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

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

By the RadioActive Media Team

As an advertiser or media planner, are you willing to go outside your comfort zone to test direct response radio?

“The effectiveness of leadership is seen by his or her ability to rock the boat, which means that the leader never becomes complacent at any level of achievement or accepts the status quo” writes NC Narrayan in Defining the Role of Champions in Business Excellence.

Many traditional advertisers historically have sniffed at direct response referring to many of the “slicer dicer” companies as not being in their same league. During economic downturns, “champions” explore new options to stretch ad dollars.

1. Advantages of Direct Response Radio
2. Stretching the traditional ad dollar by 20%
3. Minimizing risk by testing in small increments
4. Sales and lead tracking
5. Tweaking campaign from results to continually improve benchmark goals
6. Achieving reach goals by using multiple dayparts and formats

Trying direct response radio minimizes the risk of a new initiative by offering the ability to test incrementally by budget and market. The tracking capability of each spot in the test provides sales/leads per spot. As soon as the next day, analysts can massage a media buy to add the most efficient time slots and cancel others, continuing to tweak with each result, thereby constantly improving from initial benchmarks.

By testing and expanding campaigns in this way, reputations have been made. The proof is in the results. Advertisers learn that 3 different dayparts coupled with a variety of formats gets them the same reach as campaigns with the prestige of primetime for a lot less money and the accountability of result details by station, day and time period.

The Marketing Director for a solar panel installation company became a hero when she turned to direct response radio and improved their cost per lead by 75%.

Another marketing manager chose direct response radio in combination with text messaging to hit the heights of iPhone’s Top Paid Apps and Top Grossing Apps lists.

These and many other “champions” look to direct response radio to build sales and brands with much success, improving their position and moving into new, higher ones.

“In fact, a leader should foresee the trouble the organization will face in the coming years and initiate changes when everything is going well in the eyes of others. Rocking the boat means driving the organization to change when everything appears to be fine.” NC Narrayan

Certainly champions improve the sales and attractive perception of their companies by willing acquirers (See Building Brands with Radio Ad Campaigns – Creatively and Building Brands with Radio Ad Campaigns: How Advertising Can Make a Brand Attractive to Buyers.

So when you reflect on the advantages to stretch media dollars while minimizing risk to start small and expand with continual test increments and quick results, doesn’t direct response radio start to make sense?

Champions in business shake off complacence by choosing options like direct response radio that let them minimize their risks and continue show and share results quickly.

Related Posts: Case Studies Blog Post

Driving Down the Cost per Lead by 75%: Green Marketing Case Study

134,000 Apps: How Will Yours Stand Out and Be Found

Building Brands with Radio Ad Campaigns – Creatively

Building Brands with Radio Ad Campaigns: How Advertising Can Make a Brand Attractive to Buyers

@radioactivemed