DRTV and Radio: Think Outside the Book, Part II
Formats: Choose between 30-second or 60-second spots and whether you plan to have a pre-recorded commercials verses “live reads” from radio personalities. More often than not, DR radio marketers will have a pre-recorded spot to use as the base promotion to have control over the message, but will use live reads wherever possible to capitalize on the implied endorsement from the radio personality.
Media and Production Costs: You should be able to produce a radio spot for around $5,000 and test the media channel with another $15,000 to $20,000 to get a read on whether radio has any promise for your catalog.
DRTV and Radio both represent potential new prospecting channels for your business. If you believe in the idea that multichannel marketing is effective, and that each channel builds off of others, then these media channels can be incremental new sources for customer acquisition and can help build your brand. The majority of catalogers still think “inside the book” when it comes to customer prospecting, so there’s a lot of potential waiting for the catalogers that expand their marketing horizons.
Dave Smith is a former senior vice president of marketing for the Direct Marketing Association. He’s the founder and president of Incremental Media, a media brokerage firm. He can be reached at email@example.com.