How long should a radio test campaign last?

Wouldn’t it be great if there was a simple answer to every question?

When we start working with a new client, our team will first need to understand the client’s goal, metrics, call to action and more so that we can recommend the length of the test.

Given the time of year, the public’s familiarity with the brand, and availability of media properties we feel would work, we may need anywhere from four to twelve weeks to properly test all of the best options for a particular product or service.

While one piece of creative may hit our client’s target CPL or CPA on one or two properties or platforms from the get go, it may take a few months to find the right combination of offer and media to have a profitable campaign overall.  A “tap to receive an email” with an offer on Pandora mobile may work well for some, while driving to a call center using the right AM/FM terrestrial property may be better for others.

We ask for patience and a serious commitment to the testing process.  It’s a science and the payoff is worth it!

Barbra Tabnick is a Senior Marketing Strategist at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the RSS link above. Visit our website TheRadioAgency.com