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

There isn’t a bigger direct response spectacle purer than a sporting event. Fans in the stands, at home watching TV and listening to the radio respond instantly to every play on the field, cheering good plays and booing the ones that stink up the joint. It’s instant direct response.

Perennial championship contenders constantly work to improve themselves off-season by adding and subtracting players and coaches and testing new plays in hopes of staying at the top of their game.

Just recently, the Philadelphia Eagles football team cut star running back Brian Westbrook after his 2009 season was marred by injuries and concussions that caused him to miss seven games. On paper, he ceased being productive and he was cut. Nothing personal. This was purely business.

The business measure of Brian Westbrook can be likened to a DR radio commercial that’s delivered great results in the past, but then suddenly experiences a drastic drop in numbers. In Westbrook’s case, knee and ankle surgery and concussions that made him miss seven games, compromising his performance and making him expendable.

And just like a DR radio commercial that had run its course, it became time for the team to test new players in hopes of finding a suitable replacement for Westbrook. Will it be last year’s fill-in, LeSean “Shifty” McCoy? This season he will get his chance to be the next successful running back on the Eagles football team.

But the touchdown points to be made here are that the Eagles had a plan. They saw their star running back on the downside of his career productivity and they readied a solid replacement in the wings. The same holds true on radio, where the most successful direct response marketers are ready to make that substitution once their star commercial falters.

If you don’t have at least one, rock solid radio commercial on the bench and ready to take the field, it’s time to put pen to paper and get into the recording studio. Because radio runs 24/7 with no time outs.

Vince Raimondo, Vice President of Marketing