In Direct Response Radio maximum ROI requires maximum response velocity.  We want every commercial to pull the highest possible number of calls or clicks from Today's Active Shoppers in your category.

To achieve that end we fish like Pelicans.  We swoop into a station, network, program or channel, scoop up the Active Shoppers, then move on.

We run short flights of commercials that achieve your Optimum Frequency Range.

We run those OEF Flights just often enough to give our Cume Quota - the Active Shopper component of each cume audience - adequate time to refresh itself.

We do not waste your money on high frequency buys that numb the ears and minds of your current and future prospects.

OEF Flighting works best when memorable creative builds brand awareness and intent to try among Tomorrow's Active Shoppers while it attracts response from as many of today's shoppers as possible.  When tomorrow arrives, they'll remember my commercials.  They won't remember your competitor's Powerful Announcer Copy.

OEF Flighting also works especially well in News, Talk and Sports radio, when we use network programming that runs on hundreds of stations whose audiences overlap. 

We might hit Sean Hannity's loyal listeners on WXYZ-AM  week one, Rush Limbaugh's cume on WQXI-AM week two, Laura Ingraham's fans on WDEF-AM week three, and come back to Sean week four.  Along the way we build awareness and sales among people who listen to all three stations. 

In OEF Flighting we reach a broad segment of the total market one cume audience at a time.

I realize this approach flies in the face of accepted Direct Response Radio protocols.  Most DR advertisers believe that heavy frequency and Powerful Announcer copy can bludgeon people into submission.  Those protocols, though, fly in the face of the accumulated wisdom of corporate and retail advertisers - who use the same stations to reach and persuade the same people.

Consumer Purchase Cycles govern the advertising decisions of most packaged goods manufacturers.

If housewives buy laundry detergent every three weeks, Tide will try to reach a fair number of them three times or so every three weeks, or every other three weeks.

If the average bottle of analgesic lasts two months, Tylenol will try to remind you to buy again two or three times every two months.

All these firms spend money on distinctive, memorable advertising that will stick in the brains of prospects.  Most Direct Response Radio advertisers are content to run Powerful Announcer Copy - that sticks in nobody's brain - until it burns out completely.

Weekly Retail Markets are recognized by car dealers, furniture stores, roofing companies, and most local retailers.

In most categories, perhaps 1% of the local population Actively Shops for a car, sofa, or shingles every week. All Big Sale Two Days Only! ads are aimed at that finite supply of prospects.  All retail media dollars spent on Friday must be back in the store by Sunday night.

In Direct Response Radio, many advertisers - such as personal injury attorneys, credit card relief organizations, or IRS Defenders - seek First Time buyers.  All these categories  have weekly markets that refresh themselves at different speeds. The average revenue per first time buyer generates an affordable Media Cost Per Sale or Lead that, in turn, will buy only so much media weight.  It's better to spread your weight around than to keep fishing in the same spot.  Ask any Pelican.

Week 1.

Week 2.

Week 3.

Week 4.

DR Radio Math Refs:

Multiple Station
Selection

Steam Heat Shoppers

Steam Speed

Drag Response

Optimum Effective
Frequency

Cume Quotas

OEF Flighting