Maximum sales velocity in Direct Response Radio starts with a proper alignment of Creative, Media and Conversion strategies.  All radio commercials get One Minute to open a sale.  TMs and web sites have Three Minutes to close it.  Or lose it.

We craft a Brand Promise that addresses the emotional needs and desires of your defined Target Audience; set a target Media Cost per Sale; and define in-bound telemarketing or web conversion strategies.  

My Free Planning for Profitable Radio Excel Workbook steps you through the strategy process.

Details & References below.

1. CLARIFY YOUR BRAND PROMISE.

All purchase decisions are driven by emotions and then rationalized with facts. Your advertising must kindle the emotions that will prompt an impulse call or click.  Your TMs and web site deliver the facts.

In the Planning for ROI.xls I ask you Seven Easy Questions about your prospects.  Your answers lead to one single sentence that states: who you want; what they want; how they can benefit from your brand's distinct differences; and why they should set aside their most likely objections.

Logical Analysis Leading
to a Leap of Faith

  Seagull Strategy
  The Steam Principle
  The Reflection Principle
  The Ditka Principle
  V-Marketing

Brand Resistance Survey
Problem Detection Research

2. SET MEDIA COST PER SALE.

Breakeven MCPS equals gross revenues less product costs, applied overhead, and corporate profit.  

We set Target MCPS at 75% of Breakeven. We plan to invest the remaining 25% in additional media, yielding exponential growth.

In Direct Response Radio actual MCPS is a function of three dynamic variables: Response Rate, Target Audience CPM, and Conversion Rate.  We track all three variables simultaneously. 

Media Cost Per Sale

GM/C=X

Cash In : Cash Out

3. SLICKIFY CONVERSION.

Proper flighting of your commercials captures the maximum number of available Steam Heat Shoppers with each airing.  These people are somewhat more open-minded than   searchers, but no less impatient.

Your in-bound telemarketers must be able to close sales quickly.  Your web site must lead impulse visitors from Home Page (or landing page) to Check Out as fast as possible.  Three minutes or less. 

99% of Direct Response Radio tests that fail do so because the advertiser insists on greeting impatient prospects with a cluttered, long-winded, hard to navigate website. 

You needn't rebuild yours, though.  Just use a separate Radio URL devoted entirely to closing that initial sale.

Direct Response
Radio Conversion

Streaming Radio
Landing Pages

4. TRACK ACCURATELY.

In 3- to 10-day spot market tests we gather the metrics that will take you national:  Response Rate, Conversion Rate, Target CPM and Optimum Effective Frequency Range.  We can do that only if you can track response and sales accurately.

We co-ordinate our media buys with your in-bound TMs and monitor web traffic via your web-log service (Google Analytics, Web Trends, etc.)  You should be able to log calls, clicks and sales by the day & week, ideally by the hour.

Optimum Effective
Frequency

5. PLAN TO GO NATIONAL ASAP!

National network buys are critical to maximum sales velocity & profits.  Sirius XM, streaming networks, Rush, Sean, Laura..., and any of several dozen news/sports/music networks all deliver discrete pools of Today's Active Shoppers at much lower CPMs than local stations.

Given good strategy, effective tactics, and a profitable solution to the GM/C=X equation, your Year I pay-as-you-go rollout can easily increase revenues 200% to 2000%.

To the right are three examples in totally unrelated business categories.

Dinovite: $5K to $180K
per week in 15 months.

Dice.com: $14MM to $40MM
in 18 months.

S-O-C-K-S: +$35MM
in 24 months.

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