Posts Tagged ‘per inquiry advertising’

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.

PAY PER CALL TV – PER INQUIRY UPDATE

June 8, 2013
For all of you that follow Ron Perlstein’s DRTV Media blog regularly, than you know that PAY PER CALL TV AND RADIO is the new, more effective replacement for outdated pay per click strategies. The level of customer engagement is very important and many marketers have learned that a telephone call with a live agent leads to more conversions than a lead form that generates newsletter subscriptions.

At our agency, we are delivery more leads, more efficiently than ever. We are specialists in remnant media buying for our clients and we have developed roll out models to minimize risk for the client and maintain their predetermined cost per lead and conversion.

As more marketers turn to pay per call strategies, more categories are working. Here are 7 top categories that all work with Pay Per Call TV and Radio.

– Legal
– Health Care
– Home Remodeling
– Senior Care
– Dietary Supplements
– Tax Relief
– Business Opportunities

Back in the 20th century marketers were always looking for a sale. But now we all know that customer engagement at the broadcast level is the genesis of an integrated strategy that must include digital including social, retail (for hard goods) and print (whether conventional or digital).

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.