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.
