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
Tags: CPL, direct response radio, mixed media