5 Ways to Drive Customers From Radio to E-Commerce Channels
2. Banner ads on station Web pages and e-mail offers to the station's fan base still work. "As long as the media we're working with understand that going in, whether it's conventional commercials, streaming commercials, click through pages, e-mail links, what have you, as long as they're willing to work with us to deliver the results the client needs, they're all wonderfully efficient," Lipsky says.
3. Continue to think of direct response radio as a lead generation tool, not necessarily a sales tool. "Just make it more about, 'For more information or for a free sample' " visit this site, Kretchmer says. "Make it informational and don't try to sell someone in a 60-second radio commercial, you can't convince someone to make the purchase. You're trying to direct somebody to the Web site and use the Web site to provide all the information that's required to make the purchase decision."
4. Make sure the e-commerce tool, such as a Web site, is consistent with the radio message. "If you're promoting certain benefits in the commercial, make sure those benefits appear on the Web site," Kretchmer says.
5. Repeating simple URLs works. The fifth time's the charm, Kretchmer says. "Let's say it's Sears advertising," Kretchmer hypothesizes. "They'd be better off doing radio.sears.com, as opposed to doing Sears.com/radio, because ... a lot of people will skip the slash." And if Web surfers forget to type in the tracking mechanism, it makes it more difficult to identify the source of the lead.