Posts Tagged ‘ron perlstein infoworx’

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DRTV Media blog regularly, than you know that PAY PER CALL TV AND RADIO is the new, more effective replacement for outdated pay per click strategies.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-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.

Ron Perlstein’s Infomercial Update

March 19, 2011

I, Ronald Perlstein, love the wacky, wonderful world of infomercials and direct response TV!!  For nearly 20 years, I have enjoyed every minute, every production, every media buy and every client.  And when we achieve hit status – WOW!

But how is 2011 shaping up?  Direct response media rates are firming up, and InfoWorx Direct has continued to innovate.  Now, InfoWorx Direct can offer research for all 210 DMA’s in the USA.  What can we discover? 

Which markets have the demographics you seek by age, sex or income?

How has the ethnic landscape changed since 2010?

What market is the best for families with children, early adopters, or over 200 lifestyle indexes?

We have the latest demographics on age, sex, household income, psychographics, lifestyle indexes and more.  Pick any market and InfoWorx Direct can place your media buys.  We offer all 44 local Comcast cable markets and all Cox Cable markets for local cable buys at the lowest rates and best service. 

In 2011, you must have the latest data to be successful with “The Science of Direct Response”.

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.

TV Infomercial Cost and Obama

November 23, 2008

When Obama ran his infomercials across the networks the week before the election, McCain and their surrogates repeatedly used the word infomercial with a scornful tone.  That was because they knew that the long form half hour infomercial would work to convert more television infomercial viewers into Obama voters.

There is much power in the thiry minute infomercial, and the smart, savvy Obama infomercial marketing experts knew how to exploit media and the format. You can, too.

After many years in the direct response business, many successes in both long form and short form….I can tell you that the half hour is the most cost efficient sales conversion tool in for a nationwide launch of a product or service.

Infomercials Were Then Infomarketing Is Now

July 6, 2008

In 1992,I launched Concept Media (later renamed InfoWorx) to focus on the most measurable form of advertising, direct response television. In its 16 years of business, my direct response and infomercial marketing company has achieved international success. InfoWorx’ Turnkey DRTV  approach has led to marked success for both established companies breaking into the direct response arena and newcomers looking to build initial brand awareness via DRTV. We changed the name from Concept Media to Infoworx in the summer of 2002 to reflect the company’s evolving turnkey infomarketing business philosophy. Infoworx is the only company that markets products from script to sales in a cost effective manner that gives the client total control of their product and the profits. We believe that DRTV success depends on much more than producing an infomercial: it’s all about securing the largest market share in the shortest amount of time, putting the least amount of money at risk…thus the evolution from infomercial production to infomarketing.