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

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

By Steve Pollak

When working on creative for radio, it needs to be memorable. Copy that works for print or TV has to be tweaked for radio: The perception by the audience through audio, without the benefit of visual, for 30 or 60-seconds of time, needs to be heard to have maximum results.

You also need a great hook: something that will capture the listeners attention. Humor has to be carefully examined to make sure it doesn’t fall flat.

Build in an unbeatable, unique offer configuration with a high perceived value. Are you offering 50% off or buy 2, get 1 free? Have you tied it to a special promotion, a coupon, or contest?

Make sure that you mention contact points at least 3 times in a 60-second spot. Usually that means a web address and/or phone number. Positioning in the spot will vary, but certainly at the end and after you’ve described the offer are best places. Repetition is important, especially since this is not a newspaper they can refer to later. Simplicity is important too. Having a simple, easy-to-remember phone number, such as a vanity number (800-559-RADIO) and easy URL are critical for best response levels.

When using a text messaging campaign where the mass audience of targeted listeners is asked to text a message to get coupons/discounts, locations, audio/video messages, usually only a memorable short code is used in the message, such as text RADIO to 511-511.

At RadioActive Media, we like to take a list of 10-12 prioritized bullet points that our clients want to make sure are conveyed to the audience. The focus needs to be to make the message clear. The job is done right when the audience understands the offer, the value and takes action.

We hear poor calls to action regularly. For example: A discount eyeglass company uses 45 seconds of their 60 seconds with lackluster humor. Unfortunately, the listener is unable to remember the name of the company or their product, this tells you the spot didn’t have the desired response.

As a direct response agency, we build copy and functionality to have a great call-to-action with measurable results. How many calls were made at what times? How many web site hits were there? How many text messages came in?

We tie the times of the actions to the times that spots ran to evaluate performance. This analysis determines the next media selections, part of a constant flux of keeping what works with new additions to test.

Remember the special needs of the radio format. Unlike newspaper, you can’t refer back to the printed page later for a phone number or URL. Unlike television, you don’t have visual reinforcement of these contact points.

Note: One of the great reasons of using Sirius for a media buy is the pad display can include written information that can be saved.

These are some of the important points we take into consideration at RadioActive Media when we craft a successful radio creative. Call us to ask about how you can get a free, pre-produced commercial worth $2500. Ask for Jeff Pollak at 800-559-RADIO (7234).

@radioactivemed

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

By the RadioActive Media Team

RadioActive Media is making it more affordable than ever to take advantage of Direct Response Radio advertising.  With every 8 week schedule of $8,000 per week or more, the first creative production spot is Free. ($2,500.00 value).

RadioActive Media is offering this promotion because we know our campaign spots work. We test the campaign first to keep initial costs down, we then tweak the spot to give it the ultimate result a ROI.  Successful radio campaigns start with great creative.

Creative is not the place to reduce your costs.  We want our clients to have the best reach and frequency available. RadioActive Media knows it, and now will help your company with the costs of creating a compelling spot.

Read our blog entitled “Crafting your Call-to-Action for Direct Response Radio” for ideas on how to make your company and message stand out.

An 8 week schedule of $8,000 per week or more means FREE creative spot production, worth up to $2,500.00. The above is a great example of a Call-To-Action. This is a limited time offer and may end at any time, so call now!

For great ways to create a call-to-action and radio campaign with results, consult Jeff Pollak at RadioActive Media at 800-559-RADIO (7234) or text  RADIO to 511-511.

@radioactivemed

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

By the RadioActive Media Team

No element of a direct response campaign is more important than the call-to-action. As a consumer, I’m often bewildered by ad messages that don’t make sense. Big, expensive, pretty award-winning ads make me mutter “What was that? What did they want me to do?” What a waste of money and effort.

When you craft your call-to-action, start with the goals you want to achieve. Do you want more prospects, more leads, and more feedback? What action do you want your audience to take? Are you driving traffic to a website or to call/text? How many different ways do you want them to reach you? Thoughtfully list all the different ways and follow each through with great detail to track the response of each method by media vehicle, by day and by time slot.

Direct response requires easy and clear instructions in a call-to-action. When you only have thirty or sixty seconds to make an impression, demonstrate an excellent perceived value and ask for the order or action, you need the kind of talent and expertise that can achieve that conciseness and reaction. Talent to write strong, exacting copy. Expertise to set up, handle and track the great amount of details required to track every possible point of response.

When using radio, you only deliver the message by audio, so the message is even more important and you need to take up more of your precious time to repeat the call-to-action.

Let’s talk about how we make it easy. If we want them to know about our website, we use an easy, short URL address like www.auction.com. If we want them to make a call, we like a vanity number like 800-Auction or an easy to remember number like 800-777-7700. If you want them to text, choose an easy “short code,” the actual number after the client word or phrase, like DR Radio to 511-511.You want the URL, text message and phone number all to be memorable.

Direct response results are trackable and measurable. To that end, several URLs, codes and phone numbers can be used to discern response by media vehicle. Copy can suggest to Rush Limbaugh listeners to mention “Rush” when you call or go to the site for a discount, free shipping or the like. The same holds true for any other talk show host. Or enter a memorable code like KRTH6 (for 6AM). Change the code for each live read and you have tracking.

For more great ways to create a great call-to-action, consult Jeff Pollak at RadioActive Media at 800-559-RADIO (7234) or text DR RADIO to 511-511.

@radioactivemed