Finally Defining the Difference Between Qualified Transfers and Warm Transfers.

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

Building A Direct Response Advertising Campaign

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