Krash Creative Solutions Blog

Sing For Your Advertising Success

2011-06-01T14:49:00.000-04:00

You know that song you just can’t get out of your head? It might rock, it might swing, it might even lull you into a Lazyboy, but once it’s there, it will NOT go away. Like Producer Trent at an all-you-can-eat buffet…

Academics have been studying the link between music and memory for some time. Testing has proven that music stimulates the parts of the brain where we store both short-term and long-term memories. The link between music and memory is so strong; scientists are considering the benefits of music therapy to improve the quality of life for Alzheimer’s patients.

We are not rocket surgeons here at Krash Creative Solutions, but we know a powerful creative advertising tool when we hear it. Always looking for new ways to glue a message in the listener’s brain, we’ve developed a technique that Producer Chadd calls “Anti-Jingles.” Anti-Jingles ARE music, they ARE sung, but that’s where their similarity to regular jingles ends. Anti-Jingles are fun. Anti-Jingles are catchy. Anti-Jingles ARE MEMORABLE. And if even the most mundane music can stick in your head, GOOD LUCK prying one of these out of your brainpan (trust us… we speak from experience)!

Listen to Anti-Jingles in action at Don Williamson Nissan, then ask Krash Creative Solutions to create an Anti-Jingle to brand your business. We’ll make your business unforgettable!

Advertising Strategy - Consistency

2011-03-05T14:57:00.000-05:00

Imagine innocently driving down the street… BOOM, your tires all blow out at once. You swerve back and forth, trying to maintain control. You finally manage to wrestle your car to a safe stop, and as you’re catching your breath you hear, “OUT OF THE CAR… NOW!” Looking out the window, you realize that your car is surrounded by Firemen, holding guns, pointed at YOU.

“What seems to be the proble..?”

Wham! You’re pulled from the car and thrown to the ground. “You have no right to retain loudness...”

“Whoa! Hold on, there must be some mistake!”

“Oh yeah, there was a mistake all right. YOURS! We’ve been chasing you for miles!”

“Hang on, I didn’t see any lights… or, ah, fire trucks?”

“Lights? Buddy, you’re telling me you didn’t hear us yelling, ‘Speed up?’”

“Ahh, no? Listen, whatever I did…”

“Don’t pull the innocent act! You’ve been running green lights since 1st. Street!”

“Running… green..?”

“Buddy, you’re trying my patience! Are you telling me that you weren’t sitting through all the red lights on purpose?”

“OK, hold on, wait a minute, since when does red mean “go” and green mean “stop?”

“It was changed earlier today, Sir.”

“How was I supposed to know THAT? I heard nothing about it!”

“Ignorance of the law is no excuse, Sir. Please get on the back of the bicycle, we’re taking you to the yogurt shop…”

Just as they’re slapping the blood pressure cuffs on you, you wake up. Weird dream. But it does make a point. What if all the rules of the road that we take for granted, all the consistencies, suddenly changed without notice? At the least, it would be confusing, at worst, life-threatening.

Consistency is one of those things you don’t notice until it’s not there. Back to cars, for instance… have you ever driven a car in a “left side of the road” country? All those years of driving “the regular way” are hard-wired into your brain, and suddenly none of your consistent responses feel right. We’ve known people who don’t even try; it’s just too much for their minds to process.

The importance of consistency seems obvious, yet many advertisers ignore the need for it. You’ve probably noticed (or worse, haven’t) that some companies change their logo, positioning statement, sometimes even their name, with nearly every commercial they put on the air. It’s both confusing for potential customers and life threatening for their business.

There’s an important distinction between freshening up your message and reinventing your brand. It’s vital that your offer is frequently updated to keep it compelling. But what you wrap around that message… your brand, your style, your “feel,” if you will, must be consistent, if potential customers are going to easily associate the message with your business. And since the experts tell us that the average person is exposed to anywhere between 250-3000 advertising messages a day, making it simple for the consumer to “pick you out in the crowd” is essential!

Krash Creative Solutions is committed to keeping your message fresh, while your brand remains up front and consistent.

