The Basics of Direct Response Radio

In the Golden Days of Direct Response Radio, people would hear a spot and call the local station to get the Thing.  Or they'd send a check. Per Inquiry was big in the hustings.  Then along came 1-800 numbers, in-bound telemarketers, Clear Channel et al, and now streaming click-to banners and Mobi.  DR Radio is more complex today.  Or is it?

   Direct Response Radio is indeed a strange beast.  The creative and media assumptions you apply to Direct Response TV, magazine, newspaper, mail and PPC don't always work in Radio.

"My agency writes and produces hard hitting copy, and I pay for drive time on the biggest stations in town, but nobody calls anymore, and if they do my phone guys only close 10% or so. I have no idea why.  I get  a solid 1.3% conversion on my website from Pay Per Click!   I want to grow, but radio is as fickle as a bumblebee in a dandelion patch.  
I've been stung too often!"

        Sound familiar?

   If you're willing to cautiously revisit Square One, this series of seven one-page articles will explain Seven Ideas that can help get you out of the dandelions and back in the black.

1.  Why radio behaves differently than print or even TV.

2.  Why Timing and Frequency can build response up to and just through your brand's unique Optimum Effective Frequency range.

3.  Why Target Audience and Qualified Audience cost per thousand is the most important measure of any radio station.

4.  Why Cash In : Cash Out is less useful than GM/C=X when it comes to tracking Media Cost Per Sale.

5.  Why local radio tests can easily pave the way to network rollouts and TV, if you know what to track!

6.  Why on-line Conversion is King in Click-to radio. Why it pays to Slickify your site and grease the navigation path from initial impact to Check-Out before you advertise.

7.  Why failing to correct your assumptions ensures that you'll continue to be "stung too often!"

They're waiting for you!

CAUTION:  This series does require an understanding of 6th Grade Arithmetic.  If  "(3.800 x $6.79) / .4 = $64.52" makes your eyes glaze over, then STOP!  Go listen to some Terrific Commercials.   Then call me at (407) 895-3092.  
I'll make some for you.

Let's start with the two main differences between Direct Response Radio and Print.

Intro   DR Radio v Print    How Frequency Builds Response  How To Select Stations

GM/C = X versus CICO   How To Test & Roll Out   Click-to & 1-800 DR

Advanced Concepts of Radio