Posts Tagged ‘infoworx’

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

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.

Ron Perlstein-DRTV Short Form TV Lead Generation

December 1, 2012

Direct Response TV can make the telephone ring and many campaigns can be driven by Per Inquiry TV or Pay for Performance marketing. Nowadays all the buzz is about integrated campaigns. That means that you need a TV campaign, a print campaign, a pay per click campaign, an email marketing campaign, a social media campaign, a radio campaign, and a direct mail campaign. Even our deep pocketed clients like Wamsutta, Rubbermaid and Emerson don’t start like that!

Today, I want to talk about TV Lead Generation and especially leads that are driven by live calls. In the old days, calls from toll free numbers drove the TV Infomercial industry. In the early 1990’s, marketers started putting up URL’s and micro sites for online sales. As these online sales grew, DRTV driven integrated campaigns were born. Micro landing pages, newsletters, updates and email marketing all followed as “components” of an integrated campaign. How can a marketer afford all of that?

Now it’s 2012 and the fragmentation of media is greater than ever. But I want to tell you that TV still works, and it can work as a standalone campaign. However, to gain the accountability that we need to track media, using only a toll free number can have a great impact on your media costs, tracking, and customer acquisition. We seeing this trend back to toll free only gain steam, even on expensive long form infomercial products.

Many categories can use inexpensive short form DRTV with stock footage to drive live calls or leads. We currently have several clients using :30 second and :60 second spots with a toll free number only. For one client we drive calls through our Advanced IVR Tracking system to their in house call center. They pay only for 60 second calls. Another client uses a 2 step system in which we gather a name, address, and telephone to send sales materials and have a consultant follow up. Sounds old fashioned, I know – but the results and conversions are high.

Here are just a few of the many categories that work well with lead generating short form DRTV:
– Foreclosure defense
– Debt management
– Insurance
– Legal
– Seniors
– Education
– Diabetic and medical supplies
– Social Security Disability
– Invention marketing
– Tax resolution
Think about it. A web search allows all of your competitors to buy your brand and key words and the customer is directed to anything but your offer. With classic direct response lead generation, your customer is more exclusive, focused and interested in your offer.

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.

Infomercial Cost Per Order

May 29, 2010

For over 18 years, I have been coaching, consulting and assisting my clients with every aspect of their infomercial projects.  Direct response selling is a science.  This means that in order to achieve infomercial success you must understand the concept of an allowable or cost per order. 

To scientifically optimize product sales, you must test different offers, different premiums, and different messaging.  One of the biggest mistakes newbies make over and over is to simply test one offer with one premium instead of multiple tests.  Edison tested over 6000 different filament materials while inventing the light bulb.  The most successful infomercial offfers are tested over and over before a roll out.  So, do the math, be patient, and test, test, test!

DRTV Equals Cost Per Aquisition

April 25, 2010

Back in the day, it was easier to succeed with Direct Response television. Nationwide cable media costs were much lower, general advertisers did not use Direct Response TV as a branding medium, and there was much less competition for direct sales to the consumer on television. Now, AS SEEN ON TV SUCCESS  requires a compelling media strategy, a bull dog of a media buyer, and infomercial television production that captures the audience’s attention.

But one thing that will never change is that DRTV and infomercials work based on the concept of a pre determined cost per acquisition. It is the concept of an advertising allowable or media cost per order. Great media buyers buy nationwide airtime to a media cost allowable, and know if an offer is working from the first direct response media tests. Customer acquisition costs and great DRTV media buying go hand in hand.

TV Infomercial Budgets

October 26, 2009

What is the cost of an infomercial? How much does it cost for TV infomercial production? Are long form infomercials more expensive than short form infomercials? These questions — and others about the cost of TV infomercial media and airtime come into our offices every day. This blog is for you — to answer your questions and help you understand the wacky, wonderful world of TV infomercials — our world!

Let’s start with question number one: What is the cost of an infomercial? First of all, as you may know, there are two basic formats: short form infomercials and long form infomercials. Short form is comprised of commercial lengths of two minutes or less. Long form is generally considered the thirty minute format (actually 28:30 minutes, but there is now some nationwide media distribution for five minute infomercials too. So what is the cost of an infomercial? TV infomercial budgets start with a TV production budget. This cost is a one time fixed cost, and it needs to amortized over the life of the project. Short form budgets can run anywhere from a few thousand dollars to more then $50,000.00 depending on the scope of the production. Long form infomercial costs also run in a wide range of budgets. Talk show formats cost about $20,000.00 and up, demonstration shows usually cost around $50,000.00 to $100.000.00. Again, think production values — or in movie language big action movie budgets verses low budget indie films.

