Radio advertising as a direct marketing tool? If that sounds far-fetched, then like most direct marketing pros, you too may have been blinkered into believing that ‘direct marketing’ is limited to DRTV, catalogs, mail and other ‘traditional’ marketing methods. Radio may seem to some people to be the most unlikely bet for direct marketing.
We all have heard that radio just can’t compete with the other direct marketing methods. Take for instance DRTV. The radio simply can’t duplicate TV’s ability to give a product demonstration to your target audience in the comfort of their home. It cannot even compete with the print media in terms of their reach as direct marketing vehicles.
Yet, statistics show that prospects who call in from a direct response ad on radio show higher conversion ratios than other media. How is that possible? After all, we are almost always doing something else when we listen to the radio. Think of it this way-most people don’t watch television 24/7. And we probably throw the direct mailers into the dustbin. But many people listen to the radio for a large part of their day. They may listen passively as they chat or work or eat, but the fact remains that they will tune in to their favorite station and let it play. So, when a listener takes the trouble to respond to a radio advert, it is because they are genuinely interested in your product.
As a result, radio prospects prove to be good leads that will likely get converted into a sale. And that can create a seemingly inexhaustible source of good prospects that a sales team can follow up on.
The radio also can’t seem to compete with direct mail in terms of making a direct sale. But when you use an integrated approach as part of your overall strategy, radio advertising proves to be a great lead generator because of the bond it forges with its listeners.
So, if you want to maximize the lead-generating ability of the radio to augment your direct marketing campaign, here are some helpful tips to help you increase response:
1) Consider a 60-second spot instead of a 30-second one, which is not really enough time to make your appeal.
2) Make sure to give out your telephone number and/or website during the advert. Then repeat it several times to insure retention.
3) Repeat your product or income plan name at least four times during those 60 seconds. Don’t forget, you don’t have the luxury of making the prospect ‘read’ your name or ‘see’ your logo.
4) Communicate with the audience in a conversational tone.
Another great way to exploit the radio and improve your chances of being ‘heard’ is to sponsor primetime programs, so that the listeners can hear their favorite DJs speak your message and name, and they’ll probably remember it better.