Posts Tagged ‘InfoWorx Direct’

Pay Per Call Advertising – Best Practices Part 2

August 19, 2014

Pay Per Call Advertising, Pay Per Call TV Advertising and Pay Per Call Radio. Advertising works better in the 21st century than in the late 90’s because of the widespread use of mobile phones and new telephone technology. Now a radio listener can punch in the toll free number while driving and talk or perhaps call later with the toll free number stored in the telephone memory. A 2014 TV viewer has their mobile phone in their grasp at all times ready to be sold on your services or call for a needed financial service. There is nothing like #PAYPERCALL advertising to generate live qualified leads for your offer, service or product.

In this installment of Pay Per Call Advertising – Best Practices, I want to address lead definition, lead cost, and the ultimate metric for the marketer – CPA or Cost Per Acquisition.

Lead Definition: Call duration is the best method to maintain lead quality. TV leads @PAYPERCALLTV are usually the highest quality followed by Radio leads. A call definition of :30 seconds should be enough to determine if you have a qualified caller. At our agency our two top offers use a :30 second buffer 24/7 and a :60 second buffer 24/7. The longer the buffer, the higher qualified the lead and the higher the cost.

Lead Cost: You get what you pay for. Low cost usually means low quality. Another agency we know who sells only social media leads bragged about the low cost of their leads. We know from the end marketer that those leads are some of the lowest quality. In many cases the callers have not been screened through an IVR which means that many of the calls are “butt dials” or not qualified in any way. A TV or Radio exclusive lead is the highest quality lead. One of our best clients uses a :30 second buffer and another client uses a :60 second buffer. The :60 second calls are worth more than double.

Cost Per Acquisition (CPA): CPA is the bottom line. What did you pay for the lead and how many converted to a customer or client? What was the cost of the conversion? What resources had to go into closing the deal? You must crunch the numbers to determine the best leads with the highest conversions and the highest revenue per customer.

Thanks to all of my readers. I love the Direct Response TV and Radio business and enjoy sharing my 22 years of experience in Direct Marketing, DRTV and DR Radio

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Pay Per Call TV-Radio Advertising

July 29, 2014

Pay Per Call TV and Radio advertising is the most accountable, precise and trackable performance based methodology. At my agency, we have built out numerous clients with pay per call offers. These savvy marketers understand that a live telephone call from an exclusive, branded TV or Radio offer is the highest quality lead available.

Here are six tips for Pay Per Call TV and Radio campaigns:

1. Test your offer with cash buys to determine the highest profitable pay per call payout. The smartest marketers understand that the media outlets will make more airtime available if the payout is healthy.

2. Provide your DRTV and DR Radio agency top quality creative or have your agency make top quality creative. There is a lot of clutter, and your advertising must look good.

3.Provide :60 second; :30 second and even :15second spots to take advantage of all available inventory.

4. Use a :30 second to :60 second qualifying duration to filter prank calls and wrong numbers.

5. Train your call center agents to ask two qualifying questions, so that you do not pay for junk calls.

6. Make your offer available 24/7 – 365 days a year. Of course, your live agents will convert best, but a top DRTV Agency can help you with a good call center to take overflow, afterhours and holiday calls.

If your offer makes the telephone ring, you can roll out nationally on local TV, national TV, local radio and national radio and just pay for qualified calls.

Direct Response TV Update – Response Expo

June 9, 2012

Response Expo 2012 brought together the top Direct Response TV professionals, Infomercial Producers and TV Media giants all at one great trade conference. InfoWorx Direct has attended every one of these since they started 6 years ago. We sponsored the Inventor’s Pavilion and I moderated a blue ribbon panel of Direct Response and DR marketing geniuses. I want to thank my great friends John Yarrington, who runs the Response Expo and Jenny Lawlor, who works with Inventor’s full time.

