Direct response radio advertising delivers measurable and profitable returns when the campaign is methodically planned, carefully crafted and effectively executed.  However, the success of any campaign hinges on the complete understanding of how all essential pieces work together. At the radio advertising agency, posing the right questions to your client from the start is critical for achieving and enjoying open lines of communication and maximized results. Below are crucial questions you will want to ask in developing your next radio campaign.

When working with an advertiser, determining the demographic and sociographic make-up of likely buyers is just the beginning. Understanding precisely what benefits differentiate your client’s product or service from competitors makes it easier to accurately position their company and highlight their unique selling point. As part of your research, you’ll want to educate and familiarize yourself as much as possible with any and all competition. With a thorough understanding of your client’s target consumers, and how the product or service improves lives in comparison to existing alternatives, you’ll need to jointly determine what length of radio advertisement would be ideal for effectively conveying these must-have benefits - 30 seconds, 60 seconds or, perhaps, 28 minutes. You’ll also need to decide where advertising dollars will be spent. Will these spots air locally or nationally, and what will be the flight dates? The client’s budget will dictate what’s realistic in regards to the creative process, the length of ads, and where and when time is purchased. 

If you discover your client has advertised previously, you’ll want to know what offers or incentives were employed, where the ads ran and what creative was used, including testimonials, endorsements or a spokesperson. Having access to spots your client has done before would be extremely helpful. You can then see if the approach was a hard sell with the inclusion of price points, a soft sell promoting a risk-free guarantee, or lead generation featuring a free catalog or DVD within the call to action. Generally, the trend in DR radio today is to utilize the soft sell or lead generation approach, as price points within the creative may ultimately compromise the campaign’s success.  Important to note: You’ll need to be kept informed if your client will be using you exclusively or running simultaneously with another company like yours. 

When it comes to measuring success, it’s extremely important to determine your client’s goals in regards to cost per call, click, lead and sale. You’ll also need to be made aware upfront if the campaign will focus solely on a primary sale or if there will be secondary products included in the offer. For example, an ad for an anti-wrinkle cream also may feature a body lotion designed for firming skin around the neck and face.  There may even be multiple secondary sales incorporated into the campaign. If the average price point is set too low, using radio may not prove practical unless there are continuous reorders or the product draws huge mass appeal.

Another question you’ll want addressed is which distribution channels will be targeted for ordering your client’s product or service. With radio, you can easily drive listeners to call, click or head straight to retail.  If the product or service is designed to be ongoing, effective plans for continuity will need to be established. 

But wait, there’s more. Will your client’s telemarketing include an IVR system or a live partner? Will calls be accepted 24/7, 365 days a year or will daypart restrictions lead to limitations pertaining to reaching a live person and buying? Will you receive tracking of calls on an hourly or daily basis? A sample of daily tracking is preferred, as batch tracking at week’s end is clearly not as effective. Will your client supply you with all the phone numbers and URLs you need? In addition, you’ll want to know if they’ll be utilizing your production services, and if they’ll be paying in advance. 

To ensure a successful radio campaign and solidify cost per cail, click, lead or sales goals, campaign metrics need to be shared, and compelling creative must be crafted.  Constructing an effective offer and campaign that breeds favorable ROI requires every piece of the jigsaw puzzle fitting together through detailed and accurate answers to the these questions. Ideally, every participant should operate from the same foundation to help minimize costly mistakes and maximize profits.