The Lincoln Media Proclamation, Issue 2
Check out my review of an article in the Electronic Retailer Magazine about the undervalued benefits of Radio…
November 18, 2011
In the article, “Radio: The Wave of the Future,” from the October edition of the Electronic Retailer Magazine, Jacqueline Renfrow explains how radio, is gaining popularity again as an effective approach to Direct Response Advertising.
Renfrow points out that radio can be used to supplement a Direct Response campaign even in the early planning stages during testing. Through radio it is easier to find the demographic and media placement that can be used when the campaign is taken to TV or the internet. Renfrow maintains that Radio is also an effective instrument for Direct Response Advertising as commercials can be pulled or changed on a weekly basis to meet clients’ and consumers’ needs, and the cost is lower than with other advertising platforms.
Many marketers might consider radio to be an impossible medium to use for “visual” products, but Renfrow asserts that it is quite the opposite. Using audio as a means of expression, marketers must get more creative when describing/pitching their product. Creative or original campaigns are what really get the consumer’s attention as they are listening. Radio stations are also open to advertising these DR products, especially in this economy as Renfrow explains, “The lackluster economy has opened up a greater acceptance of direct response among advertisers, as stations will now do anything to sell inventory.”
Renfrow illuminates how Radio can also be an effective vehicle to drive consumers to a client’s website. This is a great way to diversify a DR campaign and maximize efforts and ROI. According to the Electronic Retailer Magazine, price comparison shopping is up to 59% from 40% back in December of ’07 (the start of the recession) and shopping/researching online is up to 55% when it was 26% also at that time. This supports Renfrow’s idea that consumers now are doing their research online before purchasing an item. Radio commercials can be used to work with consumers buying strategies by directing them to the marketer’s website and having unique URLs in place to track and measure results.
The last reason Radio is a viable option for Direct Response Marketing these days, is that it not only appeals to people logically, but also emotionally. Logically, you have that better return on investment and ease of use, but emotionally, you have the listener’s loyalty to their favorite radio host who’s pitching the product or service. This is something that is not possible in TV infomercials through users’ testimonials, Renfrow reminds us. When listener’s/consumers hear the host, they feel they’ve come to know personally, talk about the benefits of a product, the consumer is going to listen and trust what they have to say and want to buy the product. With radio advertising, marketers can take advantage of a bond that is already there between the listener/potential customer and the radio host/pitchman.
Bottom line, if you are a marketer pitching a Direct Response campaign to a client, don’t forget to offer radio as a powerful supplement to your marketing efforts. Radio commercials have many powerful aspects that should not be overlooked.
The Lincoln Media Proclamation, Issue 1
Hello! Welcome to the new Lincoln Media blog, where we will share what’s going on in the world of Direct Response media. Please read my first entry below. Thanks! -Laura Ballinger
October 27, 2011
In the article, “Fighting the Long-Form Response Drop” in this month’s Electronic Retailer magazine, Tim Hawthorne asserts that people haven’t totally stopped responding to TV Infomercials, they just aren’t responding as much as they used to. This could be attributed to several factors, Hawthorne points out, such as the economy, consumers’ available credit and consumers’ spending habits.
In this economic climate, many consumers have already maxed out their credit. Hawthorne argues that for the consumer, purchasing a big ticket item as presented on a long-form infomercial is probably not the most realistic expense for them at this time.
Consumers aren’t the only ones with limited means these days. Hawthorne mentions that clients are also more reluctant to spend what it takes to test their product in a long-form ad. Hawthorne quotes George Leon, Hawthorne Direct’s senior vice president of media, “’In this economy, it’s difficult to convince marketers to invest $500,000 in production costs right now.’” Clients want to get the most for their money and stay within their budgets so sometimes they will go the route of short-form ads instead. This is definitely something we see here at Lincoln Media Services, our clients want to get the best response for their money, so we recommend short form as a less expensive way to market.
Another explanation for the decrease in response to long-form programs, as presented by Hawthorne, could be the increase of HDTV in viewers’ homes. With HDTV comes more channels, which means that the viewer has more options of shows to watch, which means that they can select what they want to watch instead of being forced to click through other channels, through which they might happen upon an infomercial. This concept is the same with viewers watching programming on computers and mobile devices, they are watching what they want and they aren’t discovering the products being advertised on the traditional TV medium.
There seem to be many forces against us, but Hawthorn has several suggestions to help marketers survive and thrive in this economy. First is to “find a product or category where demand already exists and consumers want better options.” Second is to “take the products into retail, web, mobile, home shopping and other channels immediately.” Third is to use “upsells, cross-sells, multi-payment and continuity programs” because they will “give the consumers the opportunity to spend more money over time.” This will help ensure a maximum ROI.
Diversity is key now; we need to get our client’s message out there in a variety of media and change with the changing times. Lincoln Media Services is meeting this challenge by adding a variety of pay-for-action vendors to help our clients add value to their television campaigns to gain incremental sales. We are always exploring different media venues to meet our client’s changing needs.
Laura and Holly have been promoted
Lincoln Media Services announces the promotion of Laura Ballinger to marketing and operations manager and Holly Kim to director of client services.
See this post in Response Magazine online…
http://www.responsemagazine.com/response-magazine/news/jackies-journal-june-15-2011-3594
Lincoln Media has Expanded
Lincoln Media Services Inc., a DR and PI agency, announces their 4th expansion during their 10 year occupancy in the 1020 office complex in Deerfield, IL; tripling their space to accommodate their current and future growth.
See us in Response Magazine!!!
http://www.responsemagazine.com/response-magazine/news/jackies-journal-april-27-2011-3466
