It was the success story to top all success stories. The RAB hit a big-time home run bringing in two Lifelock executives who could not say enough great things about radio. The fact that they have a great product, they know how to use the frequency of radio, and they know how to tweak radio to make it work, certainly helps. But there’s no doubt about it, Lifelock is “all in” when it comes to radio and every manager in America needs to hear their story.
Six years ago, Lifelock started out using radio, primarily in the Talk format, then they branched out to music formats and focused on live endorsements. They now have 35 network hosts and 35 local hosts reading their spots. On stage during the Advertiser Breakfast with the Lifelock executives at the Radio Show, Thursday, were Premiere’s Bobby Bones and Hubbard’s Eric and Kathy. They spoke about the close working relationship they have with Lifelock to make sure their live reads sound authentic. Bones pointed out that if the listeners know he’s just in it for the money, just reading spots, not only will they not use the product he’s endorsing, he’ll lose the trust he’s built up with his audience. “It has to be authentic.” Eric added you have to weave it into the content, make it part of the show.
Lifelock VP for offline Media and Marketing Lina Calia said radio is a huge component of Lifelock’s media plan. “We use radio in every way, shape, and form. It’s a pretty impressive piece of our mix. And, we look at results on a granular level every day.” Through promo codes such as “Bones,” Lifelock knows immediately how each of the hosts is performing. If someone isn’t doing well, they don’t just pull out and say it didn’t work. They try to figure out why and what needs to be done to tweak the copy or the delivery to make it work. Because they know radio works.
For the most part, Lifelock provides the hosts with copy points and asks them to weave it in using their own personalities. However, they also have a robust engine to manage their advertising with radio. There’s one dedicated person that downloads and listens to all the live reads, from all the hosts, every day. They have a scorecard of green, yellow, and red. Green means they are 100% happy with the delivery. Yellow is someone they think they need to keep an eye on. Red is typically someone missing a disclaimer. Calia said the results are 85% green lights. “I’m actually so pleased at what we have. It sounds so good.” Lifelock Radio Consultant Kathryn Kercher said radio is the best way to reach a lot of people, “and we need heft.”