Radio Content | RadioActive Media

Driving Down the Cost Per Lead By 75% – Green Marketing Case Study

Using Mobile Media Marketing: Track, Measure, Tweak, Repeat – A Case Study of a “Green” Advertiser Using Direct Response

By the RadioActive Media Team

Marketing “green” businesses is a core competency as well as a passion at RadioActive Media. In one of our signature mixed media marketing campaigns, we drove thousands of leads in new, qualified residential installation customers seeking solar panel technology for their homes.

Our broadcast radio direct response advertising program was fitted with 2 tracking methods. The radio spots from 21 stations sent consumers to a choice of a website with a unique URL or a unique phone number.

The creative included pre-produced as well as live, endorsed spots. The pre-recorded spots were endorsements by well-known personalities from each of the 21 stations who were synergistic with “green” products and the brand.

The majority of the total media budget became dedicated to this media combination based on its success to fill the pipelines for installations.

This success came on the heels after inheriting the advertiser from a traditional ad agency that didn’t implement any form of measurement to determine the ROI of the effort. The cost per lead came down by 75% with RadioActive Media’s efforts.

Here’s why tracking is important. You start by setting your first benchmark. That becomes the new level to beat. Then you start to learn things. You learn that certain stations that skew toward the “green” audience do not drive a big volume. You still max them out with a strong schedule because they have the lowest campaign CPLs (cost-per-lead).

Then you might learn that 50% of leads come from online. That’s actually not so surprising when you take into effect how much research on big purchases like solar panels is done online. Banner ads rounded out the support of the online campaign.

You also learn about the value of choosing the right endorsement prospects. For instance, you don’t want a personality that is overused which would dilute the value of their testimonial. You want one that is synergistic, sincere and credible that fits in the budget and stands out too.

To introduce a new concept that seemed too good to be true, RadioActive Media selected the company’s leader by personalizing the familiar names of other companies he helped from inception. The tone proved to be just right.

So now you can see the wide variety of interconnections that can be tweaked to continue to refine and improve the results of a direct response campaign: talent, creative, stations, times, and online campaign ads. In radio text messaging campaigns text/audio/video messages can change the actual promotion. It’s important to plan and choose your direct response mechanisms and then to track, measure, tweak and repeat.

@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

Today’s Impact of Radio Consolidation

By the RadioActive Media Team

From an ad agency president: “With consolidation, the music has become much more ‘generic.’ Less local bands, less local flavor, much more corporate.” This agency had a promotional idea for one of their clients & the attorney for one of the larger station group owners said NO. In this top 20 market, out of the 30 or so commercial stations approximately 22 stations are owned across 5 station groups. If you have an idea and it is rejected, consolidation doesn’t leave you a lot of places to go, or does it?

Interestingly enough, customer service and pricing has not been an issue; most likely due to the economy. Even with aggressive sales technique to try and get on every buy, limitations are an everyday challenge when your client wants something different or unique. Another issue is with the ‘generic’ music and the new ratings system (Arbitron PPM) the ratings are so similar (compressed) that it makes it difficult to stand out from the crowd.

The beauty of radio has always been its innovation and ability to do something unique. It is still possible, you just have to know what to ask for and where to look.

Have you heard about Original Sponsored Programming? What about using some of the top radio personalities to promote your client or product? Listen to Howard Stern promote us!

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He can do the same for your client. Howard not your cup of tea? We can match you with any of the hundreds radio personalities to stand out from the crowd and be unique.

Original Sponsored Programming allows you to showcase your product to a well-defined target audience. Original Sponsored Programming can be crafted in such a way as to lend total creditability to the sponsor’s message.

Want something even more innovative? Radio Text Messaging is about as new as it gets. We have had excellent success in combining radio advertising with radio text messaging in a campaign that thoroughly engages the audience to action. Best yet, measurable and tangible results to maximize ROI.

Let us put the fun and innovation back into your media campaigns. Radio is everywhere and so can your message.

@radioactivemed

No Matter How it is Delivered, Radio is All About Content

By The RadioActive Media Team

The term “Internet Radio” has most likely been shortened from “streaming radio content over the Internet”. Certainly, there are some Internet-only radio “stations”, in fact at one site they list 242. That may sound like a lot, however there are almost 14,000 true radio stations in the U.S. (more…)

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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