DR Radio Best Practices
With a few research reports from media research firms suggesting that national and local radio audiences are returning to their pre-satellite and pre-MP3 player levels, direct response radio devotees have something to smile about. For those marketers intrigued by the potential this channel might hold for its prospecting goals, DR radio veteran Mark Lipsky has compiled a book’s worth of insights he gained during his 22-plus years in the radio industry. Lipsky, president and CEO of The Radio Agency and Radio Direct Response, released his simply-titled “Radio Tips” last year. Here is some of his advice on getting the most from your DR radio campaigns:
* Cut your media costs without greatly reducing your sales by airing your commercials four out of five weeks. Trimming your schedule could “cut your media costs by 20 percent, but most likely wouldn’t cut 20 percent from your total sales,” says Lipsky. “This tactic also could help you with internal scheduling to manage employee vacation time or days off,” he adds.
* To give listeners a chance to respond, repeat your phone number at least three times during your commercial. And pre-test different ways of presenting the phone number, e.g., “3-6-5-2” versus “36-52,” to see if it helps aid listeners’ memory.
* Create urgency for your offer with an evergreen deadline. Get creative with how you word your offer to imply a time-limited offer that can run again and again. For example: “Get a free month’s supply with all of today’s orders.”
Lipsky can be reached via e-mail at firstname.lastname@example.org.