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)