It's EASY Being Green

2011-02-22T17:22:00.005-05:00

Nearly every behind-the-scenes story about the latest Hollywood blockbuster features video of actors jumping around in a room painted bright green, followed by video of the same actors jumping out of the way of a monster/robot/exploding tanker truck. In fact, we see it so often that we accept it simply as “the way movies are made,” without considering how, exactly, actors migrated from the green room to ravaged New York/Outer Space/flaming I-40. The actual process IS movie magic… but it’s not just for movies any more!

It’s called green screen, or blue screen, or color keying, or even Chroma keying, but whatever you call it, the technique was first developed all the way back in the 1930’s. Hollywood studios were looking for a way to create special effects for movies that would otherwise be expensive or simply impossible to film by traditional means. Today, green screen is a standard, essential tool… not just for over the top special effects in movies, but also as a way to put TV news and weather people in front of “virtual sets” and weather maps.

While the technology has been refined over the years (and taken to a whole new level with the use of computers), the basic concept has remained the same. For example, here’s how a filmmaker might use green screen. The actors are filmed doing their thing in front of a wall painted solid green. Their performance is then laid over the top of a background image, and with the help of some technical computer voodoo, the green wall disappears. POOF! The actors are acting in a Grand Canyon-sized bowl of Jell-O filled with break-dancing cows…

Here’s the exciting part. Green screen isn’t just for motion pictures or Television weathermen anymore. Krash Creative Solutions now offers green screen technology to our video clients. Check out the virtual set and wheel of floating cars our spokesperson interacts with in our recent commercial for Alliance Nissan… all made possible with green screen:

Green screen is a powerful tool that will make your commercials stand out from the rest, and thanks to Krash Creative Solutions, it’s easy… and affordable!

Beach Ball Free For All Video

2009-08-04T18:28:00.006-04:00

We've been working with The Wolf San Francisco since their launch both with their radio imaging, and we've recently been mixing their video imaging.

You can use video imaging to enhance your promotions, and create a stronger online impact. Online video is the single fastest growing segment of the web.

Our most recent project for The Wolf was the recap video for The "Beach Ball Free For All."

The Radio Imaging iPhone App

2009-06-17T22:29:00.003-04:00

If Radio Imaging had it's own iPhone App this would be it, and I guess it would have to be called iMaging.

Our app would feature all the top country radio voiceover talents like Ann Dewig, John Willyard, Steve Wood, and Jack Murphy, and they'd all be available as often as we liked for ... 99 cents? Sounds good to us!

Young People Watch More Online Video Than TV

2009-06-12T10:08:00.004-04:00

Entrepreneur.com is reporting on a phenomenon we have been discussing for quite some time, the massive growth in online video.

Just this week we were on a conference call with Jaye Albright sharing the news out of Nielson Media that online video usage is already up 53% in 2009. Time spent watching video has increased for the average American to nearly five hours per month. Over 67% of internet users watch online video now.

According to Entrepreneur in the last quarter of 2008, "young people began spending more time watching online video content than watching television."

As an advertiser this means now is the time to jump into online video advertising. You can do it on your own web site, or by buying ads in other videos.

As a web site owner this means now is the time to integrate online video into your design. Develop video content that can integrate advertising. Sure there's the tried and true pre-roll ad where an ad plays before the selected video, but as a user we find this annoying.

A better idea is to integrate the advertising into the video itself, similar to product placements in TV and movies. Some great examples of ways to integrate advertising into web videos can be seen at RadioAmmo.com

R&R Subscription Anyone?

2009-06-09T11:16:00.004-04:00

It was shocking news last week when R&R up and closed it's doors on the broadcast industry. The paper had been the paper of record for broadcasters since I can remember. The news must have been even more shocking to those talented folks on the inside who presumably were blindsided with the news. Some of whom must have been working in the accounting department... Because what shows up in our mailbox today? None other than a renewal invoice for the now defunct R&R. Talk about a tough sales pitch!

Ummm, no thanks we're good.

Where Have All The Bad Singers Gone?

2009-06-04T09:44:00.003-04:00

They're still here, but through the magic of Pro Tools and a plug in called Auto Tune they're off key notes are magically disappearing.

