This morning’s Inside Radio (10/11/2012) quotes ZipCar CEO Scott Griffith on why they stopped advertising on the radio: “We did see a lift in awareness — we measured it before and after — but that didn’t convert into membership.” Wait, what? You dropped radio ‘cause it worked like it was supposed to? Obviously the creative was effective, ZipCar admits it saw a lift in awareness. All radio can ever do is raise awareness, radio cannot turn listeners into your clients, that is up to the business. Radio can only lead the horse to water, but the merchant is responsible for helping the lead tip the glass back and drink. The merchant is responsible for turning that lead into a customer.
A few years ago a heating oil company spent about $300.00 for 20 spots over the course of a week, running about 3 a day. This heating oil company told us he got 28 leads, but no sales, so he wasn’t renewing. Wait, what? Your dabble into radio gave you 22 leads, 22 people who were in the market for your product, ready to buy. You didn’t close them, and its radio’s fault?
All advertising can do, whether it’s TV, outdoor, Internet, print, radio, direct mail, skywriting, or social media, all advertising can do is provide leads. Advertising is the messenger to reach a broader audience, to help you increase brand awareness. The right message and frequency will do an amazing job. CEO Griffith did not hesitate to say ZipCar measured an increase in awareness during their radio campaign. Radio worked again; and radio will help you grow your business.
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Neil Holmes in founder and President of Voice Creative, an award-winning radio creative resource. Read this and other editorials at VoiceCreative.com
