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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

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Tags: direct response advertising, marketing strategies, offer configuration, text message campaign

This entry was posted on Thursday, May 13th, 2010 at 11:00 am and is filed under Mobile Media, Radio Advertising, Radio Content, Radio Direct Response, Radio Long-Form Advertising, Radio Personalities, Radio Text Messaging, Satellite Radio, Sponsored Radio Programming. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.