RadioActive Media : Marketing, Promotions and Advertising: Radio, Television, Magazine, Internet.

800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International

By the RadioActive Media Team

As an advertiser or media planner, are you willing to go outside your comfort zone to test direct response radio?

“The effectiveness of leadership is seen by his or her ability to rock the boat, which means that the leader never becomes complacent at any level of achievement or accepts the status quo” writes NC Narrayan in Defining the Role of Champions in Business Excellence.

Many traditional advertisers historically have sniffed at direct response referring to many of the “slicer dicer” companies as not being in their same league. During economic downturns, “champions” explore new options to stretch ad dollars.

1. Advantages of Direct Response Radio
2. Stretching the traditional ad dollar by 20%
3. Minimizing risk by testing in small increments
4. Sales and lead tracking
5. Tweaking campaign from results to continually improve benchmark goals
6. Achieving reach goals by using multiple dayparts and formats

Trying direct response radio minimizes the risk of a new initiative by offering the ability to test incrementally by budget and market. The tracking capability of each spot in the test provides sales/leads per spot. As soon as the next day, analysts can massage a media buy to add the most efficient time slots and cancel others, continuing to tweak with each result, thereby constantly improving from initial benchmarks.

By testing and expanding campaigns in this way, reputations have been made. The proof is in the results. Advertisers learn that 3 different dayparts coupled with a variety of formats gets them the same reach as campaigns with the prestige of primetime for a lot less money and the accountability of result details by station, day and time period.

The Marketing Director for a solar panel installation company became a hero when she turned to direct response radio and improved their cost per lead by 75%.

Another marketing manager chose direct response radio in combination with text messaging to hit the heights of iPhone’s Top Paid Apps and Top Grossing Apps lists.

These and many other “champions” look to direct response radio to build sales and brands with much success, improving their position and moving into new, higher ones.

“In fact, a leader should foresee the trouble the organization will face in the coming years and initiate changes when everything is going well in the eyes of others. Rocking the boat means driving the organization to change when everything appears to be fine.” NC Narrayan

Certainly champions improve the sales and attractive perception of their companies by willing acquirers (See Building Brands with Radio Ad Campaigns – Creatively and Building Brands with Radio Ad Campaigns: How Advertising Can Make a Brand Attractive to Buyers.

So when you reflect on the advantages to stretch media dollars while minimizing risk to start small and expand with continual test increments and quick results, doesn’t direct response radio start to make sense?

Champions in business shake off complacence by choosing options like direct response radio that let them minimize their risks and continue show and share results quickly.

Related Posts: Case Studies Blog Post

Driving Down the Cost per Lead by 75%: Green Marketing Case Study

134,000 Apps: How Will Yours Stand Out and Be Found

Building Brands with Radio Ad Campaigns – Creatively

Building Brands with Radio Ad Campaigns: How Advertising Can Make a Brand Attractive to Buyers

@radioactivemed

800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International

By The RadioActive Media Team

As direct response marketers, we appreciate all too well the power of testimonials to give credibility. Case studies detail how problems were solved and successful stories ensued.

We practice what we preach. We have told some great stories on our blog and on our site that you might like to read. Two common themes you’ll see are how direct response radio drives traffic to a variety of other media and calls to action with tracking and accountability that’s nearly instantaneous.

How a direct response campaign using radio and mobile marketing made a hit on the Top Grossing Apps and Top Paid Apps lists:

134,000 Apps: How Will Yours Stand Out and Be Found

How a traditional campaign was given direct response mechanisms to track and improve a lead generation campaign, driving the cost per lead down by 75% for a solar installer company:

Driving Down the Cost Per Lead by 75%: Green Marketing Case Study

Radio has made household names for advertisers and products with its broad reach and the ability to target demographics, personalities, music/news formats and dayparts. Radio is relatively inexpensive when compared with media like television that might seem sexier.

Here are 2 case studies where the power of radio personalities used in a cost-efficient, measureable direct response campaign helped to build brands so attractive that they were subsequently acquired.

Creative promotion packaging all played a part in stretching media dollars to create tons of value and an attractive acquisition for a travel business.

Building Brands with Radio Ad Campaigns-Creatively

A diabetic supply company took advantage of talk show personalities to tell their story and were bought by a competitor!

Building Brands with Radio Ad Campaigns: How Advertising Can Make a Brand Attractive to Buyers

And we wouldn’t be a direct response marketer without the tried and true testimonial. The Marketing Manager at a major solar installer company describes RadioActive as “fierce negotiators:”

Solar Installer Company Testimonial

More details of our Case Studies and our Company are in our Brochure.

Call us for a free consultation about the kinds of goals you’d like to achieve with direct response radio driving traffic to all your calls to action! 800-559-RADIO (7234). Let us help you build your brand to the same kind of success as our other clients.

@radioactivemed