Radio: A strong component in direct response marketing

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From: Direct Response - Digest of Direct Marketing
Publisher’s Corner

Radio: A strong component in direct response marketing

By Craig A. Huey

Over the last 10 years, consumer and business marketers have realized that direct response radio advertising can help bring them cost-effective leads and orders.

This success can be directly attributed to the proliferation of cellular phones. People who hear radio commercials while they are driving respond quickly to the commercial, instead of waiting until they have reached their destination and have access to a traditional phone.

Another important reason for direct response radio commercials’ success is the segmented nature of radio stations. Each station conforms to a given format: talk radio, news or music. What’s more, radio stations playing music are broken down into music genre categories (i.e., country, classical, rock) and some of those genres are broken down even further, into separate subgenres that each have their own station and audience. For example, the genre of “rock music” can be broken down into “Top 40 music,” “classic rock,” “oldies,” etc.

Advertisers must take into account not only the demographic groups of a particular station, but the way the audience of a given station listens. Radio stations broadcasting talk shows and news have “foreground” programming (i.e., the audience listens closely to the station to hear what is being said). Some stations that broadcast music are “background” (i.e., the listener is usually doing other activities while the music is being broadcast). It’s been found, unsurprisingly, that ads run on “foreground” stations get better response.

It’s also been found that the commercials that come first in a sequence of radio commercials tend to pull the best response, mainly because listeners (especially those driving while listening) will switch stations soon after the commercials begin. A commercial that comes at the end of a sequence is four times less likely to be heard than one that comes at the beginning of a sequence.

Other stations are being very innovative, creating listener databases for multiple promotions. One station that caters to direct response has an “ad line”—24 hours a day, any listener may call if he did not hear the toll-free number or details of the commercial.

Radio can be a very productive medium for direct response marketing. Keep in mind the following tips:

•	Two-step commercials that ask the prospect to look for an ad in the paper should be avoided.
•	Stations with live announcers are better for advertisers than stations with prerecorded announcements and programs. If you have a strong personality on a talk show format, have the announcer read the commercial.
•	Many stations don’t have a strong personality. In that case, use a well-produced commercial.
•	Celebrities will be expensive and the contracts will be a hassle, so they should not be used in ads unless you have a good connection.
•	Do not let a radio station’s creative team do the commercials. Most failures are from inferior creative approaches.
•	Some stations still allow per-inquiry advertising. Try it, but don’t be discouraged if you find the best stations won’t entertain the concept.
•	At least 15 seconds of a 60-second commercial should be used to make the closing statement and say the toll-free number. Toll-free numbers should be repeated at least twice.
•	Toll-free numbers using words, such as 1-800-DENTIST, are useful and should be used if available.
•	Marketers should use a direct response agency that will research the right station and negotiate the best rates.
•	Marketers should always test at least two creative or offer approaches, as they would for a television commercial or a direct mail piece.

Radio reaches a different audience than many other media. And it can be used not only as a stand-alone campaign, but also as a supplement to a direct mail campaign. Try radio. It’s low cost and can be tested without high risk.

For more information, contact Craig Huey at Creative Direct Marketing Group, 21171 S. Western Ave., Suite 260, Torrance, CA 90501. Call 1-310-212-5727, fax 1-310-212-5773 or email craig@cdmginc.com.

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EDITOR’S NOTE:

Let me write powerful direct response copy for your direct mail or website.
I’ll turn your features into benefits and you’ll dramatically increase your response. Call me at 1-310-212-5727 today. Or e-mail me at craig@cdmginc.com.

I’ll be glad to talk to you about these powerful marketing tools. One of them could provide you with the marketing breakthrough you’ve been looking for. Please call me at (310) 212-5727 or e-mail me at craig@cdmginc.com.

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Craig Huey

Mr. Huey is recognized as one of the world’s leading experts in direct response marketing. Mr. Huey is winner of over 30 major marketing awards for breakthrough campaigns for multimillion-dollar sales.

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Folio: PLUS
P.O. Box 4272
Stamford, CT 06907
Volume 29, Number 11

21171 S. Western Ave., Suite 260, Torrance, CA 90501
Tel: 310-212-5727 • Fax: 310-212-5773
craig@cdmginc.com

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