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 a picture of that car you’ve been hearing about all day on the radio. Ah ha! Consumer recall increases when radio is added to direct mail campaigns.
This advertising tactic continues to work year after year for Arkansas-based, Riser Automotive Group, which consistently deploys a mix of radio advertising with a follow up direct mail piece for a six to one ROI or as much as 35 additional vehicle sales during any given promotional time period. Impressive, right? Well, it can work for you, too.
The key is keeping this radio and direct mail partnership healthy is to be consistent, simultaneous and connected. Here’s how:
CONSISTENT – Deploy both tactics month after month after month… frequency builds awareness builds sales… and so on and so on…
SIMULTANEOUS – Deploy both tactics at the same time, so that they complement each other, IE: Radio listeners hear the commercial on their way home from work and open a mail piece once they get there.
CONNECTED – Deploy creative synergies to keep both tactics connected, IE: Use a radio call-to-action to drive listeners to a phantom URL, develop a database of visitors for direct mail follow-up or use a secret promo code for an on-air promotion only found in your mailbox at home.
Radio and Direct Mail. A marriage made in marketing heaven.