Strategic Radio Advertising A Continuing Series With Dr. Greg Cynaumon, ROI Media Direct

Posted on Jul 24, 2010

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Strategic Radio Advertising

A Continuing Series With Dr. Greg Cynaumon, ROI Media Direct (http://www.ROImediaDirect.com )

Interview #09: How to Avoid the 5 Biggest Radio Advertising Mistakes

For any of us who are responsible for creating winning radio campaigns, either for ourselves or for our clients, it’s essential to understand how TSL (time spent listening) has evolved over the years. You don’t have to be a doctor of psychology to understand that people today have a greatly reduced attention span. With the massive amount of brief, impactful messaging streaming at us moment by moment, you have to know that has impacted the way people listen to radio. If you don’t factor in these sociological changes, you’re destined to discover mediocre radio campaign ROIs.

Back in the 90’s it used to be that you could place one, direct response :60 second commercial on a program and you’d effectively reach your audience with enough frequency to see quick and sustained traction. Not anymore. The radio market today offers about a dozen more format options than listeners had back then. Now add mobile devices and satellite to the mix and you can see how advertisers are fighting for consumer’s attention like never before. In today’s in-car and out-of-home listening landscape, the one spot a show, per day rationale is risky if not suicidal at best. Here are some points you may want to consider:

1. Understand that radio listeners have a SHORT attention span and an itchy trigger finger. (Averaging 2 min. in some markets and on some formats). As soon as a DJ starts talking too much or a less popular song comes on – or that dreaded COMMERCIAL – listeners bail in droves. Talk radio fares somewhat better than music formats, but has it’s own unique problems.

2. Know that, as soon as the commercial break hits, many listeners (believed to between 15 and 25%) are gone. Experience tells me it’s more like 35-40% – especially in markets where consumers have more choices. Now factor in listening habits by the time the second or third commercial comes around. Good luck to the direct response advertisers who land in the 3+ commercial break position.

2. Getting buried in pods (or stop-sets) of commercials is death to direct response clients. Yes you can push for first in stop set. No, stations don’t like it, but smart advertisers need to push anyway. This can be the difference between a successful campaign and cancellation. You’d be shocked how many stations will mindlessly place some grocery store or gas station branding commercial first or second while the 800 number driven direct response client gets killed later in the break.

3. For a DR Campaign to have a chance to succeed strategic advertising minds need to pick stations wisely by analyzing ALL the data. TSL, demo, buying habits, format trends, commercial clusters, in-show content ops, psycho demographics of the listeners and our INSTINCTS. Then…

a) Dominate a day part with several commercials per show including more than one spot per hour at the start of your campaign.  Remember, TSL dictates it’s tough to reach the audience that jumps in and out of a station depending on the programming.

b) As advertisers, our greatest chance of succeeding is to dominate ONE day part first, get traction and then move virally through the other day parts. A schedule should look more like two plus commercials PER HOUR in the CHOSEN day part. At the start of the campaign. Think of it as you would a jet taking off. It takes tremendous energy to get a jet off the ground, but once it reaches altitude, you can throttle back and cruise. This frequency play can often include; :30’s and even :15’s so that listeners are receiving the necessary “cumulative frequency” of our advertising.

c) Again, when you see traction, you can spread that buying pattern to other dayparts on the same station, followed by replication on other stations in that market and then outside of the market.

Greg Cynaumon, Ph.D. is a partner and the Creative and Media Strategy Director at ROI Media Direct – a full service, radio and television advertising agency. ROI specializes in direct response clients serving such notable clients as: LegalZoom.com, LifeLock, eHarmony, Blinds.com, and Ring Central.com.

To Contact Dr. Greg Cynaumon: (http://www.ROImediaDirect.com )

Can The Bible Cure Depression?

Posted on Jul 17, 2010

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DIEGO, Calif. —July 19, 2010— “I’m not ashamed to tell you I’ve had years of counseling. I’ve been on four anti-depressants, three kinds of anti-anxiety prescriptions and a menu of meds for bipolar disorder. I’ve been suicidal at times and basically thought I’d never be happy.” That’s what Deborah, a 33-year-old wife and mom related after her life transformation courtesy of Dr. Greg Cynaumon, and his Unlocking The Bible’s Secrets to Happiness program. “I could have avoided years of pain and counseling and tens of thousands of dollars if I’d discovered this earlier in life,” she concluded.

