Radio Marketing

Quote:

Originally Posted by Gary Boye

...But they are secondary to the focal point of any successful radio campaign.

First--find and retain a proven radio "spokespersonality" with an audience. If you can't do that, then find a "spokespersonality" from outside the medium--and bring/him her aboard your radio campaign.

Gary, in your opinion why is that the focal point?

Quote:

Originally Posted by Gilbert

Gary, in your opinion why is that the focal point?

Results are the litmus test. I have spent tons of money on Direct Response Marketing on radio over many years. I also studied the history of DRM and found a pattern. A large portion of my own income over those years has been as a direct result of the aforementioned strategy. A few companies have copied my exact model with excellent results.

Quote:

Originally Posted by Gary Boye

A few companies have copied my exact model with excellent results.

Which model is that?

Quote:

Originally Posted by Gilbert

Which model is that?

I'm referring to a specific model which I created in 1991 and is still in use. Details of our specific marketing plan are not for public posting. However, the strategy is consistent with what I have briefly mentioned here. My own activity in buying radio commercials started back in 1975. Actually in 72--but then I was spending somebody else's money.

If you would like some backgound information on the history of that type of marketing, you might want to research Paul Harvey, and the lead generation used by Mutual of Omaha on Wild Kingdom for years which was on television but based on the same principle. Also, if you really have more than a passing interest in effective advertising, the life of David Olgivy is a terrific study.

Thanks guys for the great information.

I used radio advertising before and will do it again, it will pay out.

Quote:

Originally Posted by Sanddollar

I used radio advertising before and will do it again, it will pay out.

For real estate?

Quote:

Originally Posted by Jolly Roger

For real estate?

Yes

for real estate and it was less expensive to go with the radio advertising then to place adds. Also alot of people don't read adds but listen to the radio.

Quote:

Originally Posted by Gilbert

This is all very interesting.

Out of curiosity, how do the radio stations zero in on lifestyle and/or psychographics?

Sorry -- For some reason I wasn't aware that you'd asked that question. (That is, I didn't receive an "update" e-mail alert.)

Well, you have radio stations who themselves target a very specific audience. With 12,000+ stations in the U.S., for example, most stations attempt to serve only a narrowly defined portion of the population.

For adult males, you might be looking at a News/Talk station.

For females 18 - 14, probably a "CHR" (Contemporary Hit Radio) station. For women 25 - 49, it might be Adult Contemporary.

Young males? Probably a "New Rock" station.

These are broad generalities, of course.

And then you need to deal with "foreground" vs. "background" stations, the programming environment in which you'll be heard, and the advertising environment in which you'll be heard.

A "Smooth Jazz" station, for example, might have an affluent, adult audience. But a "screaming car dealer"-type commercial is likely to make them change stations....While that same commercial (although I'm not endorsing the "screaming car dealer" approach) might generate a stronger response from a station whose programming itself is loud and aggressive.

Within a given station, you might find certain programs that strongly appeal to your own target audience. It might be a specialty program, where the topic is the magnet. Or it might be a very compelling show host.

NOTE: Don't buy a specific program simply because of the focus of its content. A highly focused program with no listeners won't help you much.

Best,
Dan O'Day

Quote:

Originally Posted by Gary Boye

Dan,

First let me say what a wonderful addition your presence is on this forum. Welcome. I visited your site and I will return many times.
.

Thanks very much for your kind words, Gary!

Best,
Dan O'Day

Radio Marketing

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