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Add You - Adding Radio Advertising to Your Direct Marketing Mix
Everyday worldwide thousands of portable display stands, such as pop up stands and banner stands are bought by uneducated buyers. With an ever increasing number of exhibition and display companies competing for trade on the internet, it's easy to see why these novice shoppers are sucked into a purchase that they believe to be an unbelievable bargain; only to find out in a few short days, weeks or months that they have bought shoddy goods - and to make it worse there is little or nothing they can do about it.If you’re exhibiting at a trade-show or attending an event then it’s almost certain that you’ll b
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method
Moving your company from a small office or a home to a larger office can be an exciting time but it can also be a very expensive time. Office furniture can be expensive and depending on the type of business you are running can inhibit your employee's energy and productivity. I have often found that walking into an office with neon lighting and gray cubicles on all side takes the energy out of me as soon as I move into the room. I feel this is to often the way that companies find solutions for their office needs. With a little creativity and some advanced planning for you move you can setup your office to run w
According to the Radio Advertising Bureau, the average American listens to radio more than 19 hours a week. So why don't more direct response advertisers use this medium? After all, many direct marketers find that their radio response converts up to 25-50% better than their television response.
Although radio has some limitations, it has terrific potential for many types of offers. If you want to make the most of your direct response radio advertising, consider the following strategies for success:
Lead generation offers are best for response
It's challenging to get people to order and pay for a product or service right after they hear a radio ad, unless you offer them something for free or at no risk in the commercial. Structure your radio offer so that listeners call for a free information kit, free trial offer, free appointment, free sample, etc. Your product must have a reasonable advertising margin built in for a two-step conversion process. If a two-step is uneconomical and you need to close the sale in the initial call, you will still need a free trial offer or a no-risk offer. Get the conversion you need by making sure you use an inbound telemarketing provider that knows how to sell, upsell and close the sale!
Think twice about visually dependent products
The "one-step close" selling model will not work on radio if a visual orientation or demonstration is critical to your success. The only exception might be if you already have significant brand awareness from TV, print or online advertising. If you have a visually-oriented product, you'll have a better chance of converting inquiries into customers if you structure your radio offer around a free video, brochure, website demo or other visual support.
Make the most of listeners' relationships with their stations
Radio is a personal, one-on-one medium. Everyone has one or more favorite radio stations that they listen to each week. Take advantage of those qualities to sell your product or service and you'll see better results. Consider making a "special offer for WXYZ listeners." Ask the radio stations to read your ad live or record it using their own personalities. This technique provides endorsement value that you can't get from a pre-produced spot. Plus, your ad will sound more like the individual radio station that's airing it. It's amazing how different the same copy can sound on a news station compared to a country station.
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method
When doing medical billing and electronically transmitting claims, trailer records may only be a bunch of totals to some of us. But to the insurance carrier who is being billed, these trailer records could very well mean the difference between your whole claim file being accepted or rejected. In this installment we resume our review of the XA0 claim trailer record, picking up with field number 9.XA0 field 9, positions 33 - 34, is the HXX record count. This is the number of H records, or narrative records being transmitted to the carrier. Because narrative information can be required for just about a
It's challenging to get people to order and pay for a product or service right after they hear a radio ad, unless you offer them something for free or at no risk in the commercial. Structure your radio offer so that listeners call for a free information kit, free trial offer, free appointment, free sample, etc. Your product must have a reasonable advertising margin built in for a two-step conversion process. If a two-step is uneconomical and you need to close the sale in the initial call, you will still need a free trial offer or a no-risk offer. Get the conversion you need by making sure you use an inbound telemarketing provider that knows how to sell, upsell and close the sale!
Think twice about visually dependent products
The "one-step close" selling model will not work on radio if a visual orientation or demonstration is critical to your success. The only exception might be if you already have significant brand awareness from TV, print or online advertising. If you have a visually-oriented product, you'll have a better chance of converting inquiries into customers if you structure your radio offer around a free video, brochure, website demo or other visual support.
Make the most of listeners' relationships with their stations
Radio is a personal, one-on-one medium. Everyone has one or more favorite radio stations that they listen to each week. Take advantage of those qualities to sell your product or service and you'll see better results. Consider making a "special offer for WXYZ listeners." Ask the radio stations to read your ad live or record it using their own personalities. This technique provides endorsement value that you can't get from a pre-produced spot. Plus, your ad will sound more like the individual radio station that's airing it. It's amazing how different the same copy can sound on a news station compared to a country station.
