Radio is not for everyone.  There are certain criteria we use to politely tell prospective clients their product or service will most likely not “work” on radio.  “Work,” meaning we will not hit their target CPA – probably ever.  For them, radio can be a great branding tool, but shouldn’t be held to the typical direct response standards that designate a campaign to be successful. 

Radio works.  We know that.  We’ve seen it countless times.  And with the growing number of options that encompass the world of radio today, a radio campaign is the perfect complement to any marketing mix.  It reaches people everywhere.  It’s personal.  It’s a problem-solver and it reinforces CTAs and brand messages heard or seen on TV, online or in print.

Finding the creative message that generates results across the various radio platforms may take some time, so let’s stop calling it a “test.”  Print may be a line item in your budget every year, yet it will take several forms of creative before you see positive results.  Same goes for direct mail.  So start the success process with a similar commitment to radio.

Phase One of any campaign is the learning phase, whether six weeks or twelve.  Let’s learn what works best and continue to refine the message and the mix of platforms used until we consistently generate the results we need to keep radio a part of your marketing mix.  And when that happens, then the “test” will have “worked” and we can transition to Phase Two:  everyone winning.

Barbra Tabnick is Vice President, Account Services 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