When my partners and I formed a national, “radio only” advertising agency in 1993, I was offered polite words of encouragement and a couple of invitations to “call me when this fails.” 23 years later, I am fortunate and humbled to be leading a dedicated team of radio advertising professionals who survived predictions of radio’s demise to now command a robust fleet of radio advertising platforms that perform as nimbly…
As with any advertising campaign, it is important to understand what you’re trying to achieve as well as the results you can expect. There are a couple of key questions that you can ask yourself in order to gain a better understanding of what’s working and where there may be opportunities to improve your advertising spend.
A well-written blog by Mark Ramsey recently posed and answered the question, “Why do radio personalities exist?” Beyond the prose, Ramsey rattled off 16 valid reasons the voices behind the microphone still matter and, in fact, add value to programming content.
Now that we’re past the “Unofficial Kick Off of Summer” I think it’s safe for those of us on the East Coast to say goodbye to winter. And we’re about to be reminded about how glorious summer is as every brand under the sun (pun intended) will be clamoring to be the “Official _____of Summer.”
We hear it all at The Radio Agency. Countless questions from clients and prospects, many of them very similar in nature. So we’ve assembled 10 quick links to answer our most common questions to help you structure and craft a successful radio advertising campaign. Let’s get started!!
Congratulations! It’s a healthy, happy ROI! We know that radio can capture a consumers attention while at work at their desk listening to Slacker, iHeart or SiriusXM and then again in the car during their commute home. Fast-forward through traffic and what’s the first thing that you do after you hang your keys on the hook by the door? You check the mail and there sits an oversized postcard with…
Wouldn’t it be great if every advertising dollar you spend tomorrow could generate 20% more revenue than it does today? I can’t think of a single company who has a motto to sell less. So, if you were to tweak your marketing behavior, you could make a huge difference in your sales revenue. This doesn’t mean that you have to double your advertising dollars to double your sales. It means,…
“Open me.” Two words. Two very powerful words issuing a concise, two-syllable command. Open me. A half-dozen of us recently filled a whiteboard with dozens of ideas for effective email subject lines at an agency brainstorm session and none captivated the room the way “Open me” did.
Luckily, we here at The Radio Agency aren’t too sensitive. That’s why we didn’t take offense to the study we read recently proclaiming that, “strangely enough,” radio scored the highest ROI – sales to media spend – versus digital and TV for 10 consumer brands tracked in the study.
It’s time to rethink radio demographics. Who’s valuable and who’s not. Back when I worked for a national radio group, “The Money Demo” was Adults 25-54 – the age group Madison Avenue prized most. Anyone older than 55 was lumped into a demographic covertly nicknamed “55 to Dead.”