Offline marketing strategies should consider the strengths of radio advertising when planning a media campaign and not just assume that the best avenue is television. OK, I must admit I was a little miffed when I read an article by Neal Mason commenting on the resurgence of offline marketing strategies for online businesses. No offense to Neal whose point was well made about offline channels making a comeback with advertising buyers. The truth is, we never left. But I have to tell you Neal, you made the same mistake that so many make in assuming that television is the best place to put those offline dollars. In an economy where every advertising dollar must give an account, I would challenge that assumption.
Some things never change Neal; like radio's lower cost per thousand reach than it's arch rival TV. And don't forget that TV requires the full concentration of your viewer/buyer. Radio on the other hand, is intrusive. It is on in the car, at the office, or whereever people connect with their world (which brings me to the most important benefit of all.) Radio is personal. It's one on one. It's you and me baby, just two friends working our way through life together. It's personal nature is it's most influential characteristic. Well done, it is a guerilla marketer's best friend to reach decisionmakers for less. It's therefore, the most practical of offline marketing strategies.
You don't see many agencies touting radio, not because it's not effective, but because it's too inexpensive. Remember, because they are paid on a percentage of the money they spend, they are out to spend money fast and the fact is that TV is more expensive than radio.
(Total Success Advertising by the way, is a refreshing exception to this rule! I have found them to be a direct response agency that spends their client's money like it was their own. What a concept!)
Once again Neal, I agree with you! Just don't forget to mention radio advertising as the most economical and stealth offline marketing strategy to target your key customers for less $.
You can read Neal's article entitled Offline Marketing is the new Online Marketing at: http://www.clickz.com/showPage.html?page=3624164. If you'd like to know more about how to make radio work for you, send TSA an email . They would appreciate the chance to help you make radio advertising the key element of your offline marketing strategy.
