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Now we know what works for Macaroni Grill. Thanks to a detailed study from Marketing Evolution, commissioned by Clear Channel, we know that radio was very effective for the restaurant when coupled with TV. The mix was 77 percent TV and 23 percent radio. Perhaps we have to swallow the bitter pill of the lopsided percentage radio gets, however the good news is that, in the big, data-driven world we live in today, more data proving the effectiveness of radio are better than less data.
Return on Investment is more important than it's ever been for advertisers and the data from Marketing Evolution should be passed around to as many clients as possible to help close every sale. If you can't take the revenue from TV, take more from the newspaper or Pandora or Google. Rex Briggs is the CEO of Marketing Evolution. Briggs has been helping Fortune 500 marketers improve ROI for more than two decades. He's an expert in unlocking marketing ROI profits through measurement.
Briggs is credited with pioneering many digital measurement techniques, including post-click analysis, attribution modeling, online advertising effectiveness, cross-media measurement, social media effectiveness, and the integration of marketing mix modeling with attitudinal measurement. We spoke to Briggs at length about the study his company did with Clear Channel, how important it is for radio's feet-on-the-street to have more data, what radio can do to grab more revenue and why creative is so important for every advertiser. Ripping bullet points from the newspaper or client website and turning that into a radio commercial is a campaign killer. Anyone can say, "We're not a Clear Channel so we can't afford to put together big study's or come up with big data." Nobody can say every commercial on their station sounds great -- and that's a perfect place to start. Here's our interview with Rex Briggs.
(5/10/2014 10:24:01 AM)
That ownership and management has refused to, first, acknowledge and secondly, to address this issue speaks volumes to the integrity of the ownership.
Further, and this may be the most important part - slapping a little lipstick on, otherwise, crippled pigs (the spots) would only add to the expense of production, but little to the affect of any given set of spots.
Copywriting for radio is a profession - requiring knowledge, experience, skills and, if lucky, some talent.
Chris:
Excellent point. I think I need to interview someone else on that. While Rex focuses on R.O.I., helping us with creative specific probably goes outside what his company focuses on. I think I have that person this morning, from the creative side, which I will be posting Monday. Stay tuned.
Ed
Was really hoping to hear a little more on the creative end, and less on the bean counter aspects. The best piece in there is the damage being done by sales departments trying to rush spots to air same day/next day, using newspaper ads as copy info. I've seen a PILE of horrible copy in my years in radio. The general root of it all is selling companies advertising when they have nothing compelling to say. No story to tell. It's giving businesses reasons to say "I tried radio, and it didn't work.
(5/9/2014 8:44:25 AM)
Correct. Excellent creative DOES take a little extra time and a little extra effort. BUT, the difference it makes in the overall sound of a station AND to the success of a client's campaign cannot cannot be overstated.
(5/9/2014 8:12:18 AM)
One very important point about creative. It takes an investment of time by both the sales rep and the production staff. Good spots take TIME to write and produce. Many companies won't give their people that luxury these days, and that is part of the problem.
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