Archive for the ‘direct response advertising’ Category

Lead Generation – Understanding Direct Response Advertising

Tuesday, July 14th, 2009

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

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Finally Defining the Difference Between Qualified Transfers and Warm Transfers.

Monday, June 15th, 2009

We have hundreds of conversations a month with various clients and potential clients regarding lead generation services of all sorts and it has become apparent that we have a failure to communicate.  So we wanted to take a few moments to define the differences in a few key terms ; pre-qualified transferred leads VS. warm/hot transfers.

In our world the terms are the same, but in the general market they are very different.  A pre-qualified transferred lead is one in which the consumer meets all the qualifications for the product/service offered, the call is transferred so that all three parties are on the line, the caller reconfirms 1 – 3 main questions, the call center then exits the call leaving the consumer and the end user, that is a true hot transfer. We have pre-qualified the consumer so that when the closer is on the line they can do what they do best which is CLOSE, resulting in a higher conversion rate to you the client. This process is literally a step shy of us actually closing the deal on behalf of our clients.  A hot transfer in the general market seems to mean that a live person is on the phone and they are interested in the product/service offered and are then blind transferred. (this means the call center simply forwards the call, forgoing any three way conversation)

This difference in terminology means we end up talking about two entirely different scenarios with new clients, as they explain to us why a hot transfer program doesn’t work and we are left scratching our heads.

As with any new client we will always ask:

How much does it cost you to get an order for your product/service?

To arrive at this number you should ask yourself:

How many qualified conversations does it takes to get an order?
How many leads does it take to get a qualified conversation?

Once you understand the above, your marketing will make sense. It is then up to you to work with your vendors to obtain as many qualified conversations as possible at a cost that maintains or exceeds your return on investment goals.

Feel free to contact us regarding our custom marketing programs.

www.directresponsepros.com

Direct Response Pros, Inc.
3053 W Craig Rd Ste. E #101
North Las Vegas, NV 89032

E-mail: directresponsepros@gmail.com
Accounting: accounting @directresponsepros.com
Tracking: tracking@directresponsepros.com

Toll Free: 1-800-947-1142
Phone: 702-987-4659
Fax: 702-947-6597

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Building A Direct Response Advertising Campaign

Friday, January 23rd, 2009

Recommended Advertising Strategies

Inbound Call Campaigns

Radio

Paid radio media is the first recommended advertising channel because it will give the fastest result. Results will be modified and stratified to maximize conversion rates.

Radio campaign will need:

· Creative script

· Production of the creative (approximate cost $1500 & up)

· Market placement of the creative

· Feedback to adjust the placement of the creative (On going weekly feedback)

Radio advertising includes real time online reporting for unique 800#’s that allows for weekly optimization in order to maximize the best performing outlets.

Television

Paid television media is the second recommended outlet because it has a higher production cost and takes longer than radio to air. TV advertising is a high impact medium that visually extends your brand and instills credibility. Initial results will be modified and stratified to maximize conversion rates.

TV campaign will need:

· Creative script

· Production of the creative (Cost $3500 and up)

· Market placement of the creative

· Feedback to adjust the placement of the creative

Once the best possible market saturation has been achieved the next step would be a Print campaign.

Print/Direct Mail Campaign

Paid print media is the third recommended outlet because it has a higher cost to enter the market, lower call volume potential and the results take longer to measure. Results will be modified and stratified to maximum conversion rates.

Print/Direct Mail campaign will need:

· Creative script

· Production of the creative (Cost of Print Ad $1500 and up)

· Market placement of the creative (Cost of Direct Mail Campaign $5000 and up)

Feedback to adjust the placement of the creative

Typically this form of media generates a better quality call because the information is fully laid out to the consumer in writing.

Outbound Calling Campaign

Internet

An exclusive Internet lead generation campaign is recommended to augment your inbound calling campaigns. Exclusive Internet leads allow you to reach consumers who have acted on your unique offer. Due to their lower cost these leads will help you drive down your overall cost per conversion and maximize labor.

Internet campaign will need:

· The development of creative banner ads and landing pages

· Geographic and demographic targeting through multiple channels

· Outbound call scripting

· Lead management

SEO (Search Engine Optimization)

We recommend an ongoing SEO campaign that will increase your web presence, rank your website in top search engines (Google, Yahoo, MSN) and reduce or eliminate the need for PPC (Pay Per Click) advertising.

Reputation Management

You should be prepared to manage your reputation to protect your media investment, leverage your brand, take advantage of positive press and push back any negative consumer issues. The cost of this type of management is nominal compared to the potential damaging consequences.

Overall Marketing Goal

The objective, over time, is to maximize the media in the most cost effective manner. All media has diminishing returns. At some point you will have saturated a core demographic and will be forced to reach into other demographics that show a lesser return on investment. How far you must reach into these diminishing return demographics is the most critical aspect of managing a cost effective sales program.

www.directresponsepros.com

Direct Response Pros, Inc.
3053 W Craig Rd Ste. E #101
North Las Vegas, NV 89032

E-mail: directresponsepros@gmail.com
Accounting: accounting @directresponsepros.com
Tracking: tracking@directresponsepros.com

Toll Free: 1-800-947-1142
Phone: 702-987-4659
Fax: 702-947-6597


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Posted in call centers, cost per call, direct marketing, direct response advertising, direct response marketing, Internet marketing, loan modification leads, loss mitigation leads, marketing strategies, online lead generation, pay for performance, per inquiry advertising, radio advertising, radio leads, tax liens, telemarketing | No Comments »