September 28, 2006
The Web and Direct Response: 8 Free Ways to Boost Radio Advertising Results
Like it or not, the internet is part of every offline direct response radio advertising effort. Why? Because even though you may only put your toll free phone number in the radio ad, a meaningful number of people who hear your radio ad will still go to the web before - or instead of - calling. The implications of this are self evident.
So, since you're going to have a web site anyway (assuming you wouldn't if the above were not true), you may as well maximize that effort. That's why you should read Seth Godin's post "The Eight Free Things Every Site Must Do". As Seth puts it, Rule #1 is "If you have a site, you want more traffic". Rules 2 and 3 are the setup for the 8 free things.
I encourage all direct response marketers to read Seth's post because maximizing the contribution that the web presence can make enhances the overall profitability of your direct response advertising campaign. Increased profitability makes you more competitive, which means you'll beat out competitors for new customers, resulting in a stronger business that generates more profit over a longer period of time. And isn't that one of the basic goals for every business?
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