Auto Tune is probably the single most used plug in ever, now in use on almost every song released. It's use is so over done, this blog actually tracked the Top 10 worst examples of Auto Tune abuse. This list includes Dixie Chicks, Avril Lavigne, Uncle Kracker, Rascal Flatts, and more.

PBS Science is a doing a story on Auto Tune, showing how it works, why it works, and even more fun the host of the show will do some incredibly out of tune singing that Auto Tune will attempt to straighten out. Will it get the job done? My guess is yes.

Here's the trailer for the upcoming show that airs June 30th.

Topic: Creative Radio

2009-06-03T09:43:00.004-04:00

The term genius gets thrown around a lot, but in this case we have to agree with renowned radio consultant Jaye Albright who says "our special guest on our next client conference call will be production genius Krash Bassett." Wow, thanks Jaye for the major props!

Seriously, we will be on the Albright & O'Malley client conference call discussing radio production, radio imaging, creative radio spots, and sharing some ideas regarding creative marketing and advertising next Tuesday June 9th.

If your a client of A&O call in and participate. We'd love to catch up with you and stimulate the creative side of your life. We've got several video imaging projects we'll share, and of course tons of great radio imaging too! Won't you join us?

Client Relationships Video

2009-06-01T11:44:00.003-04:00

Comedy is funniest when it's true, and who hasn't dealt with clients just like these people. How do you handle them when they come up?

Angry Ads, All The Rage

2009-05-15T14:42:00.003-04:00

Have you noticed a little more rage in TV and Radio advertising? It's no wonder, as companies like Kodak, Pepsi, Miller, Harley Davidson are all departing from touchy feely advertising styles and trying to capture the venom their customers are feeling towards greed, and billion dollar bankruptcies. Read more about the "Ad Rage" phenomena here.

"The idea is to respond to this climate of fear and worry and "What's going to happen?", with a campaign that will strike an emotional chord."

Are your ad campaigns tying into these new social dynamics?

Are you updating your ads regularly to keep pace with the environment?

We can do a quick evaluation of your ad campaigns and give you thoughts from our Addy Award winning creatives on ad copy, ad placement, ad production, and more. Reach out to us, we don't bite.

When I Grow Up

2009-05-15T11:21:00.002-04:00

I want to work in advertising. You may not after watching this vid from The Meycocks Group. It's a funny spoof of Monster's "When I Grow Up" campaign, and the video was used to open up the Addy Awards advertising competition.

Krash Creative Solutions producers have won multiple Addy Awards, and we're big fans of the show.

Radio Imaging Rates

2009-05-14T09:11:00.002-04:00

No matter what business your in, be it lawn mowers or tax prep it is always a great idea to assess your pricing against that of your competition. Price yourself too low, and you'll lose out on valuable revenue to grow your business and probably find your company swamped with work yet unable to pay the bills. Price yourself to high, and you'll lose out on valuable revenue as people choose other businesses with a more competitive rate structure.

The radio imaging, and video production businesses are no different. And every year we send out our band of secret shoppers to peruse the marketplace and see what the others are charging.

The results this year have been fascinating.

Because we know radio stations are battling cost control issues, we have not raised rates in nearly two years on our radio imaging packages. The other guys in our field have not been so kind, as rates on their products have escalated to $250 per page and higher. A price at least 30% higher than our highest cost packages. Are you paying too much for your radio imaging? Check in with our crew to find out.

What our research is showing us is that not only our we one of the most cost conscious radio imaging companies around, our investments in Pro Tools HD equipment, Final Cut video editors, and the manpower to run a 24/7 operation are virtually unmatched.

If your feeling a bit "short changed" by your current imaging company, there is a better way.

Crystal Award Winner

2009-05-04T13:26:00.004-04:00

We couldn't be more proud of our client in Colorado Springs, Colorado - Clear Channel owned KKLI "K-Lite 106.3" - as they picked up the prestigious Crystal Award from the National Association of Broadcasters for outstanding community service. Could it have been the promo production that pushed them over the top? They didn't mention it specifically, but we're sure it was a factor! :-)

Congrats to you David Black, and the rest of your team on this big time accomplishment. In case your like us and wondered what a NAB Crystal Award actually looks like - here's the pic.

