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Casual Articles - The 5 Biggest Mistakes in Direct Response Radio Advertising
The Law of Contiguity states that one thought will lead to another based on conditioning. Such as "Abraham" and "Lincoln". As a matter of fact two ideas are never present at precisely the same moment; so that "contiguity" really means "rapid succession". One idea being given, the other follows directly in its wake. So in reading advertisements one word of a headline is seen before another, one part of a paragraph follows an earlier part, so that a "train of ideas" is set up. The Law Of Sequence states that mental associations work more easily in one direction than in the other. "Forward associations", that is, associations in the direction in which ideas were originally presented, are stronger, more lively, and more easily recur than backward associations.This is especially true of such ideas as take the form of spoken words and other sort of acts that involve motor processes. Thus I have seen the letters in the word "advertisi
If you don’t follow a well-defined, proven testing methodology, you are throwing your ad dollars away. Period. You simply will not know why one ad works better than another or whether there are other approaches that could work better. You will just be out of money before you can determ
Have you ever heard the term; a good use of white space? Often people who do not want to belittle a project or a report will say; well I have to give them credit it certainly is a good use of white space. In other words the report was of no value but it looks so professional that it couldn't be completely dismissed.Your brochures and advertising in your business need to be accentuated in such a way that looks professional and even if the customer or potential future customer is not really interested in your product or service they will still believe you to be a professional company and may consider you at a later date if they ever need that particular product or service. Even if they are not a customer then perhaps if they think you're a professional company they may refer you to another person who is interested in your product or service by way of word-of-mouth.It is for this reason that accentuating your advertising and b
After over a decade in direct response, we have peered “under the hood” of hundreds of direct marketing campaigns across every type of category imaginable. Sometimes a new client will come to us after a failed attempt with another agency, or simply to get a second opinion on whether their campaign was or is being run optimally. As a result of this extensive experience, not only have we seen which decisions make campaigns successful, but also which decisions condemn campaigns to certain underachievement of their potential.
The most difficult part of writing about the “5 Biggest Mistakes” is narrowing down the list. It would be easier to write about the “Top 20 Mistakes”. Nonetheless, this paper presents the blockbuster mistakes that are a) way too commonly made, b) sure to doom a direct response radio advertising campaign, and c) relatively easily avoidable. In other words, get these things right, and you’ll live to face the lesser challenges with greater strength and greater knowledge.
Biggest Direct Response Radio Mistake #1: Faulty or non-existent testing methodology
There are many ways for a testing methodology to fall short, which is why this is #1 on the list. Testing the wrong variables, testing in the wrong order, testing too many variables, testing too few variables. The list is long. The point to remember is that success requires a scientific approach. That means disciplined and well thought out – a “ready-aim-fire” approach verses “fire-fire-fire”. Any good direct response agency has staff that understands the process for conducting scientific research, particularly research methods, statistics, and database management. The best DR agencies have applied this knowledge over time and have developed a proven testing methodology, along with the supporting technological infrastructure, that will get you from testing to profitability with the least amount of up-front time and money.
If you don’t follow a well-defined, proven testing methodology, you are throwing your ad dollars away. Period. You simply will not know why one ad works better than another or whether there are other approaches that could work better. You will just be out of money before you can determi
Strong brands become so as they develop a reputation for consistency - be that how they position themselves, the use of their corporate identity, in their messaging and their pricing.Yes pricing - a subject not talked about much in the context of branding.Let’s explore two specific case studies about price inconsistency and the impact to a company’s brand and business performance.Case Study 1 - Price Harmonisation in a Merger I recall a merger that I was engaged in and one of the biggest challenges we had was the harmonisation of trade terms for the products we were providing to our 14,000 customers.We had no record of the specific discounts each of our sales representatives had negotiated with the customers and through the merger the plan was that all the invoicing would be brought together.The customer had been aware they had different agreements in place with the separate organisations
The most difficult part of writing about the “5 Biggest Mistakes” is narrowing down the list. It would be easier to write about the “Top 20 Mistakes”. Nonetheless, this paper presents the blockbuster mistakes that are a) way too commonly made, b) sure to doom a direct response radio advertising campaign, and c) relatively easily avoidable. In other words, get these things right, and you’ll live to face the lesser challenges with greater strength and greater knowledge.
Biggest Direct Response Radio Mistake #1: Faulty or non-existent testing methodology
There are many ways for a testing methodology to fall short, which is why this is #1 on the list. Testing the wrong variables, testing in the wrong order, testing too many variables, testing too few variables. The list is long. The point to remember is that success requires a scientific approach. That means disciplined and well thought out – a “ready-aim-fire” approach verses “fire-fire-fire”. Any good direct response agency has staff that understands the process for conducting scientific research, particularly research methods, statistics, and database management. The best DR agencies have applied this knowledge over time and have developed a proven testing methodology, along with the supporting technological infrastructure, that will get you from testing to profitability with the least amount of up-front time and money.
