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

Perhaps the single best benefit of direct response advertising is the implementation of testing. Testing lets you dip a toe in the stream to evaluate any number of elements without the expense of a full-blown campaign. You can test:

Different creatives

One is funny; one is not

One is longer

One is recorded; the other is live

Different URLs

Different cities/regions

Different offer configurations

One offers 2 for 1; One offers 50% off

Different bonuses

Different stations and channels

News vs. talk

Classic rock vs. 50s music

Different talk personalities

Recorded vs. live reads

Different time slots

Morning drive

PM drive

Evening

Testing of two creatives may involve choosing just 1-2 similar markets, time slots, station formats and campaign duration. The relatively low cost lets you run for just a few weeks while evaluating each week’s results. With analysis, you can determine a winner, go back and tweak one or both and either retest or roll out the campaign to a wider choice of markets/stations/time periods. The campaign continues to be tracked and the media schedule tweaked for the remainder of its life.

@radioactivemed

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

By The RadioActive Media Team

Every advertiser is interested in getting the best bang for their buck. So, why not just use PI (per inquiry) where you only pay for results and not the specific ads? Let’s look at what PI is and does.

PI can also be referred to as cost per lead or cost per sale.  When using PI, the advertiser and the medium or agency agrees on what constitutes a response and the advertiser then pays for every response they receive.  You are paying for the performance of your ads, not the actual air time.

This all sounds reasonable and perhaps even too good to be true. The downside to PI advertising is you give up all control of where and when the ads run. If you need to achieve a certain amount of responses each week, you have no guarantee that you will receive that number of responses. Your ads may run in a time slot that isn’t geared towards your target audience and you could possibly run ads for a week or more without any results. That’s not going to help your business grow.

The amount of inventory is limited, so the client that relies exclusively on PI may never realize more than a trickle in sales. Strong stations may not offer any PI inventory at all. When inventory pressure is greatest in fourth quarter, pickings might be slim to none. Therefore, it’s nearly impossible to run a campaign of any significant volume.

We’re not saying that PI advertising is bad. It can be part of any well thought-out campaign that might also include remnant advertising meant to drive sizeable results. At RadioActive Media we understand you have goals for your advertising and we will work with you to achieve those goals. We continue to tweak and refine your ads and time slots to give you the best results. Contact Jeff Pollak at 800/599-RADIO (7234) or text DR Radio to 511-511 and he can design the best advertising campaign for you and your company.

@radioactivemed

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

By The RadioActive Media Team

Today’s ad agency can’t survive by just knowing one thing well. New-age agencies doing the best by their clients have a wide variety of skills and knowledge, not just to be cutting-edge, but to get the job done correctly and completely with measurable results of performance.

Digitalization has completely changed how agencies do their business. While new technologies offer greater speed and flexibility, these new times demand a wider spectrum of expertise to handle the complexities of consumer engagement.

Strategically, today’s agency must know and accept that you can’t place advertising for one medium in a void any longer. Almost all serious businesses with advertising budgets have a web presence.  This makes it a requirement that advertisers choose to get marketing strategies from professionals who understand the various elements need to fit together.

Think of the various considerations as you plan your campaign. Let’s say you plan on using radio advertising.

Let’s take a look at the answers needed just to determine the digital, copy, tracking and testing requirements of a client’s call-to-action to define and generate the parameters for each campaign. There are many other issues such as budget, campaign duration, creative format, talent choices, testing, station/daypart selection and the like. We’ll address those in future posts.

How the Multi-Disciplined  Agency Interviews the Advertiser

Agency: What action do you want your audience to take?

Advertiser:  Buy something.

Agency: Where? Online? At a Store?

Advertiser: Either. Both.

Agency: Do you want to offer an incentive?

A coupon? A discount?

Directions? Locations?

Advertiser: Yes.

Agency: What action do you want them to take?

1)      Go to website

2)      Text to get coupon/discount/locations

3)      Call to order/ give or get information

Advertiser: Yes.

You see where we’re going with this…

Agency: How shall we track results?

1)      Coupon code
2)      Text a word to a code (RADIO to 511-511)
3)      Unique tracking link
4)      Unique phone number
5)      Other
6)      All of the above

Advertiser: Yes.

Of course.

So here is our list of considerations:

1) Drive traffic to website with unique URL

2) Allow to text for coupon/discount/locations

3) Allow to call to order/get info with unique phone number

All of these require:

1) Copy considerations

2) Coordination with:

a. Telemarketers
b. Webmaster
c. Text vendor
d. Other possible liaisons

Yes, the devil is in the details and so are the results.

But great news! Digitalization makes everything faster. Creative is delivered to radio stations in audio files by email. Contracts, trafficking, and invoicing go that way too.  Testing all the various elements before a campaign starts is critical, but a fairly quick process as well.

Perhaps best of all: direct response reporting is also fast. Text message campaign results are available 24/7 with instant analytics. Radio schedules can be verified in a few days so the next decisions about refining campaign elements like creative and offer configuration can be changed just as quickly. The campaign moves on to new, improved benchmarks.

@radioactivemed

The purpose of the program: to find information about DR programs (and the frequency of any alerts)
Message and data rates may apply
Text STOP to cancel alerts
Text HELP for information
A statement of privacy disclosure