Radio Long-Form Advertising | RadioActive Media

Radio Personalities – Loyalty Creates Results

By the RadioActive Media Team

RadioActive Media knows listeners. Listeners listen for a reason – they feel CONNECTED to their favorite radio personality. They listen to what they have to say about life, politics, food, family, health and they laugh and rant and cry. They become engaged by calling in and sharing with the rest of the audience about issues that are important – to them.

We use our relationships and expertise with the nation’s hottest radio personalities and programs to give our clients special access into the inner circles of the industry.

Howard Stern

Love him or not so much, he is on point and in demand. Howard has scored guests such as: Chris Rock, Paul McCartney, AC/DC, Jamie Foxx, Benecio del Toro, Tracy Morgan, 50 Cent, Paul Giamatti, Robert Duvall, Seth Rogan, and Jimmy Fallon. Howard has two channels on Sirius, Howard 100 and Howard 101.

Oprah

Continuing her style and providing thoughtful and thought provoking programs covering health related issues with Dr. Mehmet Oz, social issues with Dr. Maya Angelou and current events and cultural trends with Gayle King. Laura Berman’s show addresses couples and their lives and relationships and Derrick Ashong brings politics, pop-culture, social media, music and the arts to his listeners.

Sports

Too many to cover, here are just a few on NFL Radio: John Madden, Shannon Sharpe, Marty Schottenheimer and Peter King. All major sports and then some are available.

News/Talk

A wealth of talent appealing to all segments of the population and political views. Anderson Cooper, Nancy Grace, Bill O’Reilly, Rush Limbaugh, Alex Bennett, Alan Colmes, Bill Bennett and Stephanie Miller. Greta Van Susteren, Glenn Beck, Geraldo Rivera, Larry King, Sanjay Gupta and Wolf Blitzer.

These are household names with a loyal following.

There is a reason why so many stars, companies and major news sources are part of Satellite Radio. Don’t forget that Satellite Radio takes a financial commitment from the listener and that takes real loyalty.

At RadioActive Media, we know how to match your consumers with the right radio personalities/programs to create awareness and build loyalty to your company and products.

@radioactivemed

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

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

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

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

Older Posts »

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.

Disclaimer: Although RadioActive Media is working on behalf of its clients, to mutual benefit through the use of the media, this site is neither endorsed, nor sponsored by, nor affiliated with any outside media company or broadcast entity. This site does not contain any material published by or created by non licensed permissions. All trademarks, logo's, copyrights, audio recordings, and registered images that are not in the public domain or available for permission granted usage, remain the sole ownership of the rightful owners. Please View our Site Map