RadioActive Media : Marketing, Promotions and Advertising: Radio, Television, Magazine, Internet.

By the RadioActive Media Team

Technology is constantly changing. It’s critical to our clients that we provide complete management of all the elements of great direct response radio campaign.  It is our responsibility to be the best guide by presenting a wide variety of choices to get the desired reaction from the audience while delivering at the lowest possible price.

Our tip for the day is to encourage testing of text messaging services to customers for greatest connection and the best pricing. When a consumer is looking for information about your products/services, they are often on the move. More and more consumers are relying on their phones for information.

Look into using a text messaging service when you want to provide store location information to customers. This works for any company with many franchisees and multiple locations. Imagine your customer being told to text “Quiznos” to 511-511. Then they would receive a phone message with a coupon and the location closest to them.

1. Be Able to Provide Information to your Customers when they use their  Cell Phones

We depend on our cell phones for instant information and constant access.  The big roadblock is that a phone routing service is not allowed to handle cell phone numbers! This obviously reduces your capability in REACHING and INTERACTING with your customers.

2. Give your Customers your Closest Location to Where They Are Right Now

With texting, customers can receive information with specific locations THAT ARE NEAREST to where they are currently using their cell phone based on their area code or (soon) geo-location.

3. And Last, But Not Least: Do It All for Less.

For example, a phone service may charge $500 in set up charges, plus $500/mo. for 1000 minutes of call time. A text message service may charge $350/month and include 1000 text messages.

Yes, technology is constantly changing. At RadioActive Media, we make every effort to stay on top of all the moving parts that make direct response radio campaigns great. We get involved in cutting edge, creative uses of technology that get our clients better, quicker, more accurate readings so that we can constantly improve their results.  If that’s the kind of radio ad agency you’d like to do business with, please give us a call. Jeff Pollak can be reached at 800-559-RADIO (7234). Want to try text messaging – text RADIO to 511-511 and you will receive a call back.

@radioactivemed

By the RadioActive Media Team

The buzz about the change in the new FTC guidelines for the notification of endorsements and testimonials hasn’t met with any requests by radio stations accepting commercials from what we’ve seen. It seems to be business as usual. Salem Radio Network, for instance, is neither insisting nor requiring disclaimers in spots.

Stations have a great deal to protect when it comes to the renewal of their licenses with the government, so compliance is high on their radar. In this instance, these new revisions of the guidelines don’t seem to call for any change in operating approval procedures.

Perhaps a key phrase in the release at the FTC site (http://www.ftc.gov/opa/2009/10/endortest.shtm) helps. The explanation that connections (between advertiser and endorsers) “that consumers would not expect” be disclosed may be the reason requirements have not changed when placing commercials for approval.

Note that the guidelines had not been revisited since 1980 and the Internet has greatly changed the playing field of advertisers and endorsers. Bloggers, for instance, have received products for free, written up reviews about them, and not disclosed the freebies.

These guidelines are just that. They are not a binding law, but may serve as a “best practice” for companies seeking to use celebrities, bloggers, and consumer testimonials.

@radioactivemed

By the RadioActive Media

Our on-air appearance on The Gary Bryan Morning Show with client Massage Envy did better than expected. With only a 10-day flight duration, we kicked up recognition and drove traffic to the website and phones.

Marcy Schaubeck, franchisee and Massage Envy store owner with Gary Bryan

Listen to the show:

Developing special on-air appearances is just part of our standard operating procedure to deliver the most impacting experience and value for our clients.

Steve Pollak of RadioActive Media, Marcy Schaubeck and colleagues from Massage Envy with Jeff Pollak and Marc Jacobs of RadioActive Media

@radioactivemed