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Member You - The Eight Ways Direct Response Radio Enhances DRTV Advertising Campaigns
A call today on our Redundancy Hot-Line started us thinking again about the contradictory implications of old legislation on new rulings on Ageism, due to come into force in the UK in October 2006.At the moment the European Equal Treatment Directive, commits the UK Government to introducing legislation outlawing age discrimination in employment and vocational training, by October 2006, but critics say that so far the government has been acting only in employer’s best interests.In July 2005, the Government published the draft regulations on age discrimination. Whilst the regulations are subject to further consultation and some elements may therefore change, they provide a strong indicator as to how the legisl
4. Refine the “back-end” of your campaign There are many moving pieces to a successful direct response advertising campaign. The creative and the media are “front end”. The “back end” is comprised of areas such as sales, customer service, fulfillment. It can also include manufacturing and merchant processing. Leveraging radio allows you to refine many of the back-end details that go into making a campaign successful without the pressure that comes with a large ad de
This afternoon I realized the inevitable: lemonade stands just aren’t effective anymore. Now, I understand that “anymore” is a confusing term. I could be noting that lemonade stands were effective up until this morning, or I could be noting that they haven’t been effective since the invention of refrigeration. But none of that matters. All I know is that I have no plans in the near future to buy lemonade from a stand, especially while sitting. And it is primarily because the kids who run lemonade stands maintain business practices that are, quite frankly, too good. Here are some examples:No tax — Kids very rarely add tax to their lemonade prices. Some may argue that it’s because they are already charging 50
Direct response television (DRTV) advertising can be very effective at driving profitable sales. However the high cost of creating and modifying the ads and the lead times associated with DRTV leave room for another more nimble medium to serve a significant purpose. Radio fills that void extremely well, and done right it can significantly enhance the profitability of any DRTV effort.
DRTV is the bread and butter of any huge success. Why? Because you can make the most money the fastest via TV. It’s also the most expensive and risky channel – so one has to consider the risk/reward tradeoff. As you’ll learn, radio plays the role of “risk minimizer” – that’s why including radio in your marketing efforts is such a smart business move.
We routinely work with DRTV agencies to craft a strategy that allows radio to provide the most strategic value to a DRTV campaign. Below you’ll find out why the most successful, most profitable DRTV campaigns also include radio advertising.
Before You Launch – How Radio Will Boost Profits
1. Radio will create a profit stream that can fund DRTV development efforts DRTV development and media testing is costly and requires a long timeline. In contrast, radio ad development and testing is inexpensive and quick. What costs $100,000 in TV costs $1000 in radio. What takes 3-6 months in TV takes 2-4 weeks in radio. With these advantages, you can build a radio campaign that delivers profits that can finance the TV development.
2. Radio will provide a source of testimonials Almost without exception, infomercials and DRTV spot ads are more effective if they contain real testimonials from real customers. Initiating a radio campaign prior to launching in DRTV provides a source of qualified, legitimate, authentic testimonials – and as every DRTV creative agency will tell you, those characteristics will make for very compelling stories that sell your product.
3. Learn about customers with real data, and gather insights inexpensively The radio ad development process will push your creative team to uncover the core customer insights that will drive the campaign, regardless of media channel. Therefore creative efforts in radio can be a valuable input into the TV ad development – not that they will transfer exactly, but the core elements of the psychology behind the appeal of the product will become clearer. This will greatly enhance the efficiency and effectiveness of the TV ad development.