Why Ads Don't Work

2009-04-17T11:44:00.003-04:00

The key to any ad campaign is a connection made between company and customer. Everyday we see ads that simply don't work. The reasons are many, wrong target, wrong message, wrong tone - All the above.

Check out these humrous videos from Iron Creative to see exactly what I mean (and have a great laugh).

When developing your campaigns remember, it's not only what you say - but who you say it to that matters. Make a connection, with the right message, at the right time.

New TV Spot - Stress Medics

2009-04-16T15:47:00.005-04:00

We recently wrapped up work on a new TV Spot for Stress Medics and wanted to share it with you.

This was not an expensive ad to produce, and the results speak for themselves. Are you ready to advertise on TV? Let Krash Creative Solutions do the heavy lifting and produce a TV ad that will get you results.

Links for 2009-03-10 [Digg]

2009-03-11T00:00:00-07:00

Buyout Imaging Library
Couple new buyout imaging libraries, one from Big Fish and one called REVOLT. Great radio imaging tools for those who hate to barter.

Buyout Imaging Library

2009-03-10T10:13:00.005-04:00

Stations, and producers looking to add to their arsenal of radio imaging tools without the burden of barter have limited options. Big Fish Worldwide has some cool imaging work parts that are worth checking out.

Another option worth hearing is the buyout imaging library REVOLT. It's two audio discs, and one CD-Rom (with every cut in .wav format) of hits, noises, mashes, beds, logos, coins, phones, and many other cool imaging sounds you can use today. Give the demo a listen. REVOLT has been picked up worldwide, including it's most recent affiliate -Virgin Radio in Amman Jordan.

If you want to order the buyout imaging library REVOLT, you can do it right here through Google Checkout.

Graphic Design Team

2009-03-09T13:21:00.006-04:00

The radio station web site means more and more to the company bottom line everyday. Are you struggling with ways to keep it fresh, and good looking?

The graphic design team at Krash Creative Solutions is putting out some tight looking custom graphics for a handful of radio stations, but is always looking to grow. As you'd expect we're fast, affordable, and eager to grow with you.

Here's a sample banner ad our team recently developed for a radio station in South Carolina.

Can we help you?

Brian James Dies

2009-03-06T11:47:00.003-05:00

We were saddened to get this news through our friends at Voice Over Universe:

"One of the most recognized news affiliate/radio imaging voices around, Brian James has died at 48 years old. Brian James was part of the Voiceover Universe family, and heart goes out to his friends and family."

We have worked with Brian for many years and wish to send our condolences to his family. He will undoubtedly be remembered as one of the best voice over talents in the history of radio.

You can read more about Brian, his life, and history on his website.

Small Business Audio & Video Solutions

2009-03-05T21:48:00.004-05:00

"Small businesses looking to add audio or video to their websites can count on Krash Creative Solutions."

Those are the words of new Krash client Mary Lou. She is a small business owner who frequents the Krash audio studios in Raleigh, NC to record training sessions that her company is distributing on the net. These audio recordings are essentially podcasts featuring her voice, and others narrating stories and providing audio lessons in her field of expertise NLP.

Mary Lou says she looked all over the internet and tried recording at a few other studios before finding us. Though she's excited to have finally found us, she said it wasn't easy. She googled terms like audio production studio Raleigh, audio solutions Raleigh, and small business audio, but only found studios that she says "weren't that interested in working on her budget."

Well we know all about budgets, and small businesses. Our mission is to be a partner to small businesses and to help them get off the ground with innovative audio and video solutions. We're helping small businesses implement audio to their websites through podcast recording, radio ad production, telephone prompt recording, etc.

Video is even more exciting for small businesses as it's very affordable to create videos and deploy them on the web. One such solution for small business is making a video that simply explains their company. Who they are, what they do, and why they do it. It's a great way to connect with your customers.

