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By the RadioActive Media Team
Radio is a relationship medium. How do you feel about your morning announcer who wakes you up every morning? Kind of like you know the person – their family, where they go on vacation, how they spend their weekends, personal trials and tribulations etc. Do you feel the same way about those actors on your favorite “appointment” TV show? Probably not, after all these are actors’ characters and not real in person. If you are putting most of your dollars in to television only, you may be missing the more personal touch that radio can bring.
Not enough dollars in your ad budget to incorporate radio into the mix? There are many ways to add more impact to your ad dollars than just adding more dollars. We have covered some of them in previous blogs.
Co-op Advertising
Cooperative advertising is a cost-effective way for the manufacturer who does not sell directly to the consumer to support those companies that have that all-important direct relationship with the customer. Without the direct-to-consumer companies, manufacturers would need to take over that role and spend advertising dollars. The manufacturers will give you money to advertise their products in your advertising. Read “Advertising Budget Challenged? Co-op Dollars Could be the Answer” to get more ideas on how to use coop advertising to your advantage.
Remnant Advertising
On occasion all media will have remnant advertising. This is when they have air time or space available that hasn’t been sold. Using remnant advertising is where RadioActive Media can save you money. Remnant sales are done fast, and can save you up to 70%. There are some good and bad points to using remnant advertising and you can find those in “Remnant Advertising Saves You Money.”
Per Inquiry Advertising
PI can also be referred to as cost per lead or cost per sale advertising. When using PI, the advertiser and the medium or agency agrees on what constitutes a response and the advertiser then pays for every response they receive. You are paying for the performance of your ads, not the actual air time.
Again, there are some facets of PI advertising that you need to be aware of and you can find those details in “Advertisers Cannot Live by PI Alone.”
Promotions
Adding a promotion package to your advertising can give you so much more value than your initial investment. At RadioActive Media we are adamant that a promotional campaign deliver 3-4 times the media investment. A client spending $100,000 to participate in a media event should expect a great return, around $300-400,000, on that commitment. It takes experts to evaluate and negotiate packages of tremendous value.
The team at RadioActive Media participates in creating packages in concert with radio stations. They look at events and contests for possibilities. Often canned station packages won’t provide enough value, aren’t appropriate or creative enough to explore all the potential added value. For more ideas, check out “Radio Promotion Worth 3 Times their Cost” and “Cross Promotion Campaigns – Everybody Wins.”
RadioActive Media is interested in getting you the best results for your investment. We can offer you many more suggestions that can save your money on your advertising. Just give Jeff Pollak a call at 800-559-RADIO (7234), text DR RADIO to 511-511 and start the discussion.
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