I just wanna hit record, wanna hear it on the radio
The subject line: “I just wanna hit record. Wanna hear it on the radio” are lyrics from a song “Overnight Sensation” by one of my favorite bands – The Raspberries.
This leads us to a question posed by one of my subscribers regarding measuring radio advertising. (WARNING: Don’t disregard this if you don’t do radio advertising. What I’m about to say applies to ALL advertising.)
Q: I’ve been a subscriber to your e-zine for a few weeks, and am finding your info great — very pertinent, down-to-earth.
I hope you can help me help a client organization of mine:
It is a locally-owned bank, with several branches. Now senior decision-makers, who don’t really understand media and marketing, would like to ax the $1200/mo expenditure.
I’m trying to help the managers of both branches in the city in their quest to hold on to the radio contract (which will likely go up to about $1400-1500/mo at renewal) but I know they need harder data on results — and I need to know better ways to access and accumulate that, in order to be of help to them.
Suggestions?
Thanks in advance!
Debora
DD: I used to be in the radio advertising biz so I have some very good suggestions for you – although your client probably won’t like them. Namely, the only advertising they should be doing is direct response advertising. Betcha they aren’t using direct response for their print ads either. Here is what makes up a direct response ad:
1. There is a specific offer of some type.
2. It is measurable.
3. There is a specific call to action.
Most big, dumb institutions use generic advertising as a means to “keep their name in front of the public.” This is a giant waste of money.
Advertising agencies HATE to create direct response ads because first, they don’t know how to do it right, second, they require more work and thought than a traditional image ad, and third, the client will know down to the penny if the ad worked or not. With an image ad there is really no way of telling.
This might sound self-serving but the fact of the matter is that the best course I have found on direct marketing is my “Your Marketing Department In A Box.” It shows you step by step how to create killer marketing that can be measured and get results.
If you’re interested in really getting a complete direct marketing system, I suggest you at least check out “Your Marketing Department In A Box” at:
Kick butt, make mucho dee-nero!
~Dave Dee
P.S., Your comments and thoughts are welcome. Post ‘em here!
July 29, 2010 8:42 am 