We all agree, measurement and tracking are important when determining the success of any advertising campaign. We want to remind you that tracking in radio advertising is NOT as nice and neat as with other media such as print or internet.
We see a lot of radio production featuring special phone numbers, special long URLs with lots of slashes and of course the always popular “mention this ad…”.
The problem is – and brace yourself – the listeners aren’t always following your directions.
We see radio advertising campaigns get a bad rap many times because listeners didn’t follow the special phone number, URL, or “mention this ad”. Many times, radio advertising works in tandem with other media. For example, the radio grabs attention, then the listener searchs for the product on Google. Radio may not get any credit, but it did it’s job – building interest.
The best way to track a radio campaign is to compare the number of calls to the main phone number, visits to the main URL (even if the visits came from organic searches, but not PayPerClick), or people in the store from BEFORE the radio ad campaign to AFTER the radio advertising efforts (where radio is the only variable). This will show whether radio is doing it’s job, which is to drive traffic.
And if traffic is up, but sales are not..might be time to look at the other elements in your marketing mix (price, product reputation, pushy sales people, ineffective web design, rude receptionist, etc.) – and give radio advertising the credit it’s due!