Success In Black-And-White Clarity
The Radio Agency mastered direct response the hard way; losing accounts when sales metrics fell short of profitability. Fortunately, we were rewarded for success by having media budgets doubled, tripled, even increased tenfold.
The brutal black-and-white of direct response advertising is also what makes it so beautiful, for a well-structured initial campaign will reveal precisely how to make future radio buys profitable, even if the first campaign fails to turn a profit.
The Marketplace Made Us Direct Response Experts
Any brand that is funding a direct response campaign knows exactly what's working and what's not. Baseline metrics, dedicated phone numbers, unique URLs and promo codes make it easy to determine which creative messaging and which media are generating profit and which ones are missing the mark. So when you're managing a campaign on TV, radio, print, web and direct mail - and your radio's not working - you know it. That's how so many national brands came to search for and find The Radio Agency.
With so much at stake - and such little time to prove the model profitable - we learned quickly how to structure and produce a successful direct response radio commercial. We also discovered which radio stations, channels, programs and networks outperformed others with identical audience ratings. Over 25 years, we've parlayed those campaigns into success for countless clients that could articulate what success looked like for their brand and then trusted The Radio Agency to work its magic.