A national auto warranty company had tried radio in the past but came away with a very negative impression of the medium. Why? Their former agency charged them a six-figure premium to penetrate just two markets and failed to drive leads to their call center. Subsequently, the company eliminated radio from their marketing mix and chose to focus advertising efforts solely on direct mail—until Robinson Radio re-introduced the radio medium. 

After presenting our unique “Crawl, Walk, RUN” campaign philosophy and strategic media placement approach, the client committed to a $30K radio test. Robinson Radio rolled out a campaign test at a national network level, analyzed the sales data, and attributed it back to the market and format level. Based on this information, we transitioned the client into a hyper-localized media buy where we targeted specific stations in specific markets and developed a media strategy based on “real-time” results. We then rolled out a national host endorsement campaign in high-performing media markets with some of the top national radio personalities in the industry—including Rush Limbaugh, Sean Hannity, and Michael Savage.. 

RRI was able to show the client that radio is a powerful and profitable medium for driving lead generation. With an annual $5 million spend on radio, radio is now the #1 advertising outlet for the client and generates thousands of calls per week to their call center. Cost Per Lead (CPL) and Cost Per Order (CPO) goals have consistently trended roughly 40% below the client’s established campaign objectives. By holding every media dollar spent accountable for revenue generated, Robinson Radio has been able to grow the client’s brand into a multi-million dollar industry leading operation.

A start-up lead generation company needed to develop a national advertising campaign that drove consumers to their website. The target audience for the client was males aged 18-34 and required the consumer to provide contact information to potential marketers. The client approached Robinson Radio (RRI) to develop a cost effective “offline” strategy to grow its online presence. 

RRI developed testing protocols that allowed for national exposure while developing local marketing strategies based on weekly results. In order to continue to draw the attention of the coveted demographic, RRI consistently integrated new creative to ensure that response rates were consistent with the client’s business objectives.. 

The client was able to grow from 1 to over 50 employees within one year and became an indisputable leader in the online lead generation space. RRI was able to move quickly with the client to make changes to campaigns on a weekly basis to ensure maximum results. Consequently, Cost Per Lead (CPL) goals were consistently met and exceeded with some campaigns delivering sub-$3 results. The client grew media spend from $5K to just under $1 million in less than one year.

A national membership organization specializing in home furnishing and improvements with over 160 showrooms throughout the United States needed to increase store traffic. They were spending millions of dollars in print and TV but needed to increase the volume of qualified leads for their franchises. With an average membership cost of $5K, the client needed to reach homeowners with a higher household income. 

Robinson Radio developed a campaign strategy that utilized nationally syndicated hosts to endorse the client’s brand.  To ensure authenticity, each host was provided with a membership so that they were able to provide a firsthand understanding of the membership benefit to homeowners.  Holding true to the RRI “Crawl, Walk, RUN” campaign philosophy, we started off with one national host with affiliates that reach markets where showrooms were located and a media spend of $10K.  Upon full campaign rollout, the client was endorsed by over ten nationally syndicated hosts including Glenn Beck, Howard Stern, Dr. Laura, and John Tesh.

By utilizing host endorsement campaigns, the client was able to realize an immediate return on their investment while generating thousands of qualified leads each week via phone and web. Conversion rates for the radio campaign were greater than both TV and print—allowing for a higher threshold of Cost Per Lead (CPL) benchmarks. Radio has been a prominent advertising vehicle for this client for over three years, with the company profitably spending several million on the medium annually since 2006.