Radio is the premier targeting medium. When you combine the right Radio stations with the right cable programs, you can create a highly focused campaign capable of generating maximum reach and frequency with the specific consumers who are most likely to purchase your products and services. Your Radio commercials can even serve as the audio track for your cable spots, ensuring a most synergistic and creative marketing plan. By combining Radio and cable you can not only deliver more messages to your customers more often, but also participate in special promotions that attract customers and increase sales. Most direct mail marketers consider a response rate of only two or three percent to be successful.
Direct mail is much more effective in reinforcing current customers than attracting new prospects.
In fact, there are many services devoted to helping consumers get their names removed from mailing lists. Direct mail costs are on the rise. Increases in postal rates, production charges, paper costs, and database fees have turned direct mail into one of the least cost-efficient of all media. By augmenting your marketing strategy with Radio to call attention to your mailings and precondition recipients to the benefits of reading and responding to your direct mail offers. Using Radio in tandem with direct mail allows you not only to build sales with current customers, but also to reach prospects, specifically your competitors customers, who are not likely to open or read your direct mail solicitations.