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

“We help clients become powerhouses” according to Jeff Pollak of RadioActive Media talking to Jamie O’Donnell of Search Engine Strategies at the recent conference in San Francisco.

See the interview on Youtube

Direct response radio using talk radio hosts like Howard Stern and Rush Limbaugh on satellite radio, internet radio like Pandora, and terrestrial radio to track results measures statistics on websites directly attributable to radio campaigns. Radio increases traffic to websites by 52%, says Pollak, citing an example of Stern driving 600 visitors to a site the first day of a campaign.

@radioactivemed

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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

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By Steve Pollak

It makes a great story when an ad campaign can not only build the awareness of a brand, but also build the value and visibility of a business to make it attractive to prospective buyers.

Matrix Diabetic, a diabetic supply company, started a radio advertising test with Salem Radio Networks. They used talk show celebrity Mike Gallagher to do live reads. Gallagher had a personal story to tell. His son was diabetic and he appreciated having supplies delivered to his house. The :60 spot campaign worked well and began to expand on its success.

Other talk show celebrities were added to the campaign. Rush Limbaugh, Doug Stephan, Michael Savage, Dennis Prager, and Michael Medved were some who recorded voiced spots. Additionally, pre-produced spots were aired on Sirius & XM Satellite Radio. All were designed to drive traffic to the website and phones.

After two years, Access Diabetic, Matrix’ biggest competitor, became interested in Matrix after hearing their campaign on the radio. They then stepped up to purchase the company.

@radioactivemed