After many years of being in radio advertising as a salesperson, the question that always comes up in any training session we are part of is, “What do we sell?” OFM sales manager, Anchen Lintvelt, answers this important question.
The answers could include:
- Advertising space on the radio (this is the boring, non-creative thinker’s answer)
- Audience (this is true, but not convincing) or
- Whatever our advertisers are selling (ah, now we’re talking business!)
Let’s chat about the third answer: selling whatever our advertisers are selling.
These are very powerful words. Think about it.
Our business every day is to engage and interact with our audience, our listeners, our current advertisers, and potential advertisers. We get involved in their businesses. We learn about all different types of industries. We advise, we learn, we educate, and we create. We become marketing partners to our clients. We become their marketing managers; their go-to media gurus.
We don’t just sell them advertising space or an audience. We sell their products with them. We become them. We represent their brands, their beliefs, and their dedication. Radio advertising is so much more than just getting a deal signed. It’s a road we choose to take every day. It’s the relationships we build every day.
When planning a radio advertising campaign for a client, we have to become one of their ‘employees’. We have to think like them and know their business and their market to understand what they need, what they want to achieve, and where they want to be. Only then can we create a campaign that will speak to all of this. The campaign will consist of the right message, at the right time, for the right audience. We sell their products with the message we put on radio.
Think of a 30-second radio commercial as a trailer to your movie about your business or product. What images of your business or offering would you like audiences to create in their minds? Will these images be enough to sell your product? Will it build brand love?
Got you thinking, right?
With radio advertising, we make every effort to deliver results. We work passionately on every brand and product of any industry. We get excited about new voiceovers, weird accents, and quirky copywriters. We role-play scripts to our clients. We become characters in a play. And, at the end of the day, we feel content – knowing that every commercial on the radio is there for a reason. It has a purpose. It feeds families and keeps businesses open. It informs audiences and influences their decisions. It creates jobs. It creates an image. It builds a reputation. It builds love for a brand. It changes lives.
Selling whatever our advertisers are selling… how could we ever run out of ideas?
- For more info, please contact us
- Telephone: 010 590 4554
- Email: unitedstations.co.za
Who is OFM?
OFM is central South Africa’s premier commercial radio station offering a mix of music, news and entertainment.
The station serves the affluent SEM 7-10 economically active marketplace with a broadcast footprint across the Free State, Northern Cape, southern Gauteng and North West. The brand is synonymous with the people of Central South Africa, and includes a full spectrum of listeners, from urban working moms and dads to corporate professionals as well as rural communities and agricultural producers.
OFM offers several niche features – including an agricultural programme, agricultural news twice a day, entertainment and sports features.
Our audience is incredibly loyal and supportive. OFM enjoys one of the highest occurrences of time spent listening to the radio in South Africa. OFM is part of the Central Media Group, with its head office is located in Bloemfontein, and with a studio in Welkom.
Published on the Media Online.
- Cyril Viljoen takes to AT LUNCH with VKB from 12-3pm, Monday to Friday. His years at OFM, combined experience and love for Agri and all things natural make him the ideal anchor to host this VKB driven program.
- Gerben van Niekerk returns to the Agri Uur with John Deere where he can continue with broadcasting, while focussing on his academic career at the University of the Free State.
- Pieter Venter continues on The Real Good Weekend with DIY Superstore.
- Olebogeng Motse takes up the reigns of the Business Hour. An avid economics enthusiast. The combination with Aaron Masemola (Economics Major), will make for good radio between 6 & 7pm. Soon to be sponsored by Standard Bank by the end of April 2021.
- Renaldo Schwarp. Jacaranda FM weekend presenter and digital strategist as well as Skeef (Showmax) documentary director, producer and presenter, joins the OFM team to focus his attentions on radio as host of OFM Nights, weekdays 7 to 9pm and daytime producer.
- James Kilbourne, former music compiler and music aficionado, hosts OFM Decades on Saturdays between 4 & 8pm. A welcome return to radio.
The above details the brands commitment to innovation, growth and the application of the best to get the job done.
Herewith a sample from the latest listener survey into how much the OFM audience love The Sound of Your Life.
For more information please visit the OFM website.
OFM, inspiring listeners to live the real good life in Central South Africa, is looking for the dishes that make Central South Africa salivate! The Real Good Recipe Book seeks to showcase Central South Africa’s favourite recipes.
The book will feature our OFM presenters’ favourite dish, along with the old family recipes, new creations, gourmet masterpieces and fast food fixes our loyal listeners love. The book will feature six categories, namely beef and lamb; pork and poultry; venison; fruits, nuts and vegetables; dairy and eggs; and maize and wheat. Each of our presenters will make a video preparing their favourite dish in a specific category. The video’s QR code will be printed in the book to watch later.
Says Lindiwe Mtwentula, OFM Marketing Manager: “Central South Africa boasts some of the country’s best agricultural produce and we want to know how our listeners like to turn this bounty into memorable meals. As always, there will be prizes up for grabs. Should your recipe be selected as the best, you will be awarded the grand prize of a R30 000 Checkers voucher. Lockdown brought out the chef in all of us. Now is the time to turn your top recipe into cash!”
