Proprietor of radio ad shop, “Radio Bob Resort,” Bob Monachino writes, casts and produces funny, engaging spots for clients. We badgered the good man to spill the beans for you.
THE REEL: What’s cooking on the threat board?
RADIO BOB: We just finished producing 74 radio spots with Gary Sinise as the voice for client Midas Auto Service. I’ve teamed up on Midas with senior ad exec Gary Alfredson. He’s creative director and I executive produce.
This is our third year since Midas decided to go from television to radio. After they ended their relationship with my old shop, DDB, Gary and I pitched it together and ended up winning the business. I’ve had a great freelance relationship working with Gary.
THE REEL: Seventy-four spots? How does that happen?
RADIO BOB: A lot of time in the studio. I record lots of pieces: price points, offers, opening and closing lines, different tag lines. Then we assemble the spots for each local market.
Radio has been a very successful for Midas. In the first year, their customer traffic was up 20%. The numbers have been increasing since Day One of the launch.
THE REEL: The spots change from town-to-town?
RADIO BOB: They say ‘This market needs an oil change at $19.99 to be price competitive” or “Here we need it to be $22.95.” There’re also different legalities in each market.
THE REEL: Do agencies still come calling?
RADIO BOB: Sure. They hire me to produce their scripts, or build campaigns, or to start from scratch and write the campaign. I do the production, casting, auditions, budget estimates. I direct the talent, the engineer, manage the session.
Some say, “Here’s a script, find us a voice.” Or “How can we make this television or print campaign work on the radio?” I’ve had them say, “Here’s the client’s phone number, call them, figure it out.”
THE REEL: Any campaigns in particular?
RADIO BOB: I’ve been working with Potbelly Sandwich Shop for a year and a half on their radio. Through Team Detroit, I did the White Castle campaign for two years. I recently worked for Ford, Bob Evans, Jamba Juice and did a campaign for the big distributor Grainger.
THE REEL: Big picture me, why radio?
RADIO BOB: My clients value its immediacy. We can get on the air quickly if we see an opportunity. Radio gives us flexibility to customize – like we do for Midas.
My clients are finding success with a combination of radio and an Internet presence. They use radio to direct people to a web site or promotion.
THE REEL: So you don’t hate the Internet?
RADIO BOB: I’ve produced voiceovers, sound design and music for websites. A client will say “We need a voice for a website – or this video.” Or for television, too. I guess “Radio Bob” is really now almost “Audio Bob.”
THE REEL: Creatively, what inspires you the most?
RADIO BOB: The great Stan Freberg pioneered humor in radio. Then (Chicagoans) Dick Orkin & Bert Berdis took things to a new level in the 1970s. I grew up listening to Bill Cosby, Cheech & Chong, and the early National Lampoon Radio Hour.
THE REEL: But no one did theater-of-the-mind better than The Firesign Theater?
RADIO BOB: Yes! I loved all their records like “I Think We’re All Bozos on this Bus.” I could go line to line with you on “The Further Adventures of Nick Danger.”
THE REEL: You’re on. Can you correctly name Nick Danger Third Eye’s nemesis?
RADIO BOB: That’s an easy one – everyone knows it’s that weasel Rocky Rococo. As Rococo would say, “Let’s play a friendly game of spin the pickle!”
Radio Bob is represented by Valerie Gobos, 312/836-8300.
See www.radiobobresort.com.
