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

Radio is a relationship medium. How do you feel about your morning announcer who wakes you up every morning? Kind of like you know the person – their family, where they go on vacation, how they spend their weekends, personal trials and tribulations etc. Do you feel the same way about those actors on your favorite “appointment” TV show? Probably not, after all these are actors’ characters and not real in person. If you are putting most of your dollars in to television only, you may be missing the more personal touch that radio can bring. 

Not enough dollars in your ad budget to incorporate radio into the mix? There are many ways to add more impact to your ad dollars than just adding more dollars. We have covered some of them in previous blogs.

Co-op Advertising

Cooperative advertising is a cost-effective way for the manufacturer who does not sell directly to the consumer to support those companies that have that all-important direct relationship with the customer.  Without the direct-to-consumer companies, manufacturers would need to take over that role and spend advertising dollars. The manufacturers will give you money to advertise their products in your advertising. Read “Advertising Budget Challenged? Co-op Dollars Could be the Answer” to get more ideas on how to use coop advertising to your advantage.

Remnant Advertising

On occasion all media will have remnant advertising. This is when they have air time or space available that hasn’t been sold. Using remnant advertising is where RadioActive Media can save you money. Remnant sales are done fast, and can save you up to 70%. There are some good and bad points to using remnant advertising and you can find those in “Remnant Advertising Saves You Money.”

Per Inquiry Advertising

PI can also be referred to as cost per lead or cost per sale advertising.  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.

Again, there are some facets of PI advertising that you need to be aware of and you can find those details in “Advertisers Cannot Live by PI Alone.”

Promotions

Adding a promotion package to your advertising can give you so much more value than your initial investment. At RadioActive Media we are adamant that a promotional campaign deliver 3-4 times the media investment. A client spending $100,000 to participate in a media event should expect a great return, around $300-400,000, on that commitment. It takes experts to evaluate and negotiate packages of tremendous value.

The team at RadioActive Media participates in creating packages in concert with radio stations. They look at events and contests for possibilities. Often canned station packages won’t provide enough value, aren’t appropriate or creative enough to explore all the potential added value. For more ideas, check out “Radio Promotion Worth 3 Times their Cost” and “Cross Promotion Campaigns – Everybody Wins.”

RadioActive Media is interested in getting you the best results for your investment. We can offer you many more suggestions that can save your money on your advertising. Just give Jeff Pollak a call at 800-559-RADIO (7234), text DR RADIO to 511-511 and start the discussion.

@radioactivemed

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

By the RadioActive Media Team

The right promotion will impress an advertiser’s audience, increase visibility, connecting it by association with stations, concerts, contests, or other events. At RadioActive Media we are adamant that a promotional campaign deliver 3-4 times the media investment. A client spending $100,000 to participate in a media event should expect a great return, around $300-400,000, on that commitment. It takes experts to evaluate and negotiate packages of tremendous value.

The team at RadioActive Media participates in creating packages in concert with radio stations. They look at events and contests for possibilities. Often canned station packages won’t provide enough value, aren’t appropriate or creative enough to explore all the potential added value.

If a station has a booth at an event, how can leads be generated for the advertiser? Can brochures be given out at the booth? Can visitors sign up for giveaways, expressing their level of interest for the product/service?

If there’s a concert, how about on-screen exposure and sponsor messages at intervals?

Obviously every client and opportunity has to be carefully matched and their entire program developed and planned extensively. With that said, let’s go ahead and look at many of the options for campaign inclusion.

While the rules for sweepstakes have caused stations to be leery of collecting audience information to pass through to advertisers, it’s absolutely possible and easy to encourage visitors to receive discounts, coupons, prizes or other benefits when they go to either the station or advertiser website and give permission (opt-in) for additional messages.

Stations can do emailings to their own subscribers, or promote on their Fan Pages. Advertisers should expect promos for participating as sponsors in contests. Speaking of social media, there are a myriad of opportunities for expansion of exposure in promotion on Twitter, Flickr, YouTube, to name a few.

When stations use other media like print or TV, they can feature sponsors. Many times they’ll have spots voiced by talent at no additional charge. Inclusion in press releases and mentions in appearances by promotion teams are more great examples of stretching value. “Bumpers” or audio messages going into commercial, news and other station breaks kick the impression level up another notch.

New opportunities are expanding. Stations have iPhone apps. Sirius XM provides offer codes to pad displays. Radio ads have calls-to-action that ask consumers to text message which can generate text, audio, video responses and coupons. Driving traffic to websites is just the beginning of what’s possible.

To learn more about how radio promotional campaigns can be developed into spectacular successes for consumers and advertisers alike, reach out to Jeff Pollak at 800-559-RADIO (7234), text DR RADIO to 511-511.

@radioactivemed

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Creative Promotional Packaging Builds Tremendous Value and Gets Great Results

By Steve Pollak

Here’s another case where a radio ad campaign helped build a company so well that it became attractive to interested buyers.

In 1999, TravelWorm.com was the leading reseller of hotel rooms in Las Vegas running ads in the back of the Los Angeles Times’ Vegas travel section. Talk show personalities Howard Stern and Tom Leykis were brought in to voice commercials that were used in a national radio campaign which ran for over 3 years.

As a key sponsor of the Stern Show in Vegas at the Hard Rock Hotel Casino 2 years in a row, a complete promotional package was developed and assembled including on-air appearances, TV, pictures on the set, and logo presence included on microphones. TravelWorm also provided all the airfare for all the guests, talent and crew.

TravelWorm provided a grand prize of a trip for two to Paris for The Ms. Howard Stern Beauty Pageant. Years later, after the Stern show moved to Sirius-XM, the shows have been replayed and can be heard periodically to this day.

The radio ad campaign with a powerful promotion package of tremendous value greater than its cost helped build a brand name, attracting the interest of the likes of Hotels.com, who eventually bought TravelWorm.

@radioactivemed