Articles and Press Releases

Remnant Radio Can Help You Get Retail Distribution

By Bill Sullivan

It is a special pleasure to share with Electronic Retailer readers what I have learned over the years about how remnant radio can help advertisers substantially increase product sales and profits with retail distribution.

Radio stations accumulate remnant inventory, especially when times are slow, and sell it at heavily discounted prices. Most advertisers buy this leftover radio time for direct response promotions since the time costs are very low and the return can be very quick.

However, beyond a fast return on a small investment, advertisers can gain much more profit and for a longer period of time by using remnant radio time to promote retail distribution of their products, especially in major markets.

A LEG UP ON THE COMPETITION

Radio listeners are very loyal audiences; that's why direct response advertisers can gain quick response from their ads. However, I have found only about 15 percent of radio listeners are call-in buyers of advertised products and about 85 percent prefer to buy advertised products at a retail store. It's great to profit from those 15 percent call-in buyers, but it's not very good business to pass up 85 percent of the listeners who do not call, but choose instead to go to a store and check out a product first-hand before buying.

Of course, retail distribution-placing products for sale in a store-is not guaranteed. But clients with a substantial history of radio advertising have a huge placement advantage-a powerful "ice breaker"-over competitive products. Advertisers that can show the retail store product buyers how their radio promotions have established product believability, credibility and selling potential have a "leg up" on competitive products. It stands to reason that products with radio campaigns that build retail store traffic will succeed with many more retail outlets than non –advertised
products.

After you have gained a foothold with these radio stations and created a flow of sales and expansion of product, your branding campaign can take over. The branding campaign can be run at half" the direct response budget and deliver the same or more sales, because the radio listeners have accepted your product's credibility. This can happen not only on one station in one market, but on all stations in all markets, as well.

Retail distribution is highly profitable for a range of products, including wrinkle cream, weight- loss supplements and super vitamins, as well as gas grills, acne products and green tea. What's more, these and a large variety of other products can be found on store shelves as a result of remnant radio advertising.

So, if you do direct response advertising, you can extend your marketing, selling, profitability and business-building strength by using remnant radio time to promote retail distribution of your products.
To be certain of successful campaigns, be sure to consult an expert.

Bill Sullivan is president of WilliamSullivan Advertising, a full-service direct response agency in Millburn, N.]. He can be reached at (973) 379-8555, or via e-mail at bill@williamsullivanadvertising.com.

Article from the Electronic Retailer, October 2007

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