ROI Media Direct Surprises Some Observers by Sharing Unique Psychological Marketing Technique on Website

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ROI Media Direct, a leading direct response radio and television advertising agency, surprised some industry observers by opening its “creative books” and sharing a highly successful and specialized style of advertising that has helped the agency flourish despite bumpy economic times.

ROI Media Direct, a leading direct response radio and television advertising agency, surprised some industry observers by opening its “creative books” and sharing a highly successful and specialized style of advertising that has helped the agency flourish despite bumpy economic times.

“We’ve developed a unique formula for radio and TV copy writing called Adcology that consistently tops industry standards on behalf of our clients,” said Dr. Greg Cynaumon, Ph.D., and partner at ROI Media Direct. “Adcology is really a marketing hybrid blending psychology with advertising – in just the right proportions – to slice through the media clutter and deliver superior, measurable campaign results.”

Cynaumon says that Adcology is an antidote to too much of the same type of messaging. “Consumers are so over-exposed to online and offline advertising that they have become desensitized to common uses of psychology in advertising. To counter this resistance, we’re using Adcology as not only the best way to launch a new product or service, but the best way to resuscitate tired campaigns as well.”

According to Cynaumon, a doctor of psychology who developed Adcology after years of radio and TV script writing for Hooked on Phonics and The Phonics Game, as well as having his own Christian radio talk show, it’s an approach that taps into common, everyday “shared experiences” to motivate the largest number of people possible to take action.

“For example, let’s say you sell identity theft protection. Old school marketing would use countless crime stats and play off consumer fears,” said Cynaumon, who has also authored a number of self-help books. “That approach may work for some early responders, but the campaign will eventually stall. By far the biggest block of consumers are those people who will probably never order through conventional branding and marketing methods – such as cute or comical spots. Those are the folks we’re bringing to the table with the Adcology direct response model.”

Cynaumon points out that instead of bombarding listeners with fear messages, Adcology encourages consumers to draw their own conclusions, which he believes is far more motivating. “For example, we would simply draw the consumer’s attention to shared experiences in life that lead to heightened risk of being the victim of identity theft. The message is not to change everything that you are doing or you’re going to be a victim, but take necessary precautions.”

To illustrate his point, Cynaumon – through specialized radio advertising scripting – might ask the consumer if he or she enjoys social networking (Twitter, Facebook and MySpace) or file sharing of music, and points out that these practices could provide an access point into their computer where passwords and personal and financial information is stored.

“We might ask if she’s ever left her purse in her car, or if he’s ever lost his wallet We’ll ask if they are aware of all the places where their personal and financial information is kept such as their doctor’s office, their child’s school or a restaurant,” he says. “Simply put, these are shared experiences that are nearly universal to all consumers. Adcology doesn’t scare you and tell you to stop living life. It simply tells you how to be happier, wiser and safer.”

According to Cynaumon, ROI’s Adcology approach has brought campaigns to life after other agencies have declared them dead, along with drastically shortening the testing cycle. “It’s also allowed us to retain top-tier clients, such as LifeLock, Regus and Blinds.com, since Adcology not only works, but saves our clients tens of thousands in wasted media spending too.”

When asked why ROI Media Direct has chosen to share the Adcology approach with potential competitors at http://www.roimediadirect.com, Cynaumon said, “It’s taken us years to refine the technique, testing and tracking processes to make Adcology work. It isn’t something that can be executed correctly in a month… or even a year, so it’s not like we’re giving away our competitive advantage – just explaining the theory behind it for people interested in marketing.”

For more information about Adcology or the use of shared experiences to infuse flagging marketing campaigns or introduce new products, visit http://www.roimediadirect.com.

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Alex De La Torre
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