Have you been wanting to start a podcast, but don't have the right equipment? Let us help. We can record your voice, edit the tracks down tight, and add music and SFX too. We can have you sounding like a pro in no time.

Other options for small business owners include TV spot production, radio spot production, audio for your website, voice mail greetings and lots more. Don't settle for a static, boring website. Bring it to life with audio and video elements. It's easy to do!

Ad Agency Cuts

2009-02-26T10:14:00.003-05:00

The News & Observer is reporting that lower ad spending is affecting at least two Raleigh Ad Agencies.

The King Partnership, a Raleigh ad agency and their subsidiary Capstone production group lays off another five, leaving it with just fifteen employees from a peak of nearly 40. Read the full N&O story here.

RBW ad agency fared a little bit worse as they end up completely shutting down. The 24 year old ad agency filed for Chapter 11 bankruptcy protection in January. RBW's roster of clients included BB&T, Biscuitville, Cort, & Dollar Tree. Read their sad story here.

Though ad sales have certainly slowed, we're seeing an increased interest in affordable ad production. As this years Doritos ad in the Super Bowl proved you don't have to be a mega production studio to turn out great work. That Doritos ad cost 1/5th of standard mega agency production costs.

What clients want now more than ever is a faster, better, more affordable production source they can trust.

Chadd Speaks

2009-02-24T09:42:00.006-05:00

Krash Creative Producer Chadd Pierce was recently a guest on a Radio Creative Land podcast and discussed all things creative, including radio imaging, and TV & Radio Ad Production.

Chadd's portion begins about 23 minutes into the episode.....

Chadd Pierce Interview on Radiocreativeland Radio

Listen intently, and learn more than you ever wanted to know about what happens behind the scenes at Krash Creative Solutions.

Super Bowl Win For Indy Ad Agencies

2009-02-02T11:01:00.003-05:00

The Super Bowl is inevitably wrought with winners and losers. Yes on the gridiron, but also in the ad world. Super Bowl ads command massive fees, and therefore expectations run high. Budweiser Ads have won this prestigious event 10 years running.

Shockingly the big ad winner in this years Super Bowl wasn't produced by any agency on Madison Avenue. Rather a couple of independent producers with no agency affiliation have claimed the top prize.

How did they even get here? Doritos sponsored a national contest to "create your own Doritos ad." The finalists were narrowed, and the winner got their ad played during the Super Bowl. As if that prize wasn't cool enough, according to USA Today, they have taken the top prize as the most liked ad of the big game.

Big ad agencies should consider this as a warning shot from smaller independent firms that you don't need a multi million dollar budget to create a great TV ad. You need a great idea, to create a great TV ad.

Are The Ads Watching You?

2009-01-30T14:07:00.003-05:00

Ever wondered if the video display ads in shopping malls, and health clubs are watching you watch them? Your sense of paranoia is profound, because in some type of George Orwell moment - YES the digital signage is watching you watch them.

"The concept is reminiscent of the science-fiction movie "Minority Report," in which Tom Cruise's character enters a mall and finds that retinal scanners identify him and prompt personalized ads that greet him by name."

These companies are gathering all kinds of useful information on who watches what ads, how long they watch, etc. Almost more useful to them is who isn't watching the ads, and what do they walk away from.

Read the entire article here.

Super Bowl Promo Voice

2009-01-27T11:07:00.000-05:00

So who is the lucky guy to be doing the voice work for the Super Bowl promos this year? After a thorough cup check, we've discovered it's not a guy at all. Your Super Bowl Promo Voice for 2009 is none other than our great friend Ann Dewig.

We have worked with Ann since her days as a producer as DC101, and as she steadily built her voice into one of the most sought after in her field. Clients include Ford, ESPN, CNBC, etc.

Congrats Ann on this great achievement, you are most deserving.

Links for 2009-01-14 [Digg]

2009-01-15T00:00:00-08:00

Are You Paying Too Much For Your Radio Ads?
Advertise on the radio like the mega corps do with low ad rates, even just a few dollars per play in major markets. This example showcases an ad buy in LA, San Francisco, and Sacramento California where radio spots are being sold in prime time for as little as a few dollars each.