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September 06, 2006

Radio Advertising: "Tried and True" vs. "Me-Too"

It is perhaps a subtle nuance in the approach to radio advertising. But one way leads to success and the other to mediocrity or failure - and that's what makes it worth thinking about.

What's the difference between an approach that's informed by pillars of radio advertising wisdom verses one that is simply copying what everyone else or someone else is doing? Not an unimportant question if you want to achieve a consistent level of success building direct response radio advertising campaigns. The distinction comes down to the reason for a particular course of action.

What is "tried and true"? To us, it means that we've tested it a number of times and have seen consistent results across all of our experience. Either consistent failure when the theory is not followed or consistent success when it is followed (all other variables held constant). Now let's look at "me-too". If the rationale is "because everyone (or someone) else in the category is doing it", then it's "me-too". You have not tested it, you have no information about the particular approach, but you impute success because someone else is doing it. Now, sometimes - hopefully not often - all you have to go on is someone elses apparent success. But let's take that another step and see what happens if you "me-too" a radio campaign. If you go out with substantially the same message or approach as another competitor in the same category, how much success do you think you might achieve? The answer is: not as much as you'd have if you built your campaign on a distinct platform.

Beware the "me-too" approach. Seeing the success of another can lure you into taking a shortcut, but don't take the bait if you're determined to create a successful direct response radio advertising campaign. It is hard to differentiate, but it pays off.

Posted by Jeff Small & Brett Astor at 01:11 PM | Permalink