Illustration for Marketing Maven Column at Enterprise Magazine

"Rob Tarry, an associate creative director/writer with Rethink Advertising in Vancouver, says the key is to avoid the clamour and squalor that typifies much of radio advertising. For credit unions to get noticed, particularly in cluttered radio markets like Toronto, he says the solution is to rise above the clamour – to be as creative and unique as possible, even when the urge is to “amp it up and turn the shout up to 11.”

“Speak intelligently and respect me as a listener,” he says. And, since so many radio listeners are dialing in news and are ‘news-receptive’, it helps to have something tangible to say that they can take away with them. But stay away from competing on rates – that’s a mug’s game that can put you on the defensive."

by Diane Luckow