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

At RadioActive Media, we see cross promotion as a way of reaching 2x the potential customers when Advertiser A includes Advertiser B in the message and Advertiser B includes Advertiser A in their message.  Yes, it really can be that simple.

Cross promotion campaigns have different definitions and numerous examples.  These campaigns can be quite straightforward such as a point of purchase signage exchange to the more modern version of link exchanges on websites. There does need to be some synergy within the target markets.

Green is a fantastic category to explore the possibilities of cross promotion campaigns. Have you seen the news that Westinghouse has licensed its brand name to Akeena Solar?

“Westinghouse Solar panels will then be marketed and installed by Akeena and its network of installers as well as Lowe’s, the home improvement chain.” – Greentechmedia.com

Solar panel installers already identify the manufacturer(s) they install and many times include logos and/or links on their site for the manufacturers.  As described, this is a one-way promotion:

SOLAR PANEL INSTALLER       SOLAR MANUFACTURER

A true cross promotion would be:

SOLAR PANEL INSTALLER    SOLAR MANUFACTURER

So how would this work?  The solar panel installation company creates a radio campaign that mentions they install the solar manufacturer’s excellent product and could even include a discount, a contest or a longer warranty.  The solar manufacturer creates a radio campaign that mentions the great installation services of the solar panel installation company and includes the discount, contest or longer warranty.

To make it easy for the customer (and create a trackable cross promotion campaign) we suggest adding text messaging to the campaign.  Text SOLAR to ### ### for details.  Text SOLAR to ### ### to receive your discount.

You get the idea and we have ideas in creating cross promotion campaigns.  Contact Jeff Pollak at 800/599-RADIO (7234) or text DR Radio to 511-511 800-559-RADIO (7234) for a free consultation.  Let us help you build your brand to the same kind of success as our other clients.

@radioactivemed

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Breaking News from the desk of Steve Pollak:

“Inventory is getting tight on Sirius XM and more particularly on The Howard Stern Channel, as a result, Sirius XM is quietly letting it’s advertisers know they intend to raise their spot rates almost 50% if the schedules are not booked by tomorrow 1/29/10. Supposedly these increased rates may be in effect through the end of March ’10.”

If you are looking to use talk radio any time soon (and sooner is better than later!), call Jeff Pollak at 800-559-RADIO (7234).

By The RadioActive Media Team

Radio offers so many advantages over other media for advertising, but sometimes advertisers forget some important things about radio advertising. This is the first of a series in which we will expound on each of these common mistakes.

Give it enough time

Advertisers never give enough time to their advertising schedule. Most figure if they don’t see results in 4 or 5 weeks, it’s not working. WRONG! Give your schedule at least 13 weeks to work. Listeners can hear your spot anywhere from 3 to 10 times before they take action. If your schedule is too short in length, you may miss an opportunity to reach someone at just the right time. Prepare to be on the air for a minimum of 13 weeks and your response will increase.

Give It Enough Time: Make a Commitment to Your DR Radio Campaign – Common Mistake #1

Hit the right target market

Now that you have your 13 week commitment, make sure you are on the right stations. I know that sounds simple, but your favorite radio station may not be the right audience for your product. Make sure your target audience is the audience that listens to that station.

Finding the Right Radio Station for Your Product – Common Mistake #2

Run the right amount of spots

Again, it sounds simple, but you want to make sure you are running enough spots to reach your target audience. You want to create the right frequency to get response. If you know that your prospects take six times to respond to your ad, make sure you have enough frequency in your schedule to get that response.

Creating Enough Frequency – Common Mistake #3

Create engaging copy

You are not advertising on TV; you are advertising on radio, so paint a picture and have copy that engages the listener. Change it up frequently; don’t let it get stale. People respond to different things and you want to get the most response out of your audience. Also, you will want to have a simple phone number to remember or text to and an easy website to direct people to. Your audience may not be able to write your number or website down immediately so you want it to be something that they will remember easily.

Create engaging copy – Common Mistake #4

Track your response results and make changes

When you track your responses, you’ll know what time slots are working best for you. Then you can make adjustments to your schedule to get the best results. Don’t be afraid to change things up.

Radio advertising can give you the best bang for your buck. Just remember to keep these things in mind. Radio isn’t strange or difficult, but you can’t think of it in the same way you think of television.

Tracking Results of your Radio Direct Response Campaign and Making Changes – Common Mistake #5

@radioactivemed