Unlocking The Bible’s Secrets to Happiness (http://www.UnlockingBibleSecrets.com) is a new twist on the oldest book in history – The Bible. The six, forty-five minute video sessions and accompanying Playbook reveal biblical secrets that can bring people instant happiness, meaning, and lasting peace? In fact, Dr. Cynaumon reports that people who have used this program report a significant elevation in mood, far less stress and worry, better health, happier relationships, better concentration, and improved sleep. “I’d used cognitive, behavioral and analytical psychology with those clients, but always came away with the feeling that; ‘counseling is beneficial, but seldom is it truly life-changing’”. Being a devoted student of the Bible, Cynaumon started in-depth research into what the Bible had to say about the most common problems people bring into counseling: depression, anxiety, stress, weak boundaries, stress, and no idea of their purpose in life. The doctor discovered that the Bible is powerfully clear on how to overcome each of these emotional roadblocks that keep us unhappy.

For example, Cynaumon discovered that depression often has its roots in unresolved regrets and disappointments of the past. “Scripture is very clear on better and different ways to forgive ourselves and others for regrets, disappoints and hurts from the past and how to ultimately release these. Sure, psychology addresses these too, but not with one-tenth the power and clarity that the Bible does,” Cynaumon concluded.

“Basically Unlocking The Bible’s Secrets to Happiness is for anyone who wants to be happier. It doesn’t matter if you’re a born-again Christian or Jewish, atheist or biblical scholar – the truth is the truth,” Cynaumon said. “I want people to know that this is not preachy, nor does it shove the Bible down people’s throats. It’s not New Age-ish or full of Old Testament thous and thees. This is the scripturally sound, very fun apex where psychology and theology absolutely mesh together to form a dynamic solution for people who really want to live a happier and more fulfilled life.”

“You have no idea how truly happy you can be,” interjected Tyler, a 27-year-old father of twins who has was introduced to Unlocking The Bible’s Secrets to Happiness six months ago. Dr. Cynaumon makes this so easy not to mention I laughed all the way through the DVDs. He’s like half shrink and half comedian, but it makes learning fun. I can’t tell you how many people I’ve told to get this program.”

Best-known for his teachings in the field of psychology, dream analysis, and parenting; Dr. Greg Cynaumon concluded, “Look, I get that counseling is valuable and medication is absolutely beneficial – if not life-saving to many, many people. But if you’re depressed, anxious, stressed-out, can’t sleep, have a bad marriage, have difficulty setting boundaries and really aren’t at all sure what your bigger purpose for being here on this earth is – this program will change your life.”

For more information about Dr. Greg Cynaumon and Unlocking the Bible’s Secrets to Happiness, please visit (http://www.UnlockingBibleSecrets.com).

About Dr. Greg Cynaumon

Dr. Cynaumon holds both a masters and doctorate degree in psychology.

BOOKS:

Unlocking the Bible’s Secrets to Happiness

Discovering Your Child’s Discipline Quotient

Does God Still Speak Through Dreams

How to Avoid Alienating Your Kids in 10 Easy Steps

Empowering Single Parents

Helping Single Parents With Troubled Kids

Married But Feeling Alone

Hassle Free Homework System

Bible Trivia Quiz Book

GAMES:

The Dr. Laura Game (Hasbro)

Left Behind Game (Talicore game)

EDUCATIONAL PRODUCTS:

The Phonics Game (co-developer)

Hassle Free Homework System

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Doctor Cynaumon: Read The Bible and Call Me in the Morning

Posted on Jul 10, 2010

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SAN DIEGO, CALIF. —July 10, 2010— “You can’t watch ten minutes of TV without being bombarded by constant reminders of how much better your life would be with the right pill, tablet, capsule or liquid gel cap,” said noted doctor of psychology and author Dr. Greg Cynaumon. “Between depression, anxiety, erectile dysfunction, and swollen nasal passages, if you didn’t think you needed meds before, you probably do now. Is it any wonder that about 60% of us take some prescription each day? Look, I’m not jumping on pharmaceuticals; I’ve seen how beneficial the right medication is for patients. I’m just saying I’ve seen amazing results by introducing a simple, Biblically-based alternative to passing the prescription pad.”

Best-known for his teachings in the field of psychology, dream analysis, and parenting; Greg Cynaumon has introduced a new, Biblically-based program aimed at providing a fast-acting consideration for people struggling with depression, anxiety, stress and chronic unhappiness.

“Look, everyone who suffers from anxiety, depression, stress, sleeplessness – you name it, shares one significant commonality; chronic unhappiness. What’s life changing is that, once you reintroduce people to a clear path to happiness – a path clearly taught through scriptures, other emotional problems clear up. Virtually everyone wishes they were happier and discovering the bible’s secrets to happiness is the path to a better, healthier, and more fulfilling life. Years of research have revealed that the bible is the perfect blueprint to happiness and it’s that what you’ll find inside Unlocking The Bible’s Secrets to Happiness.

According to Dr. Cynaumon, “Life has a way of beating happiness out of us. We lose our way and forget what it takes to be happy again. Yesterday’s hurts, regrets and failings combine with tomorrow’s worries and stress over money, work, marriages, and families to the point that happiness seems unattainable.”

