May 27, 2008
Direct Response Radio as a Core Growth Strategy
What's the strategy behind the growth of your business?
Does this describe you?
"Some marketers are still relying on the idea that they can drill a catch phrase or benefit or USP or differentiation into our heads through ceaseless ads. It sure worked on me."
If so, we, like Seth, doubt it's going to be a viable strategy. Why? Maybe because it's been done that way for so long and it's worn out. This is why, but not for the obvious reason. Because the "drill 'em" approach did work, more of it was done - and the result has been more and more media messages bombarding each person each hour of each day. Which renders the strategy ... ineffective.
In direct response radio we get near immediate feedback about what is and is not working. We know when we need to inject a new perspective into the core of the campaign.
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Predictably Irrational: The Hidden Forces that Shape Our Decisions, Dan Ariely
Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman