Industry professional Justin Steinle explains how radio drives more than just calls.
As consumers are cruising down the highway listening to the radio, often time they hear short-form radio advertisements. As they hear these advertisements with frequency, the brand and catchy messaging gets embedded in their memory. If there is a toll-free number listed within the creative, this will be the consumers typical method of response.
The secondary method of response will either be through a unique tracking domain or search results. In today’s technological era, consumers go to the Internet and Google your brand for further research. Therefore, having a strong Internet presence for you brand is key to success.
A study conducted by the Radio Advertising Bureau shows radio can increase search results by 29%. This will always be a case by case basis depending on numerous factors.
This study reviewed six categories: automotive, eCommerce, insurance, auto aftermarket, jewelry retail, and wireless communications. They also used same date, time, and market to establish this result. During this study, it also reflected that search levels varied by day part with morning drive and midday with the highest search levels at 32% – 33%.
In conclusion, this emphasizes the importance of multi-channel marketing as it shows how radio is a complementary media channel to your foundational website.
Radio Advertising Bureau *An anlaysis of 2157 ads across 6 categories in 31 markets; June-July, 2017. RAB: Radio Drives Search, Sequent Partners, Media Monitors, In4mation Insights, 2017
Direct Response industry professional Justin Steinle explains the difference between Brand versus Direct Response advertising;
Many local businesses take the approach of Brand Advertising as they’re commonly pitched by local newspapers or television sales representatives on the media options available within a local network. Typically, they’ll position you with a Brand advertising campaign, but is this right for your business?
Brand advertising allows you to create awareness with your local market, which a consumer may then think of your business when the time is right, but that could be months to years down the road. Whereas Direct Response advertising your business with both brand recognition and a desired action to get the consumer to take action by calling, visiting a website or stop by your place of business.
So depending on your business goals, make sure you’re executing the strategy for your business goals.
As a direct response industry expert, Justin Steinle often finds himself confused when company owners are shocked or surprised by what they consider an excessive cost for a targeted quality lead. Let’s dive in…
First, what is cost-per-lead (CPL)? This is a media calculation when taking the media spend divided by a specific action, such as a call or form submission. Example: Media Spend / Calls = CPL ($1000/10 = $100)
A campaign’s CPL will vary based on the specific industry and media type, which an expert in both areas will usually have a rough estimate on average CPL’s typically achieved. It’s more than understandable that a business owner will want to achieve the lowest cost-per-call, as this represents performance and potential revenue for the company.
Though a lower CPL is desired by the company, it may be better for the company to have a higher CPL with targeted media and leads. The CPL may increase as you target a more specific lead with various selects, an example is location; if your organization is focused in one state, you’ll potentially pay more for targeting that state versus less for a national campaign. $100 State vs $50 National – The targeted leads may develop a higher conversion rate, with less operational expenses to process, and in turn develop higher profits for your organization.
As you review your media plans and strategy, make sure you don’t just focus on lower cost is better. Through modeling processes, you can develop a strategy that will allow you to reach your companies goals.
Author: Justin Steinle
Diversely experienced marketing professional Justin Steinle has crafted a range of integrated advertising strategies. Justin Steinle draws on a detailed knowledge of interactive media campaigns, including pay-per-click (PPC) advertising.
Pay-per-click advertising enables a company to pay for prominent search result positioning. The company bids the amount that it is willing to pay for each click-through, and this amount is due whether or not the visitor makes a purchase. For this reason, companies engaged in pay-per-click advertising must carefully select keywords and copy to optimize results.
Experts suggest that companies specify keyword phrases and exclude variations, so as to minimize cost for searches that may be irrelevant. Companies can further reduce non-productive searches by designating negative keywords, such as individual words within a search phrase, to reduce the chances of an ad showing up in an unrelated search.
Companies can also optimize pay-per-click spending by assessing performance data and using that information to target day, time, and location. By reviewing conversion rates to determine an ad’s most productive times and places, an advertiser can make better decisions about where and when to run the ad.
Finally, all advertisers can work toward improving PPC results by optimizing results for mobile search. This means using mobile-specific language in the advertisement and designing the landing site for mobile use, so that users of such devices have a better experience. This is actionable regardless of an advertiser’s industry, as data shows a general increase in mobile site traffic overall.
As an experienced marketing professional, Justin Steinle draws on an in-depth knowledge of multiple media channels. Justin Steinle incorporates social media and web platforms as well as more traditional advertising mediums, including radio.
For advertisers seeking a cost-effective solution that reaches a targeted audience, radio can be a particularly savvy choice. Radio stations typically target a particular demographic, naturally selected by the genre of music or talk that each station sponsors, and audiences tend to personally identify with their favorite station. Furthermore, because listeners often tune in alone, it becomes an intimate way for advertisers to connect with potential new customers.
A radio spot is also inexpensive and quick to produce, particularly when compared to television or national print campaigns that can take months to prepare. Radio advertisements do not require high-tech equipment, studio bookings, or expensive talent, nor do they need to go through extensive pre-production phases common in television. While a television spot can take months to reach its audience and a newspaper advertisement must align with lead times of up to a year, a well-produced radio advertisement can be on the air in less than a month.
This quick turnaround time also benefits the advertiser because it makes the campaign easier to change if it is not working. Consumer responses to radio spots are easy to evaluate, particularly in the case of direct response campaigns, and poor results can quickly prompt the development of a new message. This in turn lets companies customize their message to real consumer behavior and craft a campaign that is truly relevant.