2 Lights Media is partnered with Knockout Strategies — a long form radio production company. Because of this we have access to fresh, new content. Recently we went behind the scenes and asked their Audio Engineer, Phil DuBois, a few questions about how radio infomercial production works.
Q: How did you get involved with 30 minute production?
I have nearly 20 years of experience in the audio, radio and marketing fields and joined Knockout Strategies nearly 5 years ago to produce top notch radio productions.
Q: How long have you been creating radio infomercials?
I’ve been producing long form radio in particular for almost 5 years.
Q: How many 30 minute radio shows do you think you have produced?
I’m not sure of the exact number, but I would say that it’s in the hundreds.
Q: Are most of theses shows still running?
I believe that many still are.
Q: What goes into recording editing and producing at 30 minute radio show?
Normally we will have a rehearsal where we run through the show so that the spokesperson can become acclimated with the surroundings and get comfortable in our studio. At that point we’ll usually do 2 complete recordings and get as much content as we can. From there, we sift through all of the recorded material and begin selecting the best of the best with which to build the show.
Q: Do you find that the experts are easy to work with while producing shows?
Absolutely. Our spokespeople are always knowledgeable, polite and prepared which makes it an enjoyable process.
Q: Do you find it easier to edit a 30 minute show than you would a spot? (meaning that after the test period do you find it easier to make changes to a 30 minute show or a spot)
The only real difference between a traditional “spot” and a long form production is the time involved, simply because of the amount of material. Spots go quicker just because there is significantly less content.
Q: How long does it take from start to finish to get a 30 minute radio show ready for the airwaves?
This really can vary from show to show, but normally we can record, edit and post a show in a couple of weeks tops.
Q: Is a thirty minute show easier to create than a :30 or :60 spot? Please explain.
Each of these entities has its own unique challenges and purpose. Spots mean you have a lot less time to get a listener’s attention and to put forth your message so the copy and creative has to be direct and to the point. With a 30 minute show, we have the liberty of taking the listener on a longer ride and providing great detail about a product, its background, development and benefits.
Q: Do you think people react better to a thirty minute show or a quick spot?
Our shows are informative and educational, where spots are more of a quick hit. I believe that there are audiences who respond to both, so ultimately, utilizing both forms makes for an effective marketing stance.
Q: In your opinion what are the benefits to producing a 30 minute radio show over just a spot?
A long form spot allows us to truly educate listeners, in some detail, about a product that we have. I don’t think there’s any substitute for a well educated consumer.
Q: What feed back have you heard about the shows you have produced?
Well, certainly the listeners “speak” every time they pick up the phone or go to a website and order products. But from a station standpoint, we know that they look forward to our productions for a number of reasons: 1. The technical quality is always excellent 2. Our shows are well produced and reflect positively on the station identity 3. We have varied content so we’re not pigeonholed into one type of show. The variety is a plus, no doubt.
Q: What advice would you give a company who is interested in having a long form radio show produced for them? (Checklist of what to do to prepare for example).
Call Knockout Strategies! Very seriously, we are the leader in long form radio productions and can guide clients through the process from start to finish. So have a good product and a solid spokesperson, and we’ll take care of the rest!
Q: Would you be more inclined to call these 30 minute programs or would you call them infomercials?
I actually like to refer to our shows as programs, for the reasons I’ve mentioned previously. It’s not a “yell and sell” format. Our programs are informative and engaging and we make every effort to appeal to audiences on a more cerebral plane, because we know that, especially in this current economy, the public is more skeptical than ever, but a the same time, also are searching for ways to improve their lives and the lives of those around them.
Q: Do you find it easy to work around the station clocks?
This is an area where we excel. Instead of making stations work with our content, we have the expertise to customize our shows to accommodate each station’s clock.
Q: Have you ever produced a 1 hour show and how does this compare to the 30 minute shows?
In the past months, we have been producing 1 hour shows which have been very well received by the radio stations and their listeners.
Q: Be honest and tell everyone how you feel about Angela the buyer?
Angela, and our entire team, is second to none. We are a group of caring and creative people, which is evident in every aspect of what we do.