The largest portion of a TV infomercial budget is the media budget. And you may be surprised to learn that long form infomercial media is cheaper than highly targeted CPM short form airtime. Check out our other blog for ongoing discussions about TV and radio media costs, clearance issues, and the latest trends. We recommend testing your offer on national and regional cable with test budgets of at least $5000.00 per week. Remember, repetition is very important in all forms of television advertising, so you must stay on the air to build momentum. Check back here frequently for more information on TV infomercial budgets.

Ron Perlstein’s Rules For DRTV Success

February 17, 2009

Direct Response Television success or DR Radio success does not always come that easy. I’ve developed seven easy rules after 17 years running InfoWorx, producing infomercials, and placing millions in media buys.

1. Make rational not emotional decisions.
DRTV offers immediate empirical information regarding your offer. Base your decisions on facts, not theories.

2. Be scientific, use the numbers.
But the numbers must be handled and interpreted by an expert who has the experience to understand what the numbers are telling you.

3. DRTV Success Test: Is the phone ringing?
You should know from day one if your program has life.

4. Frequency is the benefit of success, not the key to success.
A top direct response and infomercial agency can push out a successful offer for all of it’s value and prevent you from throwing good money after bad. Media tests are just that — tests to discover what works and what does not.

5. Your offer is King.
Great product, weak offer, no calls.

6. Use traditional Direct Response techniques.
Branding is a side effect of great direct response campaigns, not the other way around. A great DRTV and infomercial company will buy to your allowable cost per order and generate direct sales and leads. Brand awareness will result from DRTV success.

7. Infomercials and Direct Response TV are a science. Stay with your winners and cut your losers immediately.

At InfoWorx we use research to target your best customers, media buying power to get your offer in front of millions, and 17 years experience turning response into revenue.

Perlstein’s 10 Questions for Infomercial Success

January 17, 2009

Success in direct response TV and Radio infomercials often requires several rounds of media testing and tweaks or revisions to produce a successful TV or Radio Infomercial campaign.

The Direct Response Television Infomercial test results need to be drilled into and analyzed to determine the causes that contributed to the positive or negative results. Here are 10 questions about your infomercial you should address:
1. Does the product effectively fulfill a consumer need?
2. Was the price too high?
3. Was the offer compelling enough for people to call?
4. Was the media planning and research well targeted?
5. Was the media buying campaign optimized?
6. Was the call volume high enough?
7. Was the telemarketing conversion rate too low?
8. Was there adequate incremental revenue from up-sells?
9. Was the show effective at communicating the product benefits?
10. Can the marketer afford to make less money upfront by enhancing the back-end revenue?

Ronald Perlstein – TV Infomercial Producer

December 21, 2008

Of my blogs …..this is the most personal, but all of them can assist entrepreneurs understand TV infomercials, direct marketing, and how to get the most for their marketing buck.  So if you like learning about long form infomercials, how to make money with TV, or the cost of infomercial production my blogs can help.

I’ve produced more long form infomericals then I can count and the number of short form productions is beyond my memory, but I can tell you one thing….it’s not that easy to get a hit show or spot.  You need a an expert, someone who knows the right way to test a product and will tell you the best infomercial media strategy as well.

So when I said this was the most personal of my blogs, I meant that this is my blog where I can be more open, looser, and let my readers know that I care….I want your products to succeed!!!  TV Infomercials is still probably the easiest and cheapest method to launch a product nationwide in this great country.  It’s all about the numbers….the ROI. TV Infomercials still have more reach and better conversions then the Internet, although we use the Internet for more then a third of our sales. And now we can show you how to webcast your infomercial globally for a fraction of broadcast costs….although it is not as simple as it sounds.

Remember, there is much power in the half hour. Long form infomercials can convert more viewers into customers faster then any other marketing method.  It’s a TV show, and people, if they are interested in your information will stop and listen….for about 9 seconds. That’s it….you have 9 seconds to grab them and keep them watching.   At InfoWorx, you can create a compelling, successful, profitable half hour infomercial for about $30,000.00.  We also know how to buy media at a fraction of the rates other media companies pay.  Stay tuned….