We met with Comcast, MTV, DirecTV, Turner Broadcasting, ESPN, Bounce and others to solidify those all-important media relationships and, of course, attended lots of cocktail parties at the Hard Rock and the Hilton Bayfront. It was phenomenal to see some of my dearest friends and colleagues and competitors – I love the Direct Response industry!

Each year, I try to help inventor and product developers learn more about what it takes to sell a product on TV and roll it out. Last year, I gave a DRTV 101 presentation that covered the basics. This year, 2012, I wanted to put together a blue ribbon panel of DRTV superheroes and have each of them explain an aspect of Direct Response Television marketing. BJ Fazielli of BJ Global Direct explained cost of goods and overseas sourcing. Al Diem, of Hampton Direct, explained licensing deals and royalties, Doug Frankel, of Broadcast Communications Media, explained media metrics and testing philosophies and Manish Israni, of Telebrands, spoke about the Telebrands product evaluation process and how inventors should pitch their products effectively. I asked some tough questions of the panel because I promised the audience high level information that they could not get anywhere else.

Here are five trends and tips learned from Response Expo 2012:

1. TV still reaches a mass audience and can target specific niches in a way that no other medium does. For any type of full roll out – marketers need TV.

2. Media rates have remained fairly flat, but the economy seems to be doing a little better.

3. Great DR marketers are working on new tracking and metric models as TV drives consumers to traditional inbound telemarketing as well as web, mobile and home shopping. New methods are being developed to track the web sales generated by TV. Traditional MER metrics just calculated from telephone calls do not give the full picture.

4. Hispanic DRTV marketing requires a specialist and many Hispanic homes still speak Spanish at home to preserve the culture even though they speak good English.

5. Celebrities can help – but they must be right for the product and must love the product.

Please check out my DRTV Media blog here for the latest news, updates and trends in the wacky, wonderful world of Infomercials and Direct Response.

Ron Perlstein – International Home + Housewares Show 2012 Update

March 11, 2012

Ron Perlstein Infomercial ProducerInfomercials in 2012, especially short form infomercials or DRTV commercials are increasingly driven by the retail backend. Annually, I am invited to participate on a blue ribbon panel of DRTV experts and Infomercial gurus each year at The International Home + Housewares Show at McCormick Place in Chicago, IL. Our panel included Gary Sullivan, Scott Hynd, Jon LaClare, Jeff Frankel and myself – all very experienced at evaluating products and helping inventors and product developers evolve their products and pitches. Kevin Harrington of Shark Tank also appeared. This year, we saw about two dozen new products, many of which were viable, but only a few had all of the attributes necessary for As Seen on TV Success. Remember, for DRTV, we look for products that solve a problem, are new and innovative, have a 5 to 1 markup ratio, and can fit on the shelf space afforded in an As Seen on TV department.

The International Home + Housewares Show is the world’s largest homegoods event with 60000 professional attendees and 2000 exhibitors – from over 35 countries. This year the added plus was the weather which was Spring like here in normally windy, chilly Chicago.

We saw many innovative products, and my message to many of the inventors was that the offer is King, and you must develop a robust upsell stream to increase revenue from direct sales to make TV viable. Having a great product is not enough, if you expect to generate enough revenue to keep a direct response TV campaign going.

To learn more about the metrics involved with DRTV and the wacky, wonderful world of Infomercials, click here for a primer on allowable cost per order.

If you are interested in production costs, media planning and turnkey campaign management services click here.

 

2011 Housewares Show Inventor Pavillion

March 6, 2011

I’m here in Chicago at the Housewares Show. Each year myself and other top direct response experts help inventors evaluate their products. With me, will be a blue ribbon panel with friends from AllStar Marketing, QVC, and Thane Direct among others. It’s always a great time to see old friends and help the inventors understand the marketing of the wacky, wonderful world of infomercials. I always have a great time. Last year I bumped into legend Ron Popeil walking the floor seeking funding for a new project! There’s money to be made, and I wish all of the inventors much success. At InfoWorx Direct we have helped startups throughout our history, and we are always there for you.