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.
Are your spots being heard? While this may seem like a silly question at first, it’s important to know if your media spend is being effective. As with any advertising approach, it takes time to get your message out. A good campaign will include a budget for demographic, creative, and market testing. By sampling the right population, you can expect to learn the “who, what, and where” of your test.
Is your campaign geared up to drive traffic to your website? When your listeners hear “go to www dot (your website) “ on the radio, there’s a strong likelihood that they are not writing down the URL. Chances are they will try to remember the web address until they’re able to get online. Make sure your landing page is clear and concise so they KNOW they’re at the right place.
Do you have a call-center set up to effectively handle your potential increase in calls? What’s worse than hearing a “CALL RIGHT NOW!” spot, then dialing the number, and getting a busy signal? How many times will your listener redial before they give up? You can’t increase your sales volume if your customers aren’t able to reach you.
Are your goals and expectations reasonable? Think about it. Everybody wants the most for the least. Advertising takes time to make a real impact. That’s why it’s so important to have a well-planned on-air schedule. Trends and timelines can have an effect on your results. In other words, make sure your copy is a reflection of “what and when” your offer is valid. If your offer is only valid for a specific timeframe, be clear about that. Make sure the duration is not too short, or too long, for that matter. This could limit your results and you don’t want your campaign to suffer because of this.
Does your ad budget support your expectations? So, now we’re talking dollars and sense, right? You want the best results that money can buy, and you have a very precise budget, and maybe you’re concerned because radio didn’t exactly give you the best results in the past. Oh, and of course, once you’ve decided to give it another shot, you want to be on-air today. But you have to jump through hoops to get approval from your Management Team. We know how frustrating this can be for you, and the plan that we put together for you is designed with all of your expectations in mind. You want immediate results and we’re going to do everything in our power to deliver those results.
In calculating your advertising return on investment (ROI), there are important factors that are key to your success. Even if your current campaign is profitable, and you’re happy with the results, there is always room for improvement. We stay in tune with your customer base. We’re aware of the opportunities that are in front of you by maximizing the information that is behind you.