Source

DRTV advertising is the High Priest of current ad campaigns. Combining it with radio advertising can also prove a canny move.

DRTV advertising is one of the most ubiquitous and effective modern means of television advertising.  From Moonpig to Cash4Phones to a whole plethora of dating websites, DRTV has helped define and shape the way adverts are created, marketed and perceived by the public.  They provide a hook for the viewer, through either a website or a telephone number, and enable the consumer to participate and engage in the advert and product in a way they’ve not been able to before.

However, the high cost of creating ads, along with the lead times for DRTV ads, often necessitate a somewhat more adaptable and malleable medium. To this end, radio is the ideal platform and creates a more attractive proposition when it comes to the risk/reward ratio.  Radio is therefore a fantastic medium to minimum the kind of risks normally associated with advertising.  And when used in conjunction with general DRTV advertising, radio can be a solid and dependable ally.

Here’s how DRTV and radio advertising can work effortlessly hand-in-hand. 

Use Radio To Fund DRTV

The development of DRTV campaigns is time consuming , requiring many media and audience tests. In contrast, radio advertising is relatively cheap and much quicker.  What costs £100,000 in TV costs £1000 in radio. What takes 3-6 months in TV takes 2-4 weeks in radio. This is a key advantage, as you can use these relatively fast radio revenue streams to finance the development of any intended V campaign. 

Radio As A Source For Testimonials

Practically without exception, DRTV spot ads are more effective is they contain genuine testimonials from real customers. By initiating a radio campaign prior to launching a DRTV commercial,  you can provide a source of legitimate, qualified customer responses. And as every advertising agency will tell you,  word of mouth and real customer feedback is one of the greatest ways to generate interest and sell your product.  

Generate Real Customer Data

The development process of a radio ad will allow your creative time to tap into those real customer insights that will ultimately drive the campaign, regardless of the specific media channel.  The creative efforts in radio can therefore provide invaluable information for the development of the TV ad. There will be variations and this data won’t match exactly, of course,  but the core elements of the reasons, motivations and psychology of the appeal of a particular product becomes clearer.  This data can all be used to enhance the effectiveness of the TV ad campaign. 

Refine The Campaign’s ‘Back End’

There are many important and intertwined elements to a successful advertising campaign. The creative and media are the ‘front end’. He ‘back end’ is made up of components such as sales, customers service, and fulfilment. Leveraging radio also allows you to refine many of those back-end details that are inherent in creating a successful campaign – but without the integral pressures that invariably come with large budgets and media buys.

And if you’re already running a DRTV campaign, radio will boost your profits in the following ways:

Acquiring New Customers

Generally, radio and TV audiences don’t overlap very much.  Consequently, when you advertise on  the radio you aren’t destroying any potential TV sales. In other words, you’re reaching out an entirely new and different demographic of customers.   Practically all TV campaigns reach an apex where results begin to diminish. It therefore stands to reason that, to maximise the profits of your campaign – and to create the most robust of brands – radio is an indispensable way of achieving this.  

Establish A Strong Competitive Position 

So, you spent incalculable hours and countless pounds on building your DRTV campaign – and now you’re finally starting to reap the rewards. Your media spend has grown and you’ve now established yourself as one of the most dominant, top advertisers in the market.  Competitors will always look for a weakness, so you can’t afford to be without radio as your ally if you want to maintain a strong position. 

An Inexpensive Means On Continuous Creative Testing

Exciting and creative appeals are lifeblood of all successful advertising campaigns – otherwise you end up with a ‘flash in the pan’ campaign.  With ongoing and fresh creative campaigns, you generate a brand with ‘legs’ and a significant life span. Ongoing testing is therefore absolutely critical – and radio offers you the means to do that through pricing, appeals, offers, and packaging, for example.  Radio campaigns can also be highly targeted, and give you the scope to perhaps target customer groups you’re not capturing through TV.  Focussing on this vital element will also enhance your profits. 

In a nutshell then – don’t use DRTV and radio advertising in isolation. Combining the potent and lucrative forces of the two and bring them together to create a powerful brand and healthy financial return.  

Have you got any experience in DRTV and radio advertising, and how did the combination of both marketing strategies work for you? Share your comments and feedback below.  

Author bio
Gavin Harvey is a fitness fanatic who spends his free time watching movies and TV. He recommends Space City.