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Wayne Ens

I Ship My Pants


Virtually every radio account executive has had a business owner ask, “How can I make my advertising stand out?”

The short answer is, “Quit playing it safe.” "Safe" advertising is what causes most ads to disappear into the never-ending landscape of competitors’ advertising, versus becoming a landmark in that landscape. Use this link to view one of this Spring’s most popular "viral" ads: Kmart's "I Ship My Pants" ad is a daring example of an advertiser willing to take a little risk to clearly stand out, and more importantly, make their point memorable.

The ad has customers saying "I ship my pants," or "I ship my bed," and "I ship my nightie" to make it clear that consumers can now have the convenience of going online to have Kmart purchases shipped to their door.
Radio account executives who help their clients create more effective ads, invariably are your station’s highest producers.

With more media choices than ever before, business owners are now also asking, “Which media works best?." Trying to prove that radio is more effective than any other media can be an uphill battle. But when you answer the “Which media is best?” question with “There is no such thing as a medium that does not work, there are only messages that don’t work,” your answer becomes much more credible. Focusing on creating ads that work will help you sell more radio campaigns than knocking any new or traditional media or presenting ratings and statistics about radio listenership.

Discussing creative has the added advantage of talking about what your advertiser wants to talk about: they want to talk about themselves, not your station.

Some of your prospects may be losing focus on the importance of the message, and get caught up in the lure of shiny new technology instead. The reality is that boring cliché-ridden copy would not have seen the Kmart ad go viral online any more than it would create results in any media.

The "I ship my pants" message would have been even more thought-provoking on radio without the video: try just listening to the soundtrack only and you’ll see what I mean. 

Our SoundADvice radio e-marketing system coupled with our Winning in the New Media Economy advertiser seminars have helped hundreds of radio account executives sell more radio by helping their clients create standout campaigns that work.

Wayne Ens is president of ENS Media Inc,  producer of the SoundADvice radio e-marketing system and the Winning in the New Media Economy revenue development system. He can be reached at

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