By Joe Bayliss
April 4, 2018
Traditional media continues to be a great vehicle to reach baby boomers. They grew up listening to radio and watching TV. And they continue to spend hours with these mediums every day.
I’ve always been a big fan of radio commercial campaigns. These can be a great option to supplement a weekend show, or as a standalone platform. There are 2 significant benefits that come with a commercial campaign …
1. You will reach a much larger audience Monday - Friday than you ever will with a weekend show. In fact, the audience could be 10X or 20X bigger. A bigger audience means more people are hearing your message.
2. Calls come in when you’re open for business. So, you’re able to speak to these leads immediately, as opposed to waiting until Monday, or Tuesday. The sooner you get to a lead, the better your chances are of converting that lead.
We recently ran a 3-day radio commercial campaign in a top 10 market, and the initial results were impressive …
We used a specific call to action for an appointment (no, it wasn’t social security), which resulted in 12 leads. 4 of these leads were qualified, and 3 had between $1 and $1.5 million in investible assets.
I can’t tell you the number of advisors I’ve talked to who have wasted thousands of dollars on a radio commercial campaign. But it’s because they dropped the ball on 1 or more of the following 3 critical components …
1. The station. Are you on the right station? Does this station have a high concentration of listeners who fit your ideal customer profile? Be on the biggest station your budget will allow. The cheapest stations are often littered with dozens of advisors, which impacts your lead generation.
2. The message. Does your message engage your target customer? Is there a specific call to action that motivates them to act? Your message is probably the most important piece of this puzzle.
3. And execution. Don’t underestimate the power of a unique voiceover and great production. Great commercial copy will fall flat if your commercial is not well produced.
You won’t get away with doing 1, or even 2 of these things right. You gotta nail all 3 to have a successful campaign.
Take the case study above …
We reached an upscale, highly targeted audience on a top-rated, foreground station.
We wrote a compelling message with a hard-hitting call to action for an appointment.
And we finished with a unique voice on the station and great production.
Let us know how we could help you find more 7-figure leads with your next campaign.