Unlocking the Bible’s Secrets to Happiness reveals 6 biblical secrets that can bring people instant happiness and lasting peace? In fact, Dr. Cynaumon reports that people who have used this program report a sizable and significant elevation in mood, far less stress and worry, better health, happier relationships, better concentration, and improved sleep.

For more information about Dr. Greg Cynaumon and Unlocking the Bible’s Secrets to Happiness, please visit UnlockingBibleSecrets.com.

About Dr. Greg Cynaumon
Dr. Cynaumon holds both a masters and doctorate degree in psychology.

BOOKS:

  • Unlocking the Bible’s Secrets to Happiness
  • Discovering Your Child’s Discipline Quotient
  • Does God Still Speak Through Dreams
  • How to Avoid Alienating Your Kids in 10 Easy Steps
  • Empowering Single Parents
  • Helping Single Parents With Troubled Kids
  • Married But Feeling Alone
  • Hassle Free Homework System
  • Bible Trivia Quiz Book

GAMES:

  • The Dr. Laura Game (Hasbro)
  • Left Behind Game (Talicore game)
  • EDUCATIONAL PRODUCTS:
  • The Phonics Game (co-developer)
  • Hassle Free Homework System

VIDEO: Dr Greg Cynaumon and Unlocking the Bible’s Secrets to Happiness

Posted on Jul 09, 2010

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Here’s the official trailer for Dr Greg’s book Unlocking the Bible’s Secrets to Happiness:

“Why Not Put Stern/Limbaugh on Your Website”. Dr. Greg Cynaumon

Posted on Jul 02, 2010

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Radio Ad? Okay, But Why Put Stern or Limbaugh on Your Website Too?
An interview with Dr. Greg Cynaumon, President of ROI Media Direct.

Just when you think you know a little something about the world of advertising and in particular, direct response radio and television, you bump into someone who makes you feel like you’re back in preschool. If you want to understand what makes radio-advertising work, you need to spend a week with Dr. Greg Cynaumon, President of ROI Media Direct. We didn’t have a week, but we did come away with some business-changing ideas. Hint: if you are advertising on radio and you don’t follow this advice – we officially believe you are one unsafe children’s toy short of a Happy Meal.

According to Dr. Greg Cynaumon, (by the way, his Ph.D. is in psychology) “One of the most underutilized secrets in advertising is to combine traditional radio advertising and then repurposing that same radio host or DJ on the product’s or service’s website. It’s so simple and synergistic that it shocks me that nobody has done it before we did. I mean, if you are spending good money and trusting the radio celebrity to represent your product or service ‘on the air’ – doesn’t it make sense to have that same radio celebrity meet and greet your consumer on your website?”

ROI Media Direct, (www.RoiMediaDirect.com) a leading direct response radio and television advertising agency has not only created what they call the ROI VoiceStars 360 program – they’ve gone out and enlisted some of the biggest radio personalities and networks in the industry. Here’s what you need to know about Dr. Cynaumon and ROI Media Direct’s new program:

FACT: Advertising messages that use celebrities (radio hosts, actors, musicians or athletes) can hugely augment credibility, increase sales, and shorten your sales cycle.

FACT: If your advertising features an endorsing host, DJ, celebrity, or athlete and you are not using the ROI 360º model on your website, chances are you are wasting over 50% of your ad dollars.

“Here’s how to capitalize on this emerging sociology,” Cynaumon added. “Switch your media buying over to ROI Media Direct. Not only will we create your advertising copy (at no cost), but we’ll will work with your celebrity or radio host or DJ, or we’ll help you find the right, affordable celebrity endorser. Next, we’ll fully leverage every possible benefit of that endorser through strategic positioning throughout the entire sales cycle. Here’s how we do it.

“First, ROI 360º provides consumer continuity through a creative and technology process allowing your celebrity to walk (virtually live) onto your website and greet your customer. Secondly, ROI 360º uses psychology and technology to analyze prominent buy vs. don’t buy decision points on your website. This allows us to reintroduce your celebrity at just the right moment to reenergize buying decisions. And thirdly, ROI 360º recognizes that a significant majority of visitors to your website have not yet made a decision to buy. To help close these leads, we analyze your consumer’s buying resistance and produce a strategic string of email follow-up messages. Each email is strategically timed and features your celebrity appearing virtually live with a message proven to increase closing ratios.”

To summarize our visit with Dr. Greg Cynaumon of ROI Media Direct, the ROI 360º program is an amazingly cost-efficient way to fully leverage celebrity, athlete and radio show host and DJ endorsers to your consumers. The ROI 360 is the first advertising model to link both on and offline endorsement marketing to maximize ROI. (www.ROImediaDirect.com)