Direct response radio advertising delivers measurable
and profitable returns when the campaign is methodically
planned, carefully crafted and effectively executed.
However, the success of any campaign hinges on the
complete understanding of how all essential pieces
work together. At the radio advertising agency, posing
the right questions to your client from the start
is critical for achieving and enjoying open lines of
communication and maximized results. Below are
crucial questions you will want to ask in developing
your next radio campaign.
When working with an advertiser, determining the
demographic and sociographic make-up of likely buyers
is just the beginning. Understanding precisely what
benefits differentiate your client’s product or service
from competitors makes it easier to accurately position
their company and highlight their unique selling
point. As part of your research, you’ll want to educate
and familiarize yourself as much as possible with any
and all competition.
With a thorough understanding of your client’s
target consumers, and how the product or service
improves lives in comparison to existing alternatives,
you’ll need to jointly determine what length of radio
advertisement would be ideal for effectively conveying
these must-have benefits - 30 seconds, 60 seconds or,
perhaps, 28 minutes. You’ll also need to decide where
advertising dollars will be spent. Will these spots
air locally or nationally, and what will be the flight
dates? The client’s budget will dictate what’s realistic
in regards to the creative process, the length of ads,
and where and when time is purchased.
If you discover your client has advertised previously,
you’ll want to know what offers or incentives
were employed, where the ads ran and what creative
was used, including testimonials, endorsements or a
spokesperson. Having access to spots your client has
done before would be extremely helpful. You can then
see if the approach was a hard sell with the inclusion
of price points, a soft sell promoting a risk-free guarantee,
or lead generation featuring a free catalog or
DVD within the call to action. Generally, the trend
in DR radio today is to utilize the soft sell or lead
generation approach, as price points within the creative
may ultimately compromise the campaign’s success.
Important to note: You’ll need to be kept informed if
your client will be using you exclusively or running
simultaneously with another company like yours.
When it comes to measuring success, it’s extremely
important to determine your client’s goals in regards
to cost per call, click, lead and sale. You’ll also need
to be made aware upfront if the campaign will focus
solely on a primary sale or if there will be secondary
products included in the offer. For example, an ad for
an anti-wrinkle cream also may feature a body lotion
designed for firming skin around the neck and face.
There may even be multiple secondary sales incorporated
into the campaign. If the average price point is
set too low, using radio may not prove practical unless
there are continuous reorders or the product draws
huge mass appeal.
Another question you’ll want addressed is which
distribution channels will be targeted for ordering your
client’s product or service. With radio, you can easily
drive listeners to call, click or head straight to retail.
If the product or service is designed to be ongoing,
effective plans for continuity will need to be established.
But wait, there’s more. Will your client’s telemarketing
include an IVR system or a live partner? Will
calls be accepted 24/7, 365 days a year or will daypart
restrictions lead to limitations pertaining to reaching
a live person and buying? Will you receive tracking
of calls on an hourly or daily basis? A sample of daily
tracking is preferred, as batch tracking at week’s end
is clearly not as effective. Will your client supply you
with all the phone numbers and URLs you need? In
addition, you’ll want to know if they’ll be utilizing your
production services, and if they’ll be paying in advance.
To ensure a successful radio campaign and solidify cost
per cail, click, lead or sales goals, campaign metrics need
to be shared, and compelling creative must be crafted.
Constructing an effective offer and campaign that breeds
favorable ROI requires every piece of the jigsaw puzzle
fitting together through detailed and accurate answers
to the these questions. Ideally, every participant should
operate from the same foundation to help minimize
costly mistakes and maximize profits.