In addition to the R30 000 grand prize, all entrants stand a chance to win a number of spot prizes of R500 in Checkers vouchers. Should you be drawn, called live on air and have a Checkers Xtra Savings card, your voucher will be doubled and you could walk away with a R1 000 Checkers voucher. Plus, should your recipe be chosen to feature in the book, you’ll win R1 500.
To enter, go to the OFM website at www.ofm.co.za, click on The Real Good Recipe Book link, and upload your recipe and photos of your tasty dish, as well as photos of your family. Entries close midnight on the 6th of December and the grand prize winner will be announced on the 19th of December.
OFM, Central South Africa’s premier commercial radio station, has started the year on a high note and is continuing to inspire listeners to live the real good life despite the unique challenges the global community is facing at the moment.
OFM took the opportunity of a new decade to rethink its offerings and finding ways to give the best radio listening experience to its audience. This included brand new line-up including a brand-new breakfast show – the flagship of any radio station.
OFM embraced this shake-up by giving its established presenters new challenges, introducing fresh new voices, and creating a solid mix of music, news, and entertainment.
Says Tim Thabethe, OFM programme manager: “Our new line-up demonstrates the direction OFM is taking by fulfilling Central South Africa’s passion to ‘live the real good life’ – a commitment by OFM to reflect what it means to be from this vast central region. It celebrates family, friends and community. Our new presenter line-up is real, honest, proud and caring to its listeners and reflects the spirit of its audience.”
To host the new The Good Morning Show, weekdays from 06:00 to 09:00, popular mid-morning host Shandor Potgieter took over the reigns, assisted by new Capetonian recruit Lesley Piet and Supersport presenter Sam Ludidi.
Former presenter Yolanda Maartens made a welcome return to OFM to present Mid-Morning Magic, while Enriko Klopper keeps the afternoon crowd entertained. The established crew of Nico van der Westhuizen and Mienke van Rooyen takes you home with The Joyride, joined by Jaybee Makhalemele and Aaron Masemola. Cyril Viljoen slides into the OFM Nights time-slot with Alucius Mocumi giving our listeners VIP Access until 01:00.
A logo change was also on the cards for OFM. It came about a result of the station’s expanding role within the media environment; signifying not only the fact that the station is no longer bound by an FM frequency, but truly available to any listener, anytime of the day, in any part of the world.
Naturally, OFM is also embracing the audio streaming trend with exciting new digital offerings. The OFM desktop application allows listeners to stream OFM anytime of the day. The app is easy to maintain and because it’s a standalone application, Internet connectivity isn’t an issue.
OFM Stasie 2 is an exclusive Afrikaans streaming channel with uninterrupted Afrikaans music. In future, OFM is looking to create even more digital offerings on its website to give listeners the opportunity to have access to their favourite music on their terms, including a channel with the best music from the ’60s, ’70s and ’80s.
Serving the influential SEM 7-10 market and with one of the largest footprints in South African radio – including the Free State, Northern Cape, southern Gauteng and North West – OFM spends a lot of time in people’s cars, homes and offices.
This also allows the station to offer a number of niche features – including an agricultural programme weekdays from 05:00 tot 06:00, agri news twice daily, entertainment and sports features.
“OFM enjoys one of the highest instances of time spent listening to radio in South Africa. Come rain or shine, OFM is there to keep our loyal listeners company!” says Thabethe.
Go to www.ofm.co.za or tune in to OFM for more.
OFM, inspiring listeners to live the real good life in central South Africa, received three nominations for the prestigious SA Radio Awards – two in the coveted Commercial Weekend Radio Show category.
Shandor Potgieter, presenter of Shandor’s Wild Weekends, and Pieter Venter, host of The Weekend Breakfast, were both nominated. Shandor will soon host The Good Morning Show weekdays from 6am to 9am as part of a new on-air lineup. Senior production engineer Lloyd Bosman was nominated in the Commercial Station Imaging category.
Says Tim Thabethe, OFM programme manager: “Three Radio Award nominations is a great accolade. We are proud of Shandor, Pieter and Lloyd Bosman for the nod. A nomination represents a position on the podium in a space that represents 290 radio brands across South Africa. To OFM’s nominees and all the Radio Award entrants, congratulations and thank you for making radio a pivotal part of 37 million people’s lives, daily.”
Says Nick Efstathiou, Central Media Group CEO: “The talented OFM team, with these nominations, is a reward for the beautiful work they do on a daily basis. OFM is very proud of the recognition given to a talented producer and two talented presenters.”
The SA Radio Awards is the only industry-wide awards in the South African radio industry and seeks to recognise excellence in the industry. It is widely seen as setting a benchmark for radio stations and professionals to strive towards.
The SA Radio Awards ceremony is cancelled but an online winners announcement will be aired via digital channels on Friday, 17 April 2020 at 2pm.