2010 February | RadioActive Media

Your Consultation with RadioActive Media is the First Step towards a Successful Campaign

By the RadioActive Media Team

At RadioActive Media, our goal is client success. We think long-term and know from experience that each campaign requires a minimum reach and frequency to generate reaction. Longer campaigns generate better ROI efficiencies or what we call payback.

We need to understand your business model. What are the goals for sales and distribution? How is the company perceived? What is the profile of your consumer? Who are your competitors?

Next we look at the past to have an understanding of successes and failures. What lessons were learned? What has been the marketing mix? If you had to do it over again, what would you change?

Budgeting for a campaign is usually the hardest piece of the puzzle to solve. Most clients are concerned about spending too much and receiving lackluster results or not being able to track the results. There is the other side: not spending enough and just falling short of making that breakthrough. When a potential client is light on funds we explain the what, why and how the funds will be used. We not only encourage them wait and save up more funds until we are confident the goal can be reached, but we have actually turned away business when we know the budget won’t yield success.

After an initial call and sending out a media kit, the next step is a conference call. A customized proposal is prepared with 3 options to fall within budget.

We will tweak the proposal with feedback, work on creative, book the media time and implement/supervise all the direct response components. We will run down our proprietary checklist of test details to make sure that all parts are working before the media starts to run. We will communicate with all stakeholders to share the media schedule and estimates and to make sure everyone knows what to expect.

There is a shared triumph when all the upfront hard work to put the right pieces together meets with success. Contact Jeff Pollak at RadioActive Media today at 800-559-RADIO for your free 15-minute marketing analysis.

@radioactivemed

134,000 Apps. How will yours stand out and be found?

By the RadioActive Media Team

We believe mobile technology will continue to grow and offer many applications to make our personal lives more productive, streamline business and promote faster b2b communication and data accessibility.

The average iPhone user has 65 apps and spends $80 on average on their apps. The market is eager and hungry and willing to pay. But how will yours stand out?

At RadioActive Media we have had tremendous success in mobile technology early on with our Radio Text Messaging (RTM) campaigns. We drove a campaign for a remote access business app that took it to the Top 10 Paid Apps and Top Grossing Apps List (it remains on the latter today). Our campaigns use radio to reach a large targeted audience enhanced with text messaging to deliver specific offers, videos, and coupons. The text messaging feature also instantly syncs consumers up with locations near them, providing savings from more costly phone routing systems.

Imagine listening to a talk show personality who endorses your app on air and directs their audience to search for your app by texting a simple word like RADIO to a simple short code like 511-511? You can send a link to your site and iTunes. You now have permission to call and text that person again. How cool is that?

Our experience lets us assess the capabilities to build campaigns that achieve a direct response across a wide variety of calls to action from website, to phone or text. All of these methods can be tracked, allowing us to see what works best and to modify creative, placement, or other elements quickly to improve results.

How do users currently go about finding business apps now? There are currently over 134,000 apps available at the iTunes App store in the following major categories:

Business Books Entertainment Education

Finance Games Finance Healthcare & Fitness

Lifestyle Medical Music Navigation

News Photography Productivity Reference

Social Networking Sports Travel Utilities Weather

Productivity is a broad category with some interesting apps such as Chemical Engineering Formulator with over a 100 important formulas and Goal Master is an app for managing and improving your daily habits. Another interesting app is iTranslate billed as a Universal translator for your iPhone.

Business has many useful tools and overlaps with Productivity. Did you know that you can print from and print information stored on your iPhone? Print states you can quickly and easily print without connecting to your computer.

Finance is an ever-growing category. USAA (membership eligibility required) thoroughly embraces mobile technology. For those not familiar with USAA they do not have branches. Branchless banking with their relatively new app USAA Deposit@Mobile allows their members to take a picture of both sides of the check and transmit the images for immediate deposit. How productive is that?

These are just a few of the apps that are making our lives easier and businesses more efficient. Business apps are lagging behind personal apps. It’s time to change that. We can help promote your business app to other businesses and consumers. Text RADIO to 511511 or call Jeff at 800-599-RADIO (7234).

@radioactivemed

Tracking Results of your Radio Direct Response Campaign and Making Changes – Common Mistake #5

By the RadioActive Media Team

Advertisers should expect accountability. Yes, you absolutely can and should track the results of your radio advertising. To that end you need to build a product/service configuration before you craft the creative.

Plan Ahead to Choose the Tracking Methods

What actions do you want interested consumers to make? Next, plan what you want to implement that will be promoted. Is it a coupon? Is it a new landing page, a toll-free number, and/or a text address? All of these things can be tracked to determine conversions.