4. Refine the “back-end” of your campaign There are many moving pieces to a successful direct response advertising campaign. The creative and the media are “front end”. The “back end” is comprised of areas such as sales, customer service, fulfillment. It can also include manufacturing and merchant processing. Leveraging radio allows you to refine many of the back-end details that go into making a campaign successful without the pressure that comes with a large ad dev
Stress is our reaction to people or things going on around us. Sometimes these things are positive, i.e. a vacation, a promotion or a special event. Sometimes the things are negative, i.e. a traffic ticket, someone you care about is ill, or projects at work are not meeting deadlines.How do you manage your mood when:• There is too much to do and not enough time to do it in?• People around you seem to have time to do fun things and you don't?• Things are happening around you that you have no control over?• Projects at work are not meeting deadlines and you are working longer hours?Susan Vaugham, MD, a psychiatry professor at Columbia University states in her book, Half Empty, Half
We routinely work with DRTV agencies to craft a strategy that allows radio to provide the most strategic value to a DRTV campaign. Below you’ll find out why the most successful, most profitable DRTV campaigns also include radio advertising.
Before You Launch – How Radio Will Boost Profits
1. Radio will create a profit stream that can fund DRTV development efforts DRTV development and media testing is costly and requires a long timeline. In contrast, radio ad development and testing is inexpensive and quick. What costs $100,000 in TV costs $1000 in radio. What takes 3-6 months in TV takes 2-4 weeks in radio. With these advantages, you can build a radio campaign that delivers profits that can finance the TV development.
2. Radio will provide a source of testimonials Almost without exception, infomercials and DRTV spot ads are more effective if they contain real testimonials from real customers. Initiating a radio campaign prior to launching in DRTV provides a source of qualified, legitimate, authentic testimonials – and as every DRTV creative agency will tell you, those characteristics will make for very compelling stories that sell your product.
3. Learn about customers with real data, and gather insights inexpensively The radio ad development process will push your creative team to uncover the core customer insights that will drive the campaign, regardless of media channel. Therefore creative efforts in radio can be a valuable input into the TV ad development – not that they will transfer exactly, but the core elements of the psychology behind the appeal of the product will become clearer. This will greatly enhance the efficiency and effectiveness of the TV ad development.
4. Refine the “back-end” of your campaign There are many moving pieces to a successful direct response advertising campaign. The creative and the media are “front end”. The “back end” is comprised of areas such as sales, customer service, fulfillment. It can also include manufacturing and merchant processing. Leveraging radio allows you to refine many of the back-end details that go into making a campaign successful without the pressure that comes with a large ad de
The Productive Environment Scorecard™ for organizationsRead the statements below and rate your reactions to each pair of phrases. Decide where you rate on the scale from 1 (You rate yourself low) to 10 (You rate yourself high).1. We waste no time looking for information and other sources.2. I am confident that we can find information that is legally required.3. We have plenty of space in our office.4. We do have a well-managed library.5. We do have a systematic method for office clean-out.6. We have identified what information should be kept for historical purposes.7. We do train new employees how to manage information.8. We have a system for managing work in
2. Radio will provide a source of testimonials Almost without exception, infomercials and DRTV spot ads are more effective if they contain real testimonials from real customers. Initiating a radio campaign prior to launching in DRTV provides a source of qualified, legitimate, authentic testimonials – and as every DRTV creative agency will tell you, those characteristics will make for very compelling stories that sell your product.
3. Learn about customers with real data, and gather insights inexpensively The radio ad development process will push your creative team to uncover the core customer insights that will drive the campaign, regardless of media channel. Therefore creative efforts in radio can be a valuable input into the TV ad development – not that they will transfer exactly, but the core elements of the psychology behind the appeal of the product will become clearer. This will greatly enhance the efficiency and effectiveness of the TV ad development.
