Successful Radio Direct Response Campaigns – Strategy First
800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International
By the RadioActive Media Team
What makes one radio direct response campaign successful and another one not so much? It if was a formula, every campaign would be the same. In our experience at RadioActive Media, the difference is all about:
Strategy First
This may sound elementary. Too often clients want to discuss tactics which include the markets, stations, radio personalities, etc. without first defining the strategy. The strategy should be the Who and the Why. Who are we targeting (beyond age and gender) and Why are they the best prospect? Are there secondary groups that with a slight change we could increase their interest? This is also the time to think beyond traditional methods and get creative in exploring opportunities such as co-op advertising and remnant advertising.
Tactics Follow
Now that we know the Who and Why we can begin to plan the Where, What and When. Where encompasses many choices such as national vs. local market selection or radio formats. What can also include commercial length, radio text messaging, live reads, and sponsored radio programming. When is giving sufficient time (we recommend minimum 13-week schedules) to grow the campaign.
Tracking and Enhancing the Results
Tracking needs to be part of the Strategy and Tactics discussions. Direct response advertising has the built-in concept of testing to keep initial costs down while various parts are being tweaked. Consider real-time measurement reporting by using radio campaigns with text messaging.
How RadioActive Media Can Help
Contact Jeff Pollak at 800/599-RADIO (7234) or text DR Radio to 511-511 800-559-RADIO (7234) for a free consultation where we can talk strategy, tactics and tracking for your business.
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Tags: co-op advertising, cross promotions, direct response radio, marketing strategy, marketing tactics, remnant advertising
