|
Outdoor Artist Mark Heckman has created some of
the radio industries most talked about Billboard
campaigns. You have probably seen some of his
best creations featured on the cover of Radio &
Records. Mark Heckman's uniqueness is his
ability to use outdoor to promote radio stations
in timely, topical and irreverent ways that
emotionally connect with audiences. Mark created
over a dozen high impact topical campaigns for
Pinnacle's Ken Benson while programming day to
day and serving as a Group Program Director.
Today, Ken asks Mark Heckman 10 Questions on
"How to Effectively use Outdoor to Promote Radio."
| Effective Outdoor |
 |
Is Outdoor best suited for creating Brand
Awareness or a Call to Action?
If done properly you can achieve both.
What are a few trade secrets you can share
with us to create effective outdoor?
You can never be too creative.
In your experience, what should you consider
when choosing an Outdoor medium (posters,
transit, billboards)?
I'll take one billboard with a great idea over
1,000 posters.
What are some your favorite campaigns and
why?
Father Knows Best, Nun Better. Funny and garner
attention.
|
| Get Creative |
|
What are some of your favorite outdoor
campaigns for other products?
The Nashville Predators hockey team used Country
Music Celebrities and blacked out one or two
teeth. It was very funny.
Are there any Colors that are better suited
for outdoor?
Colors aren't as much of a concern as
contrast.
I heard a long time ago, that you should use
no more than 7 words on a billboard. Is this
true?
Yes. K.I.S.S. - Keep it Simple Stupid.
What's the shelf life of an effective
campaign?
Great ones are timeless, like this Pink Floyd
campaign.
What's wrong with most Outdoor you see
today?
It lacks creativity. It's not fun and it's
boring. Most advertisers would rather pay for an
extra showing instead of investing in
creative.
What is the most effective way to use
Outdoor?
Use Mark Heckman Art.
|
| Mark Heckman |
|
|
Mark Heckman is a recognized leader in outdoor
advertising design. His designs have been used
by a variety of major companies; including Clear
Channel, The Body Shop, FedEx and Pepsi. You can
reach Mark Heckman Art at +1.616.866.6997 or
www.markheckman.com
Mark Heckman's Website »
|
| In Our Next Email... |
|
In our next email, Rosler Creative's Peter
Rosler shares tips on maximizing your next TV
campaign.
|
|
| Danish Radio Days - A Festival for Radio People |
 |
Attending Radio Days 04 in Copenhagen 30 Jan-1
Feb? Join Tracy Johnson, VP of STAR 100.7 San
Diego and the author of 'Morning Radio' and
'Morning Radio II" for "The Art of Morning
Radio". Tracy will be sharing the results of
Pinnacle's exclusive "Digital Content Analyzer"
sessions from the top-rated Jeff and Jer morning
show.
DIGITAL MUSIC TESTIf you haven't yet
discovered the DIGITAL MUSIC TEST
from Pinnacle Media Worldwide you have not explored
just how empowering music testing can be. Unlike
traditional paper & pencil auditorium testing, the
DIGITAL MUSIC TEST(tm) is 100% digital - using
interactive, dial technology. The DMT(tm)
harnesses
true emotional responses from your respondents
rather
than intellectual answers you get using paper &
pencil
testing. Plus..you can take advantage of the DMT
as a
mini-perceptual study with dozens of strategic
questions, as well as music. More songs...more
questions, more accurate, & more reliable! Find
out
more by visiting www.pi
nnacle
mediaworldwide.com
OnlineTRACKERAs you know, traditional
call-out research is becoming more and more cost
prohibitive and at the same time, maintaining
the quality you need is clearly an issue, as
well. Then there are the TeleZappers and
"DO-NOT-CALL' lists that make it even more
difficult. Fortunately, Pinnacle Media
Worldwide has been developing an answer for the
past few years.
OnlineTRACKER(tm)
actually enables you to build and market to your
permission-based database and collect your
weekly music research data - at your listener's
convenience, rather than your own. See why
stations all over the world have begun dropping
call-out and conducting their
weekly music research online with
OnlineTRACKER(tm). Take our self-guided online
demo and ask to try OnlineTRACKER(tm) free for
90-days at your radio station!
Try OnlineTRACKER Now!
|
|
