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 client came to Robinson Radio (RRI) after finding varying success selling a several hundred dollar anti-anxiety product within the radio industry. Unable to break down or fine-tune campaign results due their previous radio agency’s “black box” philosophy, the client sought a full-disclosure advertising partner. RRI needed to deliver immediate results that matched the client’s historical Cost Per Call (CPC) data while ensuring that the Cost Per Order (CPO) remained at a specific threshold. Maintaining a 4+ Media Efficiency Ratio (MER) was imperative to the organization’s financial success, as well as to the growth of the campaign.

Robinson Radio developed a network remnant media strategy utilizing the client’s existing creative to target the core demographic profile of women aged 30+. A customized media appraisal system was developed that monitored and rated remnant outlets based on CPO and MER, while identifying media cost thresholds that delivered the appropriate financial results. After the first 30 days, RRI developed a creative testing strategy that ensured that the messaging delivered the most profitable and qualified leads for the client’s call center.

The client’s introduction into working with a full disclosure agency has provided efficiencies in both media strategy and weekly revenue generation. Radio is now performing head-to-head with television and other offline media outlets—and in some instances—out performing them. The current CPO performance is consistently below benchmarks and MER results are averaging a full point above the client’s initial benchmarks.

The creator behind the nation's most popular in-home fitness program approached Robinson Radio (RRI) to expand their multi-channel marketing strategy for their newest, most revolutionary fitness product of 2009. Although the company historically utilized DRTV and interactive web components to drive consumer growth, they wanted a new media channel that could promote the brand and drive incremental customer growth based on a Cost Per Order (CPO) model.

As with most heavily marketed fitness merchandise, this product was traditionally sold utilizing compelling “before and after” images of individual user results. In order to recreate the visual aspect for the client, we developed an aggressive host endorsement strategy that included both on-air endorsements as well as an interactive component that utilized the personality’s or radio program’s web properties. Unlike a traditional endorsement campaign, RRI had to negotiate directly with the hosts since the campaign’s strategy required them to commit to a “lifestyle” change that included a daily workout regimen, diet plan, and more. RRI also required hosts to post images of their physique at 30, 60 and 90-day intervals to showcase their fitness progress. In addition to leveraging media relationships to expand the campaign’s reach (and lower costs), RRI and the client developed a “radio only” offer that intensified consumer response.

Robinson Radio was able to develop a campaign baseline and footprint for success for national roll-out by building a repeatable model. As a result, radio has become a growth medium for this company’s sales strategies for 2010. By identifying the components that deliver a profitable campaign, RRI and the client are currently negotiating and airing with the largest sports properties on radio.