Direct Response Advertising

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 successful campaigns by having media budgets doubled, tripled, even increased tenfold to scale those campaigns.

The brutal black-and-white clarity of direct response advertising is also what makes it so beautiful, for a well-structured 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 have come to search for and find The Radio Agency.

With so much at stake – and so 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.

Optimizing Your Success

Once we navigate your campaign to deliver the desired cost-per-lead, cost-per-acquisition or other success metric, we are actively engaged in the ongoing management of your campaign, testing new media and/or creative to scale the campaign as large as you’d like.

How could we craft or tweak the message to generate even more response?
Which media is working best and how can we buy more media like it?
How can we renegotiate rates and exposure to turn near-misses into solid profits?

With an infinite number of ways to script and record a radio commercial – and tens of thousands of media options available – you can see where ongoing management and optimization of your campaign is a full-time job for our Account Management team.

But that’s what you’d expect from a full-service advertising agency 100% focused on radio, isn’t it?

Proven Results and Success

We’ve had the good fortune of working with a remarkable A-to-Z list of heritage American brands over our 25-year history. From DRTV marketers to Fortune 500 companies, Dot-Com visionaries to E-Commerce giants, we’ve worked with just about every B2B and B2C category imaginable. Get in touch with us to discuss how we can launch and manage your direct response advertising campaign on radio.