Radio Text Messaging | RadioActive Media

Best Practices in Marketing Green Products and Services

By the RadioActive Media Team

We understand that green companies manufacturing green products are traditionally leaner. While savvy in green manufacturing, they are sometimes not so savvy when it comes to marketing. RadioActive Media understands Green marketing.

“RadioActive went above and beyond to ensure our radio campaign was successful. They are fierce negotiators on behalf of their clients. The daily follow through on campaign status is critical for campaign’s success. We received daily call logs and were able to check the status of every call and make real time decisions. The ROI from the campaigns RadioActive planned proved successful and have been the basis for us moving forward with the continued successful partnership.”

- Marketing Manager: SolarCity

Now IS the time.

“Four out of five people said they were still buying green products and services, even in the midst of the recession, according to a study by Opinion Research Corp.” [Source: State of Green Business 2010]

“Consumers want products that aren’t just greener, but better — that offer some kind of personal benefit, whether they’re cheaper to buy or own, have enhanced features or higher performance, are more convenient, less wasteful, healthier for their families, or simply cool. “[Source: State of Green Business 2010]

We have a wealth of ideas from using Radio Personalities that are known for being Green, to being the Green Leader in your industry and with consumers through Original Sponsored Programming opportunities. Add 24/7 tracking and Radio Text Messaging (RTM) for lead generation with instant reporting and that is best practices.

If you’ve exhausted conventional marketing methods and need a fresh approach, contact RadioActive Media today at 800-559-RADIO for a free 15-minute marketing analysis.

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

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

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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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