"

Jeffrey Hedquist<\/a><\/span>\u00a0is back to give you another quip about keeping your advertising simple!<\/p>\n

Jeff is primarily a ‘radio guy’ and writes about\u00a0radio advertising<\/span>, but almost every article he writes can be related to pretty much any\u00a0advertising medium<\/span>. \u00a0Todays post has to do with making sure the first 5 seconds of your commercial is the most impactful.\u00a0\u00a0I’ll let Jeff explain…<\/p>\n

Every time you create a spot, think about making it into a campaign – a theme that will tie all the client’s commercials together and give them an identity in the minds of the audience.<\/p>\n

Don\u2019t go beyond the concept stage of the first spot before you ask yourself, \u201cHow would I develop this into a campaign?\u201d Then write down as many concepts for other spots in the campaign as you can think of.\u00a0 If the first spot isn\u2019t adaptable to a campaign, you may have to abandon or at least change it.<\/p>\n

Even if your client is expecting, budgeting for, or preparing to air only one commercial, always have a campaign ready. It will give you another good reason to come back to the client and it will remind them that they have a group of commercials to use on the radio to give them consistency \u2013 not to just run a one shot trial.\u00a0 It also gives you alternatives if the client turns down the first spot.<\/p>\n

A campaign can be based around recurring characters, voices, situations, attitudes, formats, styles, themes or points of view.<\/p>\n

If you\u2019ve created a single spot and haven\u2019t developed a campaign, then you may be hard-pressed to come up with others to fit with the first one, and you might have to abandon the original concept for another, losing some of the identity you\u2019ve begun to establish for the advertiser.<\/p>\n

You want to use radio\u2019s power to give your advertiser a brand, an image, a niche in the listener\u2019s mind. Give your spots diversity within the unity of a campaign.<\/p>\n

Do you have the list of 333 of the most common commercial clich\u00e9s? Avoid them and get better advertiser results. It\u2019s free. Just email me jeffrey@hedquist.com<\/a> and I\u2019ll send them.<\/p>\n

\u00a9 1997-2014 Hedquist Productions, Inc.\u00a0 All rights reserved.<\/p>\n

My Two Cents<\/strong><\/h2>\n

While ‘one-off’ ad may be fine for an event or a season, all of your advertising should have a ‘theme’ or ‘campaign’ tied to them. \u00a0Creating a different type<\/em> of advertisement for every medium can be dangerous because you’re not creating a consistency people will remember, and potentially tie to your brand or business. \u00a0One of the simplest ways to exemplify this is keeping your logo in the same spot on every print ad.<\/p>\n

Some\u00a0businesses have ‘Corporate Identity Guidelines’ so that their brand is consistent. \u00a0Which means that whether you’re creating a website, print ads or radio advertisements, you have to include certain colors, tags, and sometimes dimensions that are associated with a business.<\/p>\n

This consistency of Corporate Identity Guidelines or Advertising Campaigns is important for both (or either) iconic and echoic retention of your business. \u00a0So next time you’re planning an advertisement, make sure you think not only in the present, but also for the future.<\/p>\n","protected":false},"excerpt":{"rendered":"

