Radio Direct Response: Direct Response Radio Advertising Agency | Blog Zone

With tens of thousands of online radio stations to choose from, where does one get started? Here’s a short list of favorites from the RDR staff to steer you in a few diverse directions.

Technicolor Web of Sound
60’s Psychedelic music featuring classics, curiosities and obscurities from one of the most unusual and influential periods in popular music. Everything from the 13th Floor Elevators to Jimi Hendrix can be found here for a trippy trip back in time.

The Alex Jones Show
The pit bull of Austin, Texas talk radio, Alex Jones, never met a conspiracy theory he didn’t like. With guests like Congressman Ron Paul, former Governor Jesse Ventura and Willie Nelson, Jones tackles Washington and The New World Order, finding a never-ending list of reasons to fight back or run and hide under your bed. His daily, four-hour, web radio show is repeated around the clock until the next show begins. A two-hour Sunday afternoon show airs live on terrestrial radio, as well as online.

East Village Radio
EVR is an online radio station devoted to educating others about the music and culture of the East Village neighborhood in NYC. Its broadcast originates from a storefront studio, located at 21 1^st Ave. EVR provides 16 hours of programming, in 2-hr blocks, 7 days a week.

Russian Beatles
Imagine a radio station that plays nothing but The Beatles 24 hours a day – all of their studio recordings, rare live tracks, solo compositions and an occasional Beatles’ song covered by another artist. Now imagine if this music-intensive channel ran commercial free, with only an every-third-song announcer voiceover. Oh, and by the way, that voiceover is spoken in brusque Russian. That’s the fun of this web radio station featuring the Fab Four in a fez.

Hy Lit Radio
Hy Lit was one of the most popular and one of the most influential disc jockey’s during Philadelphia’s golden age of AM Radio. Hy was one of the original Wibbage Good Guys at WIBG 99AM and was on the air in Philly at WOGL-FM until 2005. The records that he spun and his voice personified the Philly music scene in the 50’s and 60’s. His legend lives on at Hy Lit Radio. Long Live Hyski O’Rooney McVoutie O’Zoot!

ESPN Radio
I listen to ESPN radio from 9-5 every day during the week. Colin Cowherd, who occupies the 10a-2p Midday slot, is the most insightful sports personality on either TV or radio. The full lineup from Mike & Mike In the Morning to The Doug Gottlieb Show is entertaining and never gets stale even for a daily listener.

Pandora Radio
This Internet radio service and ‘automated music recommendation site’ allows listeners to type in their artist or song of choice to create their own radio station. Based on the music or artist chosen, the service then provides songs that are similar to the musical selections. There is also a neat feature that allows listeners to give their opinion of the musical selections by hitting the convenient thumbs up or down button and also lets you skip through songs about six times. The site also has applications available on iPhones and iTouch.

Slacker Radio
Similar to Pandora, Slacker enables you to create radio stations based on your personal favorite artists or musical genres. One tasty difference is the ability to create a station and enter the names of 15 (or more) recording artists to be played on that station. Once you’ve entered at least 15 artists, those artists will constitute 100% of the music played on your newly created station. >Because sometimes you want to hear something new – and sometimes you just want the musical equivalent of your favorite comfort food.

“Give me a place to stand and I will move the earth!”

There are a dozen variations on this quote from the famous Greek mathematician, physicist and inventor Archimedes. All refer to his claim that by using a lever and a fulcrum, he could move an object – even one as large as the earth - if he had sufficient foothold, from the right distance, to gain leverage.

What a great lesson for direct marketers. Many times, we’re too close to the process to move mountains. We bang, chisel, bump and sculpt, but rarely take a sufficiently large step back to see the bigger picture.

Our commercial didn’t become terrible overnight, the economy changed.

Our conversion rate didn’t suddenly plummet; our best closer is on her honeymoon.

Our favorite radio network didn’t stop working, but a third of the stations carrying the program now pre-empt its nightly broadcast for local baseball games.

The relief of perspective can not only lower your blood pressure, but also stave off bad business decisions made in haste. Perhaps your co-workers have an observation or two they can share from a different vantage point in the marketing food chain. Maybe your customers can share some insight that might change the way you position your products.

