Fred Catona: “Radio-Active-Marketing: The Secret Weapon in Direct Response Media”
Radio advertising tends to get lost in the triumverate of TV, online and direct mail. But, Fred Catona has specialized in radio for many years…starting with the Priceline.com (in the days when almost no one even knew what “dot com” meant”).
He talks of Priceline, which was one of his early successes, as well as “FreeCreditReport.com”, which started as a colossal flop until he made one minor tweak which turned it into an overnight success.
I know that “minor tweak” is an overused and abused term in marketing, but this was really a minor tweak that turned a loser into a multi-million dollar winner…and it is a concept that anyone can use to improve his results.
Most of the concepts discussed here can be readily translated into any medium…
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