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

Cash Buys, Per Inquiry and Hybrid Advertising – What’s the difference and why does it matter?

What is considered a cash buy, why would I want to do this with no guarantee and what kind of results can I expect?

Cash buys or paid media is when you define a budget, target a specific demographic and can target a specific city, state, region or reach a national audience for your direct response advertising campaigns. You can control your budget on a weekly basis, which will help you control your call center labor, create constant consistent inbound calls and allow you to work on your sales process and flow. You will also be able to optimize your campaign in order to gain the lowest cost per calls that lead to the highest lead quality. Typically after a careful analysis we are able to determine a cost per call range prior to executing a test campaign. Once a test campaign is implemented we can begin the optimization process by fine tuning creative and ad placement.

What is per inquiry advertising, how does it work and is it right for me?

Per inquiry advertising is where various radio, TV and/or print outlets are willing to air commercials during periods where there inventory has not been sold in return for a fixed payout based on a trackable action, typically a unique inbound call lasting greater then 30 seconds in length. Each call that meets this criteria creates a payable action for the both the outlet and end user. Per inquiry media can generate a substantial amount of inbound calls, guarantees you a fixed cost, is semi-targeted, hard to adjust on the fly and may not be dependable as your only source of inbound leads. Another important point is you may end up paying too much for per inquiry advertising if you do not have any metrics supported by your cash buys.

How can I benefit from a hybrid campaign?

At some point during your paid media campaign you will hit a saturation point, where each additional cost per call will go up, which in turn increases your cost per order/conversion. At this point you may need additional volume as your campaign becomes more successful and you desire to expand. You have perfected your sales process and now it makes sense to blend per inquiry advertising with your paid media.

To find out how Direct Response Pros, Inc. can help your direct response radio, TV or print program contact us:

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