4. Refine the “back-end” of your campaign There are many moving pieces to a successful direct response advertising campaign. The creative and the media are “front end”. The “back end” is comprised of areas such as sales, customer service, fulfillment. It can also include manufacturing and merchant processing. Leveraging radio allows you to refine many of the back-end details that go into making a campaign successful without the pressure that comes with a large ad de
People have for decades made jokes about New Hampshire's state motto, "Live Free or Die", making the connection between the saying and New Hampshire residents' famous - or infamous - resistance to broad-based taxes like income and sales taxes. New Hampshire has also been skewered about its reliance on so-called "sin taxes", including room and meals taxes and levies on booze and cigarettes. The state has notoriously kept cigarette and liquor prices lower than its neighboring states, resulting in a brisk business in these products along the borders of Vermont, Massachusetts, and Maine.But the joke's on the state's neighbors: The favorable tax climate has become a magnet to businesses deciding to move to New Hampshire
3. Learn about customers with real data, and gather insights inexpensively The radio ad development process will push your creative team to uncover the core customer insights that will drive the campaign, regardless of media channel. Therefore creative efforts in radio can be a valuable input into the TV ad development – not that they will transfer exactly, but the core elements of the psychology behind the appeal of the product will become clearer. This will greatly enhance the efficiency and effectiveness of the TV ad development.
4. Refine the “back-end” of your campaign There are many moving pieces to a successful direct response advertising campaign. The creative and the media are “front end”. The “back end” is comprised of areas such as sales, customer service, fulfillment. It can also include manufacturing and merchant processing. Leveraging radio allows you to refine many of the back-end details that go into making a campaign successful without the pressure that comes with a large ad de
Outdoor advertising is enjoying a surge in popularity largely due to its relative cost effectiveness at reaching large numbers of people when compared to other mass media such as broadcast or print.On the positive side, an outdoor billboard space in Australia is generally “purchased” for a month while a major newspaper advertisement lasts one day. In broadcast, it’s as short as 15 or 30 seconds.So given this longevity, a well-executed outdoor advertisement (often at around the same price as a large newspaper advertisement) can be a good cost effective press advertising alternative.Of course, one of the limitations of billboards is that, compared to other forms of media, they cannot hold much detail. D
4. Refine the “back-end” of your campaign There are many moving pieces to a successful direct response advertising campaign. The creative and the media are “front end”. The “back end” is comprised of areas such as sales, customer service, fulfillment. It can also include manufacturing and merchant processing. Leveraging radio allows you to refine many of the back-end details that go into making a campaign successful without the pressure that comes with a large ad development budget and large media buys. Refine the sales scripting, the offer path, pricing, and upsells so your close rate and average revenue per order are strong. Establish and improve the “save the sale” efforts in your customer service area. And fix any product or packaging issues that would drive a high return rate and therefore impede a rapid TV roll-out.
Already Running a DRTV Campaign? Here’s How Radio Will Boost Your Profits:
1. Acquire incremental new customers It is commonly known that Radio and TV audiences don’t overlap very much. That means when you advertise with radio, you aren’t cannibalizing your TV sales. You are reaching a whole new group of customers. Nearly all TV campaigns reach a point where their results begin to fall off. If you want to maximize the profit of your campaign, and build the strongest brand, you can’t do it without radio.
2. Establish a strong competitive position in the market You’ve spent a lot of time and money building your DRTV campaign and you’re finally reaping the profits from it. Your media spend has grown and you know you’re one of the top advertisers. So does the competition. If you want to establish a strong position in the marketplace verses the competition, leaving radio out of the mix is a terrible mistake. Many new entrants will look for that weakness, establish a profitable radio campaign and fund their competitive entry into TV. The next thing you know, your entry into retail is threatened.
3. Minimize call abandonment through efficient call center scheduling This is particularly true for soft-offer campaigns which typically go to “smaller” call centers where staffing is a science based on the call forecast. Basic math says that radio will produce smaller call spikes. As a result, radio can “smooth out” the call volume and allow the call centers to effectively staff so they don’t abandon the calls coming in off of TV.
4. Inexpensive means of ongoing creative testing Fresh creative appeals are the lifeblood of all successful advertising campaigns. Without them, you have a “flash in the pan” campaign. With them, you have a long-running success that becomes a brand. That’s why ongoing testing is so important. Radio provides a low cost way to ensure ongoing testing of different appeals, offers, pricing, or packaging on a smaller scale before rolling out. And while radio campaigns can be set up as mass appeal like TV, but th
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