Analyze Test and Rollout Results to Make Changes for Improvement

Equally important, once these actions are built into reporting, the analysis will generate intelligence that can be acted on to massage your campaign and improve results. That’s why direct response advertising has the built-in concept of testing to keep initial costs down while various parts are being tweaked. Elements that are tweaked can include the creative, the media schedule, the call-to-action and even the original offer!

Weekly Reporting

Specifically with radio campaigns, determination of the spots that actually ran with their times can be pulled together weekly, as we do at RadioActive Media. With coordination from the client and their other vendors, we pull together results from phone, text, and website components of the campaign. These elements have all been built out with tracking mechanisms like unique vanity phone number, unique text names and unique URLs and/or promo codes.

Upon completion of a test, determination is made whether to use those initial results as the first benchmark from which subsequent results will be judged as efforts are focused to expand and improve the campaign. Week after week, as new media are added, a track record emerges. Retention of each performing station/time period maintained. The rollout to new, additional markets and time periods continues to be evaluated for keepers.

24/7 Instant Reporting

When we do a complete 1-2 punch of mobile media marketing by using radio campaigns with text messaging, we have the additional advantage of instant results 24/7 from the text part of the campaign. We don’t have to wait for the weekly results from the radio campaign to get an idea of the reaction we’re getting. Real-time measurements include time and programming, user area codes and number of occurrences. Coming soon, we’ll also have the GPS location which can dramatically enhance what opportunities retailers can provide their customers to increase traffic.

Tracking of radio ad campaigns should be the norm in this day and age. The options in elements for reaction continue to make the advertisers capabilities greater to be and get reaction from wherever the consumer is. Accountability: expect it!

Give It Enough Time: Make a Commitment to Your DR Radio Campaign – Common Mistake #1

Finding the Right Radio Station for Your Product – Common Mistake #2

Creating Enough Frequency – Common Mistake #3

Create engaging copy – Common Mistake #4

@radioactivemed

Create engaging copy – Common Mistake #4

By the RadioActive Media Team

What are some of your favorite radio commercials? Did listening to the radio ad make you nostalgic, tap you foot, sing along, or hungry? All of these things at some time or another? That is why at RadioActive Media we are passionate about radio advertising. We don’t rely on pictures to convey a message, we believe in engaging the listener.

Changing the copy keeps the message fresh and several versions will appeal to different people. Different radio personalities also appeal to their own audiences and by using more than one personality you can extend your reach.

The message itself should be a call to action, meaning you would like your listener to do something. The copy at this point needs to be straightforward and easy for the listener to remember, as they may be mobile. Phone numbers such as 800-559 RADIO are more memorable. Simple and easy to remember website addresses will yield better results. The newest innovation is text messaging. As an example: “Text now for a sandwich coupon from Quiznos. Text BARCODE to 511-511. Your listener immediately receives a text back with a Quiznos coupon with contact information.

So that ad made us hungry and we’re going to get great sandwiches and save money. Let us help you create engaging and call to action copy for your next radio campaign.

Give It Enough Time: Make a Commitment to Your DR Radio Campaign – Common Mistake #1

Finding the Right Radio Station for Your Product – Common Mistake #2

Creating Enough Frequency – Common Mistake #3

Tracking Results of your Radio Direct Response Campaign and Making Changes – Common Mistake #5

@radioactivemed

Creating Enough Frequency – Common Mistake #3

By the RadioActive Media Team

Are you getting the results you need and want from your radio schedule? No, perhaps you don’t have enough frequency. This determines how many times your target audience hears your message.

There is no magic formula for the right frequency, but with a little history on your side, you can figure out what works for you. First, look at what you have done in the past and the results you have from those schedules. What has worked and what hasn’t? Take a good look at your schedule – how many spots did you run and over what time period? Did you run more spots in those schedules that did well? If your schedule gave you the results you were looking for, check out what frequency you had on the schedule and keep that number of spots in mind whenever you put a new schedule together. If you didn’t get the best response, you might want to up the number of spots you are running and get a better frequency. Your audience will need to hear your spot more than one time before they move to action.

If you are working with a radio station rep who suggests less than a 2 frequency using PPM measurement or a 3 frequency in diary measurement, he doesn’t have your best interests at heart. As you build a radio history, you will learn the best frequency that will work for your product – sometimes it’s a 4 frequency and sometimes it’s an 8 frequency over several weeks. RadioActive Media has the experience to guide you through the process of finding just the right frequency for your business.

Give It Enough Time: Make a Commitment to Your DR Radio Campaign – Common Mistake #1

Finding the Right Radio Station for Your Product – Common Mistake #2

Create engaging copy – Common Mistake #4

Tracking Results of your Radio Direct Response Campaign and Making Changes – Common Mistake #5

@radioactivemed

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RadioActive Media is a marketing and promotions agency specializing in using radio advertising as a business promotions medium. Radioactive Media has developed a reputation for creativity and excellent return on investment for its clients.

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