There’s a great lyric (from a not-so-great song by the Doobie Brothers) that commands introspection: “You’ll always have the chance to give up. So why do it now?”

Sure, there’s a time to throw in the towel. But if you can you solve the riddle and revive your cash flow, the reward goes a lot deeper than purely financial. The wisdom of experience gained will serve you better on every marketing challenge yet to come.

Far enough to move the earth.

Mark Lipsky, President & CEO

Okay, maybe that’s a little strong, but I’m sure not happy. Another spring season, or as I like to call it—“The Gifting Season”—has come and gone and I just did the math. Since mid-April I’ve given gifts for two baby showers, a baby birth, Mother’s Day, a Holy Communion, four birthdays and two high school graduations. I’m a naturally generous person and the giving of gifts comes as easily as breathing to me.

At some point though, with the help of one of my favorite “Sex and The City” episodes, I realized that the scales are critically unbalanced. I remember when one of Carrie’s prized Manolos was pinched at a children’s birthday party, because she had to leave her shoes at the door. I also remember her failed attempts to get the hostess to replace the $600 shoes! This at the same time her friends were reminding her of all the bridesmaid dresses she paid for, wedding and baby gifts she had given over the years. Where were her gifts? Just because she wasn’t married nor had children of her own she was always on the giving end. Welcome to my world!

Look, I’m “The Aunt Monica,” the rock-star aunt to children both related and not related to me. I’m thinking about trade marking and franchising the name. I love giving gifts, but is it the plight of the never-married woman to go and create milestones to be celebrated or go gift less? Should I throw a party every time I lease a new car or start throwing parties for my dog and cats? I’m thinking there is just so much rawhide and catnip people will gift-wrap.

My 2010 birthday is a big one—a major milestone, which I will not divulge here. Probably the last birthday I really want to acknowledge. But acknowledge it I will—because this is my turn. This is the day I get all those shower, wedding, graduation and birthday gifts back. I AM REGISTERING! Yes, that’s right; I will have a gift registry for this birthday. I don’t care if my friends have to chip in, but this is my last chance to get what I want! And I want it! So get directions to Tiffany & Co., Nordstrom, Neiman Marcus and Louis Vuitton because that’s where I am registering.

Like a good direct marketer, I am approaching this event with a direct mail campaign—the invitations and a call to action—the gift registry! The fabulous party given by my mother will close the deal!

So unite all you unmarried, childless gift-giving women. Go to the window and open it up and let your self be heard, “I’m mad as hell and I’m not going to take this anymore!”

Go and register now!

Monica Caraffa, Senior Account Manager

Format Description:
This music format doesn’t follow the five or six core artists and 30-50 core songs formula of most music formats. Each station is tailored to the tastes and lifestyle of the individual market. Triple A stations market to psychographics rather than demographics. Their focus is on creating a unique and emotional bond with the listener. The relationship is based on emotion rather than entertainment. It communicates with its listeners with a level of intellectual respect that seems to have disappeared from many other radio stations and across the country. This format can also be the place for niche and specialty programs that might feature new releases, blues, folk and zydeco.

Audience:
Adults 35-54 and Adults 25-64

Core Artists:
Dave Matthews Band, U2, Bruce Springsteen, Bonnie Raitt, Coldplay, anything and everything

Key Radio Stations:
KFOG/San Francisco
KBCO/Denver
WXPN/Philadelphia
KINK/Portland
KTCZ/Minneapolis-St Paul

DR Factor:
The eclectic music mix and intellectual DJ chatter attract an intelligent listener with above average income. An open, honest approach will deliver a better return than gimmicky bells and whistles.

For more information, visit:
All Access
FMQB
www.kbco.com
www.cities97.com
www.xpn.org
www.kfog.com

Recently I read an article in Business Week entitled “The Dalai Lama on the Economic Crises.” Since the Dalai Lama disavows possessions, wealth and greed, and has never held an executive position in the corporate world, he’s the last person I would think of as an expert on business and economics. However, he has written about ethics and on-the-job stress in “The Art of Happiness,” a book that he co-wrote with Howard C. Cutler in 2003.

