MOST RADIO CAMPAIGNS FAIL
FOR A LACK OF STRATEGIC PLANNING

Why do some of the largest DR advertisers stay with us for years? It's because we OUT-STRATEGIZE other agencies. If your radio agency doesn't look at your campaign with these 6 Analytics, it may be time to change.

1. Right Product/Price

In short, your product must appeal to a minimum of 50% of the listening audience. Simply put, products appealing to an audience subset (e.g., seniors, parents of newborns, etc..) may succeed in niche radio, but not at national or scalable levels. Secondarily, the product or service must be priced at a substantial enough level to achieve success. $19.95 may work on overnight TV, but not on radio. There are some variables, so feel free to contact us for your FREE MARKET ANALYSIS.

2. Right Station and Day Part

Your product's target consumer must closely approximate the listening audience of both the station and its day parts. Case in point, we wouldn't place Ancestry.com™ on a HOT AC music format because the listener demographic is simply too young. Conversely, Country and Classic Hits formats were a great match.

3. Right Host

ROI places more host and celebrity endorsement radio than any agency in the U.S. When buying this type of advertising, the right host must be on board for a product to perform. That doesn't require that every host must use your product, but it does mean that each host must have some logical connection to your product. For instance, Rush did not have children when we took Hooked on Phonics™ to him for an endorsement. Instead, we offered the product to his brother who had two small children. That allowed Rush to endorse the product first-person. As for talent fees, we negotiate these to a minimum, but it's generally well worth the cost.

4. Right Creative (Read About Ad•col•ogy)

Nothing sabotages success like weak creative. Commercials MUST tap the psychological (often subconscious) motivators of consumers. Compelling creative must be so powerful that it evokes immediate action! Second, even though it is not 100% essential to the success of your campaign, the call to action (special offer) can greatly activate consumers. For example, one of our successful campaigns (a weight loss product) featured NO special call to action or offer, but the creative was so compelling that it hit $253M in sales. When the campaign started to fatigue, we added a buy two get one free offer and reinvigorated the campaign. Changing Creative: Even creative which is producing results, should be swapped-out about every 4 weeks.

5. Buying The Right Price (Spot Costs and Remnant Buying)

Each of the previous factors can be well in place and yet the campaign will fail if the commercial rates are too expensive. You have to know what you're buying and all the tricks of the trade in order to buy the right spots at the right price. Because we purchase millions of dollars in media each month, we not only enjoy amazingly low rates, but we also get placement preference.

6. Right Time (Frequency and Conquering a Day Part)

Our philosophy... dominate a specific day-part (e.g., morning drive), optimize and then migrate into and then dominate other day-parts. For instance, if we've targeted Bill Handel on KFI (Los Angeles) as your demographic, we focus all our energy into optimizing his show work first. Then we migrate to other day-parts and hosts.

“We came to ROI from our other agency when we thought our campaign had fatigued on radio. They showed us how innovative thinking and amazing creative could reinvigorate our radio campaign.”

John Lenstrohm,
VP Marketing • LifeLock™

ROI Media Direct is a full service direct and brand response agency with an unparalleled reputation for orchestrating memorable and inexhaustible campaigns. ROI’s acumen revolves around out-thinking, out-strategizing and out-performing other agencies in relation to creative, media placement, campaign optimization and results. Additionally, no other agency has stronger relationships or offers greater access to national radio personalities for endorsement campaigns than ROI. ROI is a wholly owned subsidiary of Brand Affinity Technologies (BAT). As a result, ROI also provides instant access to more than 3,750 celebrities including Olympic athletes and marquee active and retired players in nearly every sport. Bottom line… in an industry where results are the ultimate arbiter of how long an advertiser stays with an agency; it speaks volumes that ROI has maintained multiple tier one clients for years. Copyright ©2011 ROIM, Inc.

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