Marketing for leads via radio advertising

[Rob Brewer]

Does anyone use radio advertising to market for leads? Are there legal issues with this?

[Dev Horn]

For our business called 1-800-CashOffer, I placed both TV and radio advertising in about a dozen markets throughout the U.S. With radio, we always did drive-time and would have the local radio personalities record the spots (we'd "sponsor the news", weather, traffic report, etc.).

I'd have to say our results with RADIO were not that great. It worked better in markets within demos that were also seeing TV spots. But all that adds up to EXPENSIVE. TV was "OK" results (above break-even) and radio was below break-even.

Our clients never committed to long-term radio placements - but I suspect Micheal is right about that being the way to do it (morning, 13 weeks minimum). Aaron probably saw better results than us because he stuck with it longer.

Now, given $5K to spend today on with broadcast radio or targeted direct mail, I'm putting that $ on direct mail.