Skiboarding radio commercial

[Greco]

Since dozens of heads are better than one, if you were going to write a radio commercial for skiboardsonline.com what are some of the points you would include? remember it's going to reach a huge audience of people from non winter sports people to avid skiers and snowboarders.

thanks,

g

[allz]

at first , so there will be audience who dont know what a f*** are skiboards, so ---- need to introduce shortly what are SKIBOARDS, for WHAT they are made, who can ride (amateurs and PROs>all of ya there)

and then - need to make shure u say : SBOL is the best e-shop with the best skiboarding feeling and thinking....

[Jeff Miles]

and name off the accomplishments that skiboarding has done in the past and that goes for SBOL...and then tell the rate of progression that it is growing at....

[allz]

yes, and we are growing right now by ourselfs, not by ESPN or xGames...so, there is a POWER in us!

[McShane]

don't include to much lines!!!
make it silent/snowcrunch for 20secs, and in the final 5-10 secs put a few words like "we don't talk about it, we just go and hit the snow" or similar and name the site.

i think that would intrigue and of course make the commercial diferent from the others full of verbal lines and high sounds ;)

[allz]

getting such a SOUND - its not simple, but yes - it would be different and exactly the thing...!

want better - go harder

[Roussel]

I'll give it a shot, i had an entire course about this kinda stuff last semester.

"Looking for a new experience on the snow this winter? Try skiboarding! Their short length makes them easy to learn so you'll be ripping down the hills like a pro in just a few hours. Great for park riding, powder, or if you jsut want to hit the grooms. Visit us at SkiboardsOnline.com, we carry qaulity skiboards and skiboard equipment at great prices. That's SkiboardsOnline.com, for all your skiboarding needs."

all said with a gnarly voice. or something like that.

[kirk]

rousel, thats a pretty good one. sounds like it would appeal to a wide audience and crap, which is what a radio ad would need.

[Kirill]

I would recommend to invent some easy-to-remember slogan that could go along with skiboarding in general. And the less you say in the ad more efficient it is. Let pp memorize it.

And also there is no point of telling in the ad all info about skiboarding. Some mystery is also attractive. Seems to me an average guy would care less that the skiboards are short or easy to control, but if it "maks him look cool" he'll buy it despite the length (even 3m :)).

Nice slogan would be smthing like "Skiboarding - feel the real freedom". Freedom is what all ppl want, isn't it? ;)

If you want to include lots of description, imo, it wouldn't be really good idea. According to the theroy of PR man's mind can't concentrate on more than 7(+2)(-2) objects at one time. The ad should be clear, easy and attractive. So if I would make an ad it would be of the following scheme:

1. Make the audience fell you undestand what they want or what they problems are.

"Bored of skiing?", "Want some new experience?", "Want to be not like the others?", "Want more fun?", "What to understand waht the real freedom is?" ect. (choose 2-3 prhases like that)

2. Skiboarding is the solution

"A pair of skiboards is the only thing you need", "Try skiboarding and be amazed :)" ect.

3. Give the audience assurance you can satisfy their needs.

skiboardsonline=sbol

"At SBOL you can find best skiboards available", "Pro skiboarders have chosen SBOL" ect.

4. End the ad with some easy-to-remember slogan. And it is important cause the last part of the ad is most likely to be left in minds of the ppl.

"Skiboarding - feel that freedom. Skiboardsonline.com", "Skiboarding - free (yourself, your mind, your legs, you idontknowwhat). SBOL.com" ect.


As an conlusion. The main purporse of the commercial is to attract the audience's attention. Not to inform them. But make them interested and longing to get some skiboards. So they should understand whar skiboarding will give them. Freedom, cool look, being original ect. And we know that as soon as you start skiboarding you cant stop :)

[Ian.cap]

My two cents-

Roussel's ad idea in my opinion covers the generals about the sport in a clear and concise way. It's right to the point and hits on different aspects of the sport. It speaks to someone who is looking for ease of use and all a mountain/park has to offer them. The SBOL site is where you want them to get their answers about specifics and this copy definitely entices someone to peek at the site. After you start getting some hits from the ads and people start to learn about the sport, then you could start marketing the lifestyle side of the sport.

I would change the second sentence though –

"Looking for a new experience on the snow this winter? Try skiboarding! Unlike skiing and snowboarding, skiboards short length makes them easy to learn so you'll be ripping down the hills in no time! (or something like that)

The rest I think was good for an intro, but I changed that second sentence because with as little a learning curve as they have, not everyone will be a pro hitting rails and doing 10 foot jumps in the park their first day out. You wouldn’t want to make them sound that easy either, because if someone goes too big their first day, in today’s litigious society, someone will sue over the claim.

I would suggest mentioning it being an alternative to skiing and snowboarding. Also to point out of the hybrid nature of the sport, hence the name. Maybe end it with something like my signature? - And remember - friends don't let friends use poles.


Kirill does have some great points about marketing though. People do have really short attention spans and if you hit them with too much, they won't remember anything. As long as you say skiboardsonline.com a few times, it should work. You definitely don’t want to say SBOL in the ad though since if people just remember that, the South Bay Online people will get some hits on your dime. Also the points about marketing the “cool factor” are dead on, but since it’s such a new sport, that may be difficult. We all know how much shit we take for our “wee skis”.

Again, just my two cents.

[Jonny W]

hey G what radio station are you talking about putting this on, if its possible to have a demo day and a rail jam or expo or some shit in the same area as the commercial it could be twice as effective. if you can do that tell people to come out to it try the stuff, and see some riders killin it on skiboards.

[Greco]

yeah i was planning on doing that but italy trip fell on the same day as the event the radio station has going on. but, i can control when they air so maybe.

[adamlynam]

grec...


if you need my assistance with anything regarding the commercial or a demo day of some sort... you know im happy to help


-lynam

[phillycore]

Just my .02 here...


More than likely you'd reach your target audience (anyone who would enjoy winter sports basically) a lot more effectively with a few print ads in coresponding magazines and/or flyers than you would with a radio commercial. Not only would it be more cost effective (unless you are going with some college or local low coverage area am/ low dial fm station) you'd reach more of your target audience in the process. I ask you when was the last time you went to a website when you heard their commecial on the radio? I for one have never done it, however I would if it was something that I had a serious interest in.

Possible alternative suggestions....

Taking up some sort of print ad on flyers handed out at target mountains with their parking lot passes. ( These flyers normally stay in people's cars and more often than not end up going home with the patron. A lot of patrons will look at these for deals, etc. These are also people who have more potential to view the website than your average person listening to the radio.)

Ski and Snowboard Magazine ads....
People that read these magazines are either interested in snow sports, or have an interest in learning about snow sports. More than likely you'd be able to have a better R.O.I. within these genre's.



Not to steer you away from the radio ad idea... It just IMHO would not be worth the time nor effort over viable other options.

[Greco]

yeah i had the same thoughts but the radio station made the adds very affordable and has thrown in a ton of other things (website tie in related) to sweeten the deal so it's one of those "i'd be crazy not do it" and if it doesn't work it's a learning experience that didn't cost us much cash. don't know until we try.

g