The lead generation industry has undergone some serious changes in the past year. In order to better serve the end user we have come up with a list of common definitions, we feel are being misunderstood in the market place.
DRP’s Commonly Misunderstood Definitions for Radio/TV/Print Advertising:
Cost Per Call – Total media dollars spent divided by all unique calls generated within a given date range.
Cost Per Lead – usually a unique connected call lasting 60 second or longer
Unique Call – a non duplicated call within a given time period
Any Call – any call that hits a 800#
Pay Per Inquiry – when you pay a fixed price per call or lead
DRP’s Commonly Misunderstood Definitions for Internet Leads:
Exclusive Lead – A lead that is generated from an online form and is only sold once
Semi–Exclusive – A lead that is generated from an online form and sold multiple times
Simple Opt-In – Typically a lead that is generated within a co-registration path, the lead itself is not incentivized and the consumer must answer a simple yes/no question to become a valid lead. (Only consumers that answer yes become leads)
Form Lead – where a lead is generated from a landing page and the consumer fills out multiple fields then submit their information in order to get an email or a call back to find out more about a product or service.
Fields – First Name, Last Name, Address, City , State, Zip, home phone, best time to contact etc…
Landing Page – A page that consists of information, describing a product or service and allows a consumer to enter their contact information and answer questions in order to qualify to receive more information.
Questions you should know when dealing with your lead providers:
Is your advertising legally compliant? (especially for generic ads in the financial verticals)
Where are you advertising? (local, regional, national – what types of formats, news/talk, urban, top 40, ac, country, sports etc…)
When are the calls delivered? (can you deliver within my call center hours?)
How many can I get per day? (what are the true volume expectations and will they be consistent)
What is the cost per unique call?
If I were to pay for the media what results could I expect? (this is important to understand if you are paying on a per call basis for a product that is already out in the marketplace)
Remember it is very easy to obtain a low cost per call. If you were giving away $100 bills for $10 I am sure you would get a lot of calls, but it would probably be tough to sell your product or service. The most critical piece of any campaign is the commercial and the placement of that commercial. If you are not targeting your audience with the right message you are setting yourself up to fail.
For your free no obligation consultation call us today 1-800-947-1142.
www.directresponsepros.com
