Electronic Retailer - October 2011 - 30

Radio:

The Wave of the Future

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30

Direct response industry experts prove that the traditional medium is as integral as ever to modern campaigns.

BY JACQUELINE RENFROW

Radio often conjures up images of an old medium, one that had its heyday. But what was good for direct response back in the day is still proving to be a profitable medium and, in fact, is enhancing the success of other direct response channels. Radio has warped way beyond the AM and FM dial. It’s now available online as part of a website or a podcast or comes by satellite and can offer national feed anywhere in the country. So for those direct response marketers who use radio effectively, this old medium offers great new opportunities. One of the challenges for those selling and buying radio time is overcoming its reputation. Marketers at radio-savvy agencies say that the medium is often under-appreciated, and yet always has been and remains a strong player in the direct response marketing industry. “In the past, radio was, at best, an afterthought, and in more cases than

not it was an accidental part of marketing,” says Buck Robinson, president and CEO of Robinson Radio, a radio-only advertising agency. “They happened upon it as a last resort.” But Robinson says that mentality seems to be changing. Now advertisers have a far greater appreciation for the medium and the important role it can play in a campaign. Experts reinforce that radio should be thought of and planned early in a marketing strategy. In fact, radio is often most successfully employed before a campaign even reaches television or any other medium. Robinson says that testing on radio first gives marketers an opportunity to try out creative and learn what works, which can then be applied to smarter television campaigns. Radio can be a great place to test the message, core demographic and media placement of a campaign. Robinson refers to the channel as a “laboratory” – perfect for

experimenting and using what you learn down the line. “With the risk associated with television marketing going up, maybe try radio first and see what it yields,” adds Robinson. Overall, radio is lower risk for the profit opportunity it offers, and changes to media budgets, schedules and ad copy can be made on a weekly basis. Add to that, that most other mediums have a higher up-front costs and longer commitments, which result in more risk and less flexibility, and radio looks even better.

What’s Changed?
When it comes to radio, what’s old is new again in that it will always be a great source of lead generation for direct response campaigns. Radio is not the hard sell – that’s better left to DRTV. Instead, the channel can be used for a call to action, such as asking a listener to check out a website, make a phone

electronicRETAILER | October 2011

Electronic Retailer - October 2011

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