Yesterday, we took a look at the power of a great story in the changing world of public radio. Today, I want to give you a couple of interesting examples from a couple of legendary radio pros about how stories apply in the commercial space – and how they can be used to cleverly market goods, services, and even high-end homes.
Many of you know Nick Michaels, the voice actor who has breathed life into countless rock albums and bands by sharing the stories behind the music that we never knew or somehow forgot over time. His “The Deep End” show has been a mainstay at many rock stations, featuring less-played songs where Nick spins his behind-the-scenes tales that make the music come alive.
Nick is an amazing storyteller, and he recently sent me a link to a story that he put together for a retailer. It’s a short video that was done on spec for a Harley-Davidson dealer in Kenosha, Wisconsin. Interesting how it tells the advertiser’s story, and does it in a more compelling, memorable, and effective way than screaming about price points, sales details, and annoying disclaimers. Instead, it positions Uke’s as a unique Harley-Davidson story with an amazing story that is unforgettable once you’ve heard it.
>EMAIL RECIPIENTS: CLICK HERE TO WATCH UKE’S VIDEO<
This begs the question about why radio could not use its on-air and web assets to work with local businesses to tell their stories. Just about everyone from the local car dealer to the suburban yoga studio to the town’s diner has an interesting story that radio can uniquely tell.
I was reminded of this during my visit to the Country Radio Seminar earlier in the month. I ran into the Filmhouse crew – Wayne Campbell and Curt Hahn. They were putting together highlights from the conference, packaged as CRS TV featuring professional anchor Amy Marsalis – a great concept that makes a big convention seem even bigger.
When I asked Curt (pictured) 
how Filmhouse was doing in an era where few radio stations are spending money on TV marketing, he showed me an impressive initiative his company has recently started, using video storytelling to sell unique seven-figure homes.
Filmhouse makes mini-movies – not the room-to-room tour – but great stories packaged almost like music videos that gives you a unique view of these incredible homes, and what it might feel like to actually live in one.
The home featured on the video below had been on the market in Nashville for some time, having first been listed at the end of July last year. By October, it was clear that with few showings and no offers, this mega-home was dead in the water. Instead of lowering the price, the homeowner tried the storytelling approach, as Curt explains:
“We came up with creative targeting a sophisticated, cosmopolitan buyer and filmed the mini-movie. It went online October 24, 2012, three months after the house went on the market. Within days a producer from the hit TV show Nashville saw the mini-movie and called to see if they could film in the home. The resulting location fees covered the cost of producing the mini-movie. A few days later a buyer who had been shopping in the $600-$800,000 price range came across the mini-movie. Shortly after Thanksgiving the house was under contract for $1,249,000. The sale closed February 21, 2013.”
>EMAIL RECIPIENTS: CLICK HERE TO WATCH NASHVILLE HOME VIDEO<
Stories are captivating. Stories can make products, goods, and services more interesting and inviting. Stories are memorable. Stories generate talk and buzz.
Stories sell.
Even big ass homes.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I love me some Nick Michaels! If you want a great story—listen to ‘The Deep End”. If you want even MORE…call Nick. I guarantee he’ll share one with you! 😉
Thanks, JC. Nick is a special talent.