Digital Broadcasting Network has 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.
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 Digital Broadcasting Network.
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 30 years, we’ve parlayed those campaigns into success for countless clients that could articulate what success looked like for their brand and then trusted Digital Broadcasting Network to work its magic.
Crafting Effective and Engaging Radio Commercials Powerful copywriting and masterful production are essential to the success of any advertising campaign. On radio, that requires a specialized set of skills, different than those used in digital design or television production. The process starts with you, the client, defining exactly what you want a radio listener to do after they’ve heard your radio commercial. From there, every word, every sound, is orchestrated […]
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 […]
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