His reasons for the causes of our current economic collapse weren’t mystical revelations - they were typical answers: Too much greed, unchecked speculation, and a lack of transparency.

It was the “lack of transparency” aspect that stood out to me. When times become difficult, the Dalai Lama says shine a light on it. When the true picture is made clear from the beginning, people are less likely to be shocked and more likely to understand of the challenges being faced.

Be transparent and honest right from the beginning of your business dealings and you don’t have to worry about playing C.Y.A.

Here at Radio Direct Response we are as transparent as a picture window in a nudist colony.

Every move that RDR makes from managing expectations, production, media planning and buying, measuring and managing campaigns, and recaps is shared often and openly with each individual client.

Clients are shown the details of every media property that we purchase on their behalf. They know the affiliate lists, the audience size, the demographics and it’s more than they usually want to know.

Before we move forward, the client must approve all production and media. In the world of Direct Response, knowledge is power and transparency is the key to understanding the process of building a successful and sustainable DR campaign.

After the campaign is over, all invoices and affidavits of performance are checked in-house to assure that the client got what they were promised. Once checked, the invoices and affidavits are sent to the client and any credits taken or monies unspent are returned or held in account for the next phase of their DR campaign.

Be transparent in your business dealings and your partners will never see through you.

Vince Raimondo, Vice President of Marketing

The other day, I purchased a bottle of Pomegranate Blueberry Juice Blend at a convenience store when a quick glance at the label promised “100% Juice.”

Later, when I read the list of ingredients, I was surprised at the first three items – the ones constituting the highest percentage of presence in the product.

1. Filtered Water
2. Pineapple Juice Concentrate
3. Apple Juice Concentrate

This is not what I expected from a 100% Juice Blend of Pomegranate Blueberry.

Yes, the product did contain Pomegranate and Blueberry Juice Concentrates – and the juice did bear their flavors – but I couldn’t help but feel baited and switched, not unlike most consumers who hear advertising offers too good to be true.

In this case, the juice company did a poor job of managing my expectations. To quote Tom Waits from a musical parody of advertising entitled “Step Right Up” - “the large print giveth and the small print taketh away.”

I might not purchase this particular juice product again, even though it was tasty and reasonably priced. And I’d make that decision simply because I felt deceived and that my trust had been violated.

Where is that line in advertising?

Somewhere between “promise everything you can get away with” and “be straight with the consumer” lays a fair middle ground where you can put your best foot forward without trampling the concept of truthful representation. Consumers know that advertising is about affecting the way they think, feel or act. But if you over promise and under deliver, you’ll not only risk losing their business and trust, but risk a viral and verbal meltdown as the offended consumer tells friends and family of the crime you’ve committed.

When other brands promise the moon and stars, sometimes the best message is one that reminds the consumer, “We can’t deliver the moon and stars. And shame on anyone who says they can. But we can provide you with…” low insurance rates, a healthier breakfast cereal, and so on.

Truth in advertising is a good thing. It can generate goodwill. It can generate sales. What it won’t generate is a notice to cease-and-desist from the State Attorney General.

Mark Lipsky, President & CEO

Recently, I sat down with my eight-year old daughter. Speaking to her in a firm but calming voice, I began my conversation about why telling the truth in life is important and always the best choice.

I have been experiencing what many parents do when they have young children. Fibbing, lying, stretching the truth, whatever you want to call it, the fundamental differences of it and why it’s wrong. It needs to be explained and understood by our children.

My daughter was in a situation at school where her teacher caught her not being honest. I told her that no matter what she thinks might happen to her as a result of her actions, she always needs to tell the truth not just in school, but in life. I said to her, “It’s always better to tell the truth.” She told me she was worried about getting punished or being yelled at, by her teacher or by her parents. I reassured her that telling the truth is always the best choice no matter what the consequences are.

