Is Radio an Effective Way to Create Sales and Build a Brand?

Most Dot-Com companies thought so and many are now broke. What did they do wrong?

They thought they could build a brand by spending tons of money on Radio and TV Media. Cost per impression was the buzzword and how many times it would take for a consumer to recognize the marketer's name. But that did not work? Why?

Because consumers went to see what advertisers offered on the web, and then went somewhere else...
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>> Brand Response Marketing
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>> Accountable Advertising
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A brand is built around a consumer that purchases a marketers product, is happy with the product purchased, and purchases another product. The sophisticated language being used to complicate the simplicity of a satisfied customer is astounding. Building Brands is about customer satisfaction, and leveraging that satisfaction into a life-long customer.

The cost of customer acquisition needs to be calculated quickly, especially when media budgets are concerned and the effectiveness of those ads are not measurable. Accountability is an everyday reality in Direct Response Radio marketing. So what is accountable?

• The cost per customer acquisition.
• The profit of each airing on each station.
• The effectiveness of consumers hearing your call to action and responding.

Radio Demographics

There is no mass-market medium that also targets specific demographics like RADIO. Even better than that, there are local and national talk show hosts and DJ's that will read and improvise your commercial giving it the credibility with a loyal audience.

The Secret Weapon: Radio Personality

Radio personalities develop a special bond with their audiences, a rapport unmatched by any other medium. This provides a powerful selling opportunities for direct response marketers, because on-air personalities can read copy and improvise to sound unlike typical advertising and thereby get under the typical defenses of the listeners.

Radio is normally ignored by television marketers but the last few years have proven its effectiveness not only as an advertising medium, but as a Direct Response advertising medium. Currently 35% of all radio advertising has a Direct Response element.

Why Do Marketers Advertise on the Radio?

Because they reach a large audience with precise demographic accuracy. Radio audiences are loyal to their stations. This provides direct response marketers an unparalleled ability to target their best prospects by advertising in an environment that enhances the credibility of the message. Of all the mediums, radio has segmented the American demographic best and at a less expensive price than TV!

Commercials can be fine tuned and changed quickly and inexpensively. It is not unusual to have several different commercials running in different markets simultaneously. Only radio offers this versatility.

Radio direct marketing is a very profitable form of advertising, especially if you want to reach specific demographics. It has proven to drive people efficiently to websites and the phone.

For more information on whether Radio Direct Response marketing is right for you, contact the Direct Response Academy today at 512-301-5900.