The Robinson Report: Taste – Smell

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

OK – There’s personal bias here.

Michigan.

The return to The Great Lakes State two weeks ago to share ideas with The Michigan Association of Broadcasters was special.

Not only did we share ideas, but we reconnected with longtime friends.

Beyond the tremendous conference, Lansing’s Grand River and downtown area has been revitalized – and driving through the glorious state brought treasured memories.

The Pure Michigan radio creative also came to the top of mind – mesmerizing.

YOU can taste the spots at michigan.org or click here.

Do yourself a favor – don’t watch the Tim Allen voiced TV spots.

It might soil your theatre-of-the-mind.

Listen to just ONE of their radio spots – now.

See. Taste. Smell.

See the fog lifting from the first tee at Shamrock Hills.

Taste summer melting Sherman’s Ice Cream, dribbling off the chin.

Smell the late August water, while the sun sets on Grand Junction’s Saddle Lake.

Why can’t all radio creative be like this?

These are not ads – this audio subtly draws you to the flavor of our 26th state.

And – know that superior AUDIO bests VIDEO – every time.

It can be done.

The magic is in YOUR words – as they draw the senses into the reader’s mind.

Try this.

Write creative as though Tom Hanks is your new voice talent.

With copy no more than 12 words – the number before you need to breathe.

On every piece of imaging – or advertising.

Sure, you’ll need to engage the Right Brain.

But, the cold drink from the garden hose and the smell of Grandma’s Sunday chicken will be well worth it.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink, and has coached CMA, ACM and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or robinsonradio@aol.com.

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