Jeffrey Hedquist\u00a0is back to give you another quip about keeping your advertising simple! Jeff is primarily a ‘radio guy’ and writes about\u00a0radio advertising, but almost every article he writes can be related to pretty much any\u00a0advertising medium. \u00a0Todays post has to do with making sure the first 5 seconds of your commercial is the most impactful.\u00a0\u00a0I’ll let Jeff explain… Every time you create a spot, think about making it into a campaign – a theme that will tie all the client’s commercials together and give them an identity in the minds of the audience. Don\u2019t go beyond the concept […]<\/p>\n","protected":false},"author":1,"featured_media":10188,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[62,113],"class_list":["post-10187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-advertising","tag-marketing"],"yoast_head":"\nCreate a Campaign, Not Just a Spot (or Ad) - I Heart Blank, LLC<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Create a Campaign, Not Just a Spot (or Ad) - I Heart Blank, LLC\" \/>\n<meta property=\"og:description\" content=\"Jeffrey Hedquist\u00a0is back to give you another quip about keeping your advertising simple! Jeff is primarily a ‘radio guy’ and writes about\u00a0radio advertising, but almost every article he writes can be related to pretty much any\u00a0advertising medium. \u00a0Todays post has to do with making sure the first 5 seconds of your commercial is the most impactful.\u00a0\u00a0I’ll let Jeff explain… Every time you create a spot, think about making it into a campaign – a theme that will tie all the client’s commercials together and give them an identity in the minds of the audience. Don\u2019t go beyond the concept [...]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/\" \/>\n<meta property=\"og:site_name\" content=\"I Heart Blank, LLC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/iheartblankllc\" \/>\n<meta property=\"article:published_time\" content=\"2016-06-13T15:00:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-08-14T22:22:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/iheartblank.net\/old\/wp-content\/uploads\/2024\/04\/i_heart_blank-social.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tom DuHamel\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@iheartblankllc\" \/>\n<meta name=\"twitter:site\" content=\"@iheartblankllc\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tom DuHamel\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/\"},\"author\":{\"name\":\"Tom DuHamel\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#\\\/schema\\\/person\\\/963fdd4cdf356ecd03e10a5b03a5ce83\"},\"headline\":\"Create a Campaign, Not Just a Spot (or Ad)\",\"datePublished\":\"2016-06-13T15:00:12+00:00\",\"dateModified\":\"2017-08-14T22:22:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/\"},\"wordCount\":551,\"publisher\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"Advertising\",\"Marketing\"],\"articleSection\":[\"Business\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/\",\"url\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/\",\"name\":\"Create a Campaign, Not Just a Spot (or Ad) - I Heart Blank, LLC\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/#primaryimage\"},\"thumbnailUrl\":\"\",\"datePublished\":\"2016-06-13T15:00:12+00:00\",\"dateModified\":\"2017-08-14T22:22:54+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/create-campaign-not-just-spot-ad\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Create a Campaign, Not Just a Spot (or Ad)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#website\",\"url\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/\",\"name\":\"I Heart Blank, LLC\",\"description\":\"Website Design, Hosting, Domains & More\",\"publisher\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#organization\",\"name\":\"I Heart Blank, LLC\",\"url\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/wp-content\\\/uploads\\\/2018\\\/04\\\/i-heart-blank-social.jpg\",\"contentUrl\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/wp-content\\\/uploads\\\/2018\\\/04\\\/i-heart-blank-social.jpg\",\"width\":\"600\",\"height\":\"600\",\"caption\":\"I Heart Blank, LLC\"},\"image\":{\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/iheartblankllc\",\"https:\\\/\\\/x.com\\\/iheartblankllc\",\"https:\\\/\\\/www.linkedin.com\\\/company-beta\\\/2923283\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCYYyXBP3aBbMEbG8_VgV9Mw\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/#\\\/schema\\\/person\\\/963fdd4cdf356ecd03e10a5b03a5ce83\",\"name\":\"Tom DuHamel\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/689607554948f93da45f0aedc3ee93d1df4068bbba2c1707fa5411a68afbe9c1?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/689607554948f93da45f0aedc3ee93d1df4068bbba2c1707fa5411a68afbe9c1?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/689607554948f93da45f0aedc3ee93d1df4068bbba2c1707fa5411a68afbe9c1?s=96&d=mm&r=g\",\"caption\":\"Tom DuHamel\"},\"description\":\"Hi! My name is Tom DuHamel and I run I Heart Blank, LLC. I started my own business in 2011 but have been making websites since 2002. Before I Heart Blank, LLC I worked for a local radio station in Hackettstown selling advertising, doing voice-overs and helping local business create compelling advertising and marketing campaigns. When I started I Heart Blank, LLC my goal was to integrate the two things I was most experienced at; marketing and website design.