In Direct Response radio advertising, we believe that telling our clients the truth is always the best choice. First, we tell you if your product is a good candidate for direct response radio advertising, before we explore any media options or construct any creative commercials. If your product is right for DR, we will tell you that your initial radio test will likely lose money and why. We will tell you that what we learn from the first test will allow us to execute the next phase of the campaign with much improved results. Why? Because we have a proven track record of success and we know that the right combination of focused creative and time-tested media can deliver successful results.

We tell our clients the truth so they always know where they stand. No second-guessing or wondering why something didn’t work. RDR tells our clients the truth because it’s what they deserve to hear, even if it is something they don’t necessarily want to hear. Knowing the truth allows our clients to make smart well-informed decisions that can ultimately lead to long-term success in their advertising campaigns.

Truth in advertising. What a concept.

Danny Ocean, Vice President/Director of Operations

I’m just like most people. I don’t really like listening to commercials when I listen to the radio, even though it is my job to make sure other listeners do that very same thing. So when I come across a radio spot that I enjoy listening to, especially when it is part of a series and I know there are more to come, I have to comment on it.

I listen to a WFAN-AM, the sports talk station from New York City. It is not surprising to have former athletes be product spokespersons. When former New York Giant, Brad Benson takes to the airwaves as spokesperson for his central New Jersey Hyundai dealership you would expect that almost robotic monotone car dealer pitch that dominates local radio. Oh boy, are you wrong!

Benson has made himself more than an ex-athlete with a Super Bowl ring, more than a local car dealer, but a local radio personality. His spots are topical, humorous and most of all a little irreverent. But since launching this radio campaign six years ago, he has gone from selling 40 or 50 cars a month to 300. Benefiting both from his own efforts and those from Hyundai corporate he was up 30% over last April, certainly bucking the doom and gloom trend of the auto industry overall.

I am no copywriter, but I do know good compelling copy. When Benson promises to be celibate (though he has a wife of 26 years) until he moves from the No. 2 Hyundai dealer in America to No. 1, he has certainly set his radio spot apart from the clutter. Or when he makes fun of Michael Vick, Rosie O’Donnell, Saddam Hussein or Eliot Spitzer he not only gets to be the spot that you remember, but you start to look forward to the next one.

Yes, he has offended some people and has had to pull or edit some of his spots over the years, but as a “radio-only” agency person, I wish all my potential clients had his perspective on radio. Benson practices what I preach, that repetition is key. “We feel they have to be heard three times in a week to be effective,” Benson says. Each spot runs at least two weeks before the next one replaces it. Without “working blue,” he realized that when a local car dealer spot can elicit anger or humor or any emotion for that matter except boredom, that he was on to something.

Good luck to Benson in his quest for number one and good luck to his wife for any number of reasons.

Monica Caraffa, Senior Account Manager

August doesn’t have any official national holidays, but it is chock-full of anniversaries and special days that can be crafted into the perfect clutter-blasting promotion for your brand.

August 1^st, for example, is the anniversary of the premiere of two greats – the World Wide Web and MTV. For those of you with an online presence, offer radio listeners the chance to celebrate the web by shopping from the comfort of their own home. On the flip side, if you are looking to drive retail, we can help you offer listeners the chance to win an exclusive concert and meet-and-greet opportunity with their favorite MTV artist by registering where your product is sold.

Sisters’ Day is August 2^nd, so why not have stations ask listeners to submit their best and worst sister stories to win your female-targeted product or a sister-bonding trip-for-two, courtesy of your female-friendly TV show.

Madonna turns 51 on August 16^th. Have listeners win anything that a “material girl” would love, give away sessions with personal trainers for Madonna-like arms or award cash prizes for the best fake-British accent.

For products or shows targeting men, the 21^st is National Men’s Grooming Day. Let radio stations either award those who take pride in their appearance or help those men who need a lesson in grooming.

Other fun dates to build a promotion around include:

• August 6 – National Fresh Breath Day
• August 8 – The Start of Elvis Week
• August 15 – Best Friend’s Day and National Relaxation Day
• August 25 – Kiss-And-Make-Up Day
• August 29 – Michael Jackson’s Birthday

Barbra Tabnick, Senior Account Manager