If you don’t follow a well-defined, proven testing methodology, you are throwing your ad dollars away. Period. You simply will not know why one ad works better than another or whether there are other approaches that could work better. You will just be out of money before you can determ
Watch Out For The FinancingIts almost 9 PM and you've got just one more order to fill because you promised “Henry” you'd have his order ready for pick up first thing tomorrow, Henry's an old customer, a good friend and has a machine down and the part we stock will have him up and going again. But the nagging thought comes back again . . . . “after 27 years I don't need this anymore, I'm gonna sell it!”There are many different reasons why businesses are sold. But of all the reasons, the three most popular are retirement, burn out and major illness.When you own a business and have fought the battle over the years, the time does come when you're ready to cash in the business and turn it over to someone else. You've built your dream, watched it grow and it has taken good care of you. Finally you've talked to your family, your CPA and your attorney and decide to do it. You place your business on the market! About a ye
Biggest Direct Response Radio Mistake #1: Faulty or non-existent testing methodology
There are many ways for a testing methodology to fall short, which is why this is #1 on the list. Testing the wrong variables, testing in the wrong order, testing too many variables, testing too few variables. The list is long. The point to remember is that success requires a scientific approach. That means disciplined and well thought out – a “ready-aim-fire” approach verses “fire-fire-fire”. Any good direct response agency has staff that understands the process for conducting scientific research, particularly research methods, statistics, and database management. The best DR agencies have applied this knowledge over time and have developed a proven testing methodology, along with the supporting technological infrastructure, that will get you from testing to profitability with the least amount of up-front time and money.
If you don’t follow a well-defined, proven testing methodology, you are throwing your ad dollars away. Period. You simply will not know why one ad works better than another or whether there are other approaches that could work better. You will just be out of money before you can determ
Telecom scams and fraud continues to be a multi-billion dollar problem for the U.S. consumer and for business organizations. As the telecom industry changes, so do the methods of scam artists. The best line of defense is to be aware of the current scams and types of telecom fraud that are popular and often easily carried out by scam artists.Below is a list of the top 10 telecom scams and fraud alerts that you should know about. Aimed at both businesses and consumers, these tactics have cost victims 10's of millions in losses in the last year alone.#1 - "Do Not Call List" ScamThe national "do-not-call" list was put in place to protect consumers and businesses from being bombarded with telemarketing pitches. Some clever scam artists are now using the list as a tool for stealing personal identities. How does it work? Victims receive a call from someone claiming to represent the federal or state "do-not-call" list. T
If you don’t follow a well-defined, proven testing methodology, you are throwing your ad dollars away. Period. You simply will not know why one ad works better than another or whether there are other approaches that could work better. You will just be out of money before you can determ
Effect of Benefits We have previously examined realistic billable hours and the effect of business expenses on your hourly rate. Now we'll look at the effect of benefits. Once upon at time, when we were employed, we received a benefits package from our employer. This usually included health, life and disability insurance. Many firms also had available pension programs, profit sharing, dental and vision coverage. In addition, one-half of your social security was paid by your employer. As self-employed individuals, we have to provide these benefits for ourselves. This means an additional boast to the hourly rate we've calculated so far. For the sake of argument, let's figure a standard benefits package consisting of health, life, disability, pension and profit sharing. Let's figure health insurance costs at $300 per month; life at $50 per month; disability at $150 per month; pension (a SEP-IRA) at $500 per month and ab
If you don’t follow a well-defined, proven testing methodology, you are throwing your ad dollars away. Period. You simply will not know why one ad works better than another or whether there are other approaches that could work better. You will just be out of money before you can determine whether your campaign has legs.
Biggest Direct Response Mistake #2: Inadequate data capture and analysis
The power of direct response radio stems in part from the ability to collect and analyze results from the bounty of data that can be collected - and to distill insights that drive further refinement of the campaign. As all experienced marketers know, it is the insights that lead you to grand successes. With the right tools, technology, and processes, it is possible to conduct station-by station analysis, look at performance by market, format, day of the week, daypart, and a whole host of other variables to understand what’s working and what’s not for a particular campaign. This is vital to the process of optimizing campaign profitability.
Yet many avoid this process, shield it from their clients, or conduct “analysis lite” on the data. The problem is that you can’t distill the insights if you don’t dive into the analysis. As a result, perfectly viable campaigns are being deemed failures. In these situations people declare “radio just doesn’t work”, and proceed to run away as fast as possible. Avoid this mistake by making sure your media buys are backed by thorough, detailed analysis, not a cookie-cutter approach cloaked in unproven, formulaic assumptions.
Biggest Direct Response Mistake #3: Flying blind
It still astounds us how many people, smart businesspeople, ask us to move forward with advertising before they know the basic key metrics associated with their campaign. We refer to this as “flying blind.” It is not unlike deciding to fly a plane surrounded by instruments that are providing you data you can’t use to make important decisions about flying the plane. Turn left, turn right, speed up, ascend, descend? Scary thought? It should be, because absent a
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