Tracking Results of your Radio Direct Response Campaign and Making Changes – Common Mistake #5
By the RadioActive Media Team
Advertisers should expect accountability. Yes, you absolutely can and should track the results of your radio advertising. To that end you need to build a product/service configuration before you craft the creative.
Plan Ahead to Choose the Tracking Methods
What actions do you want interested consumers to make? Next, plan what you want to implement that will be promoted. Is it a coupon? Is it a new landing page, a toll-free number, and/or a text address? All of these things can be tracked to determine conversions.
Analyze Test and Rollout Results to Make Changes for Improvement
Equally important, once these actions are built into reporting, the analysis will generate intelligence that can be acted on to massage your campaign and improve results. That’s why direct response advertising has the built-in concept of testing to keep initial costs down while various parts are being tweaked. Elements that are tweaked can include the creative, the media schedule, the call-to-action and even the original offer!
Weekly Reporting
Specifically with radio campaigns, determination of the spots that actually ran with their times can be pulled together weekly, as we do at RadioActive Media. With coordination from the client and their other vendors, we pull together results from phone, text, and website components of the campaign. These elements have all been built out with tracking mechanisms like unique vanity phone number, unique text names and unique URLs and/or promo codes.
Upon completion of a test, determination is made whether to use those initial results as the first benchmark from which subsequent results will be judged as efforts are focused to expand and improve the campaign. Week after week, as new media are added, a track record emerges. Retention of each performing station/time period maintained. The rollout to new, additional markets and time periods continues to be evaluated for keepers.
24/7 Instant Reporting
When we do a complete 1-2 punch of mobile media marketing by using radio campaigns with text messaging, we have the additional advantage of instant results 24/7 from the text part of the campaign. We don’t have to wait for the weekly results from the radio campaign to get an idea of the reaction we’re getting. Real-time measurements include time and programming, user area codes and number of occurrences. Coming soon, we’ll also have the GPS location which can dramatically enhance what opportunities retailers can provide their customers to increase traffic.
Tracking of radio ad campaigns should be the norm in this day and age. The options in elements for reaction continue to make the advertisers capabilities greater to be and get reaction from wherever the consumer is. Accountability: expect it!
More Articles in this series:
Give It Enough Time: Make a Commitment to Your DR Radio Campaign – Common Mistake #1
Finding the Right Radio Station for Your Product – Common Mistake #2
Creating Enough Frequency – Common Mistake #3
Create engaging copy – Common Mistake #4
@radioactivemed
Tags: call-to-action, campaign rollout, campaign testing, direct response results, text messaging advertising
February 19th, 2010 at 8:43 am
[...] Tracking Results of your Radio Direct Response Campaign and Making Changes – Common Mistake #5 [...]
February 19th, 2010 at 8:44 am
[...] Tracking Results of your Radio Direct Response Campaign and Making Changes – Common Mistake #5 [...]