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method
Advertising and promotion has become an essential part to survive in the business world. It is quite obvious that marketing will enable people to know about all the information on products and services that they have to tell. There are a lot many mediums that are available in the market that can be used for this purpose. Some of them are newspapers, banners, posters, car magnets, pamphlets and many others. Out of the list of all these forms of promotion, car magnets are being considered as one of the best forms. It is because car magnets can be put on any vehicle and wherever the vehicle goes, people will sure
Think twice about visually dependent products
The "one-step close" selling model will not work on radio if a visual orientation or demonstration is critical to your success. The only exception might be if you already have significant brand awareness from TV, print or online advertising. If you have a visually-oriented product, you'll have a better chance of converting inquiries into customers if you structure your radio offer around a free video, brochure, website demo or other visual support.
Make the most of listeners' relationships with their stations
Radio is a personal, one-on-one medium. Everyone has one or more favorite radio stations that they listen to each week. Take advantage of those qualities to sell your product or service and you'll see better results. Consider making a "special offer for WXYZ listeners." Ask the radio stations to read your ad live or record it using their own personalities. This technique provides endorsement value that you can't get from a pre-produced spot. Plus, your ad will sound more like the individual radio station that's airing it. It's amazing how different the same copy can sound on a news station compared to a country station.
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method
Businesses usually spend about 2 to 5% of their annual gross sales on advertisements. Some companies use the cash method yet others use the task method for determining their advertising budget. Cash method is when they use that 2 to 5% of gross sales for advertisements and task method is determined based on their past experiences.It is imperative that small businesses do not waste the small amount of money they can afford on advertisements by using ineffective marketing and advertising strategies. They have to figure out how to save money yet not compromise on the quality and reach of their advertisemen
Make the most of listeners' relationships with their stations
Radio is a personal, one-on-one medium. Everyone has one or more favorite radio stations that they listen to each week. Take advantage of those qualities to sell your product or service and you'll see better results. Consider making a "special offer for WXYZ listeners." Ask the radio stations to read your ad live or record it using their own personalities. This technique provides endorsement value that you can't get from a pre-produced spot. Plus, your ad will sound more like the individual radio station that's airing it. It's amazing how different the same copy can sound on a news station compared to a country station.
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method
With growing corporatization and commercialization in today's fast moving world, it has become almost mandatory for all business entities to keep up with the pace of changes by improving on organizational efficiency. There are various ways of improving an organization's managerial and market productivity. And one such sphere where companies are needed to be attentive is clear business statements.If a company doesn't have a realization of its exact business status through various financial and accounting statements, managers and directors would be incapable of chalking out strategies to strengthen the co
That being said, there are many "produced" approaches that work well too. Testimonials can be extremely effective. Or if you have a particular voice or celebrity associated with your brand, it may be best to stick with them, particularly if you can localize the copy. It's certainly worth testing different concepts to see which ones generate more calls.
Pick an enemy!
The "problem-solution" approach is a proven method of grabbing the attention of qualified prospects and presenting your product or service. To set up the problem, you need to single out the most dramatic "enemy" and then tell how your product will overcome that enemy. Be emotional and benefit-oriented! Keep the copy focused and easy to understand. And repeat your best points. Listeners may not catch them the first time.
Be informative, not entertaining
Many general radio commercials are intended to be humorous. However, humor is a risky approach for direct response radio because it doesn't make the phone ring.
Creating a jingle may seem like a good idea, but unless it's a key identifier to your brand, it usually takes away valuable time and attention from selling. Just present your strongest benefits in a compelling, straightforward way and you'll have the best chance for success.
Keep in mind that radio is a "companion" medium, meaning that listeners are usually doing something else while they're listening. If you cram too much copy into your 60-second or 30-second spot, listeners will get lost. Keep your copy focused, and written for speaking, not reading. Mention your phone number (or URL) and your brand at least three or more times. End the commercial by repeating your phone number and you'll increase your opportunity to generate response.
Radio can be a great addition to your multichannel plan when you have the right approach and expectations. For many direct response campaigns, radio won't represent more than about ten percent of your overall marketing budget. But its synergistic ability can double its value. Radio has the ability to lift the results of your other media sources, generate high quality responses and improve your bottom line-and with the right execution, make you a believer in its underutilized power.
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