Direct Marketing VS Radio Advertising

Direct marketing works well for many types of small businesses, but how does it work compared to radio advertising? Well let us look that the very different advertising venues and consider each of them on their own merits first.

Radio is fairly immediate and goes out to a large area and it costs very little per each listener. Radio is not listened by everyone only certain types of people that enjoy what that station is playing generally. People have peak times they listen to certain radio stations, such as the commute to work or the drive home. Some stations are listened to at the office, while others in the home. Some play songs in Spanish, some all English and each radio station has a target audience to be considered and you as a business person have to decide if their listeners match your target audience.

Direct mail advertising is target to areas or groups of people in certain zip codes and districts. Only some people ever open advertising direct mail pieces. Generally a business can target an exact area, which is in a 10-mile radius of their business. Direct mail is not very expensive per unit mailed.

Now then back to the question, which is better direct mail marketing or radio. Well, we really cannot compare these to. It depends on far too many more details. Each has its place and reason. Perhaps you should not compare them at all? Consider all this in 2006.

Direct Marketing VS Conventional Advertising

There has always been a great debate between businesses and account executives that sell advertising. Which is better; direct marketing or conventional print advertising? Does one pull in more customers than the other?

Is one more cost effective than the other? And what is conventional advertising anyway? Well, for starters let’s call conventional advertising things like; yellow page advertising, local radio and local newspaper display ads.

Direct marketing of course is direct mail pieces being sent to the customer’s home or business. Direct-mail marketing can also be in the form of those package coupon mailings that are often sent out. Each type of advertising probably has its place and its best strategies for your particular type of business.

Do direct marketing mailings cost less than conventional print advertising? Actually, for the number of impressions in the customer’s mind the answer would be no. However, carefully designed coupons in these mailing packages do result in a large number of new customers coming into your business; more so then an advertising display ad in the newspaper.

The Power of the Freebie

J. W. Wrigley, the chewing gum king is reported to have said:

“Half the money I spend on advertising is wasted. The problem is

I don’t know which half.”

You too could be wasting half the money you spend on advertising
if you don’t do these three things:

1.Switch from brand name or prestige advertising to direct response.

2.Code all your advertisements.

3.Ask every telephone inquirer where they saw your advertisement.

Here’s an example of a direct response advertisement Mr. Wrigley could
have used:

______________________________________________________________

“Spearmint or Juicy Fruit?”

Which Wrigley’s Chewing Gum Flavor Do You Prefer?

Get a Free Sample Pack Containing Both Flavors!

All you have to do is fill in your name and address on this coupon.

Mail today and receive a Free Sample Pack and a Discount Coupon
for 10% off your next purchase.

Your Name……………………………………….. ………………………….M/F

Address………………………………………………………………………………………..

…………………………………………………………………………………………………..

Mail to: J. W. Wrigley Co. Dept, NE/7/6. Address………………………………..

________________________________________________________________

Note: Dept. NE/7/6 is a simple code meaning the advertisement appeared in
the National Enquirer.July 2006

Here’s another example:

A friend owns a big real estate office. He had a full page advertisement in the
“Yellow Pages” that cost him nearly $1,500 a month. The name of his agency
was in big type at the top, followed by a photo of his office building and a
bulleted list of services.

“Does the ad pay for itself?” I asked.

“No,” he replied. “It brought us just one new client last year. The only reason
we are in there is because all our competitors are.”

“Here’s how to cut that advertising bill by 90% every month, “I said, “and get
a list of hot prospects. Simply cut your ad to a 2.5″ x 2 column display box.
Use a bold headline to advertise a freebie.” Example:

________________________________________

Free Report Reveals Secrets of

How to Sell Your Home in 30 Days

or Less for Top Dollar!

Call 000-000-0000 Today. Ext 1.

24-Hour Automatic Phone Recording Service.

Phone any time. Speak slowly. Leave your name

and address and we will mail your free report.

Limited supply. Call now: 000-000-0000 Ext 1.

Real Estate Company Name, address and phone.

_______________________________________

Note: It’s best to advertise a 24-hour phone recording service because some
people are not ready to listen to a sales pitch.

Note: “Extension 1” is simply the advertisement source code.

Note: White space is money wasted.. The media sales person may tell you a good
advertisement should have at least 25% of white space. But the rep has a monetary
interest in selling you big spaces. The truth is that white space never sold anything
to anybody. If the prospect is interested, he or she will read the ad, even if it is tightly
crammed with smallest print.

You can use this kind of direct response ad for virtually any type of service business.
Use a bold headline to say something like:

“Free Report Reveals 10 Tips on How to__________________”

Not only will you soon discover the best media to advertise in; you’ll also get the
names and addresses of hot prospects to follow up. The freebie can consist of one
or two pages of bulleted tips and information. You never give the farm away.
Suggest they contact you for additional information–and be sure to give them

two or three good reasons why they should do so immediately. Try it. It works!