\",\"sameAs\":[\"https:\\\/\\\/iheartblank.net\\\/old\"],\"url\":\"https:\\\/\\\/iheartblank.net\\\/old\\\/author\\\/gunnston\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Create a Campaign, Not Just a Spot (or Ad) - I Heart Blank, LLC","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Create a Campaign, Not Just a Spot (or Ad) - I Heart Blank, LLC","og_description":"Jeffrey Hedquist\u00a0is back to give you another quip about keeping your advertising simple! Jeff is primarily a ‘radio guy’ and writes about\u00a0radio advertising, but almost every article he writes can be related to pretty much any\u00a0advertising medium. \u00a0Todays post has to do with making sure the first 5 seconds of your commercial is the most impactful.\u00a0\u00a0I’ll let Jeff explain… Every time you create a spot, think about making it into a campaign – a theme that will tie all the client’s commercials together and give them an identity in the minds of the audience. Don\u2019t go beyond the concept [...]","og_url":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/","og_site_name":"I Heart Blank, LLC","article_publisher":"https:\/\/www.facebook.com\/iheartblankllc","article_published_time":"2016-06-13T15:00:12+00:00","article_modified_time":"2017-08-14T22:22:54+00:00","og_image":[{"width":1200,"height":675,"url":"https:\/\/iheartblank.net\/old\/wp-content\/uploads\/2024\/04\/i_heart_blank-social.jpg","type":"image\/jpeg"}],"author":"Tom DuHamel","twitter_card":"summary_large_image","twitter_creator":"@iheartblankllc","twitter_site":"@iheartblankllc","twitter_misc":{"Written by":"Tom DuHamel","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/#article","isPartOf":{"@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/"},"author":{"name":"Tom DuHamel","@id":"https:\/\/iheartblank.net\/old\/#\/schema\/person\/963fdd4cdf356ecd03e10a5b03a5ce83"},"headline":"Create a Campaign, Not Just a Spot (or Ad)","datePublished":"2016-06-13T15:00:12+00:00","dateModified":"2017-08-14T22:22:54+00:00","mainEntityOfPage":{"@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/"},"wordCount":551,"publisher":{"@id":"https:\/\/iheartblank.net\/old\/#organization"},"image":{"@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/#primaryimage"},"thumbnailUrl":"","keywords":["Advertising","Marketing"],"articleSection":["Business"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/","url":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/","name":"Create a Campaign, Not Just a Spot (or Ad) - I Heart Blank, LLC","isPartOf":{"@id":"https:\/\/iheartblank.net\/old\/#website"},"primaryImageOfPage":{"@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/#primaryimage"},"image":{"@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/#primaryimage"},"thumbnailUrl":"","datePublished":"2016-06-13T15:00:12+00:00","dateModified":"2017-08-14T22:22:54+00:00","breadcrumb":{"@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/iheartblank.net\/old\/create-campaign-not-just-spot-ad\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/iheartblank.net\/old\/"},{"@type":"ListItem","position":2,"name":"Create a Campaign, Not Just a Spot (or Ad)"}]},{"@type":"WebSite","@id":"https:\/\/iheartblank.net\/old\/#website","url":"https:\/\/iheartblank.net\/old\/","name":"I Heart Blank, LLC","description":"Website Design, Hosting, Domains & More","publisher":{"@id":"https:\/\/iheartblank.net\/old\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/iheartblank.net\/old\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/iheartblank.net\/old\/#organization","name":"I Heart Blank, LLC","url":"https:\/\/iheartblank.net\/old\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/iheartblank.net\/old\/#\/schema\/logo\/image\/","url":"https:\/\/iheartblank.net\/old\/wp-content\/uploads\/2018\/04\/i-heart-blank-social.jpg","contentUrl":"https:\/\/iheartblank.net\/old\/wp-content\/uploads\/2018\/04\/i-heart-blank-social.jpg","width":"600","height":"600","caption":"I Heart Blank, LLC"},"image":{"@id":"https:\/\/iheartblank.net\/old\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/iheartblankllc","https:\/\/x.com\/iheartblankllc","https:\/\/www.linkedin.com\/company-beta\/2923283\/","https:\/\/www.youtube.com\/channel\/UCYYyXBP3aBbMEbG8_VgV9Mw"]},{"@type":"Person","@id":"https:\/\/iheartblank.net\/old\/#\/schema\/person\/963fdd4cdf356ecd03e10a5b03a5ce83","name":"Tom DuHamel","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/689607554948f93da45f0aedc3ee93d1df4068bbba2c1707fa5411a68afbe9c1?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/689607554948f93da45f0aedc3ee93d1df4068bbba2c1707fa5411a68afbe9c1?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/689607554948f93da45f0aedc3ee93d1df4068bbba2c1707fa5411a68afbe9c1?s=96&d=mm&r=g","caption":"Tom DuHamel"},"description":"Hi! My name is Tom DuHamel and I run I Heart Blank, LLC. I started my own business in 2011 but have been making websites since 2002. Before I Heart Blank, LLC I worked for a local radio station in Hackettstown selling advertising, doing voice-overs and helping local business create compelling advertising and marketing campaigns. When I started I Heart Blank, LLC my goal was to integrate the two things I was most experienced at; marketing and website design.","sameAs":["https:\/\/iheartblank.net\/old"],"url":"https:\/\/iheartblank.net\/old\/author\/gunnston\/"}]}},"_links":{"self":[{"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/posts\/10187","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/comments?post=10187"}],"version-history":[{"count":0,"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/posts\/10187\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iheartblank.net\/old\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/media?parent=10187"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/categories?post=10187"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iheartblank.net\/old\/wp-json\/wp\/v2\/tags?post=10187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}