One of the things we tend to do in radio creative is react. It’s nice to be able to have the flexibility, but being proactive during every step of the process makes changes easier and more effective while a campaign is in progress. In step #4 of our 7 Cs, we take a look at where we might be able to make changes before we start diving in. We also see what assets we can start collecting to make the production process easier and better.

Correcting on the fly is, at best, a 50/50 proposition. By reacting, its easy to lose sight of the original ideas and move into a territory that takes the focus away from the original goals. I can recall plenty of times when we’ve done a complete 180, shifted the campaign and turned it into a disaster. Not only does this not help a client in the short-term, but it makes them feel as though that radio may not work very well. The challenge is to remind a client that they should be focusing on what’s really important and what has been accomplished during the first three steps of the process. Easier said than done, but it is vital to keep at least some of the focus throughout.

Collecting is one of the more fun parts of creating a campaign. After writing the copy, you should have a fairly good idea of what you should be using leading up to production. This includes music, sound effects and other pieces that will make the campaign truly come to life. Collecting is the practice of putting important pieces into your toolbox as you prepare to cut and produce the spot. Because you’re doing this well in advance, you will have time to make adjustments.

Don’t be afraid to to to find new music if your library is a little stale. Consider “foley-ing” sound effects that you may not have in your arsenal or are overused. These subtle things could be the difference between a spot that sounds like every other and one that breaks through every time.

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