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

What’s in a Lead? Premium Vs. Source Leads

What’s in a Lead? Premium Vs. Source Leads

How are leads created?

Leads are created in any number of ways, including PPC (pay per click), organic search (SEO), radio, TV, affiliate network, print, direct mail, telemarketing and/or display advertising.

Which leads are the most effective?

You should really first ask yourself what is my goal in acquiring new leads, how many sales per day do I need, what is the cost per sale I need to obtain, what is the cost per sale in relation to my labor and overhead costs, how much commission do I need to payout to attract the best talent and there are a number of other variables that will be particular to your industry. How much money do I have to float before I’m in the black, what’s the lifetime value of a customer, are you selling a residual based program, are you selling a one-off, do you have the ability to up sell new and existing clients. It is imperative that you have some sense of the above in order to figure out want you need to get out of a lead.

What is a Quality lead?

Our standard definition of a quality lead is when a consumer fills out a lead form with their correct information and who is interested in the product or service offered.

There are many companies generating quality leads where consumers have shown interest or intent in the product or service offered. The next assessment of quality is measured by:

Contact rate – How many people did I talk to that were interested in my product/service from the batch of new leads.

Bad/Numbers Disconnects – How many numbers were not working, disconnected or when called you reached the wrong contact person.

Unworkable Leads – How many leads were contacted but lost interest, are no longer interested or purchased a competitors service.

Sales – How many sales were made from the leads and what was the average revenue per sale.

Using this basic data you will be able to derive metrics that will support a quality ranking from your various lead sources which will help you determine which leads measure up to your quality standards. Once a baseline is constructed it will be easy to add new sources and delete underperforming ones.

What is a lead that comes from the source?

A source lead is one that’s generated by a company where the consumer fills out a lead form that is hosted on an ad server and/or is generated from traffic redirected to your own landing page. The traffic can come from affiliate networks, display advertising, e-mail advertising, search engine advertising or could be a live inbound call to your call center that is a direct result of radio/TV/print/mobile or Internet advertising.

Typically a lead that comes from the source is going to be your cheapest lead. These leads are unfiltered and are as-is which is why the cost of the lead is lower then that of a premium lead.

What is a premium lead?

A premium lead is one that originated at the source but has undergone some type of quality control to remove disconnected/bad numbers and consumers that show no interest in the product or service. This type of lead will cost you more money because someone else’s labor was used to remove unworkable leads. The end result is you spend less labor and time filtering out your leads. A premium lead is great for organizations that have not met their lead threshold and for organizations that are running hybrid campaigns it helps increase labor efficiencies.

What Next?

Each lead type is always dependent on the company’s goals. In many cases a cheaper lead makes sense because even after you use your labor for filtering you still end up with a lower cost per lead, cost per contact and overall lower cost per sale.

We suggest that you contact us to discuss how we can help you execute your goals.

About Us

Direct Response Pros, Inc is a full service media-consulting and marketing firm with an emphasis on cost effective results driven direct marketing services and direct response advertising. We use our vast network of TV, radio, print, pod cast, Internet and mobile broadcast  resources to create lead generation programs in order to deliver maximum ROI to you. Whether you already have an existing direct response advertising campaign or you are looking for new media outlets to lower your cost per lead/order/acquisition Direct Response Pros, Inc. has a solution.

In today’s market place you need to realize the full value of your marketing budget. Direct Response Pros, Inc can help by creating a fully integrated performance based campaign utilizing radio, TV, pod casting, mobile and Internet to help balance out your advertising budget. Pay for performance advertising is a cost effective way to secure low lead/order/acquisition rates and to test new advertising channels.  Direct Response Pros, Inc. takes it one step further by helping you maximize your call center efficiencies and minimizing losses occurred through poor lead management.  Contact us today to find out why Presidential candidates and small companies alike have utilized our direct marketing services. Call us today 1-800-947-1142.

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

Obstacles and Issues that arise from Internet Based Lead Generation Programs

Setting Client Expectations

What is an inbound and outbound lead and what should you expect of each? It’s important to note that if you are a company used to dealing with live inbound calls generated from print, radio, TV, Internet or mobile advertising, it will take time energy and money to create an effective outbound calling campaign from your in-house agents. If you believe a small lead test will determine the effectiveness of a campaign you will be disappointed. It is extremely difficult to change the mindset of a sales person used to taking hot inbound calls. You will quickly find that leads will only be called once and regardless of their quality the sales people will consider them “bad leads”. It is for this reason alone that it is recommended to have a separate department/division that only handles outbound calling.

What is a good lead?

Our belief is based on consumer intent. At the time that the consumer filled out the form the question is were they interested in the product/service you are offering. If the answer is yes then that’s a good lead. Other qualities of a lead are contact rate and ultimately conversion rate.

Inbound leads

The nature of the beast – Inbound calls are the most attractive for any telephone sales agent because the client is ready to talk. Callers took the time to make the call based on heightened interest in the product or serviced advertised. Anytime the customer is coming forward it makes it much easier to get over the natural rebuttal issues like creditability and product awareness. The conversion rate is high but the recession rate may be just as high. These leads are based on a compelling hot offer but have almost zero shelf life. These leads are more emotion and impulse driven, making time of the essence. Staffing will be critical for this type of program because call volume can unexpectedly peak on a by hour basis. The response of the offer must be carefully monitored. You are buying a telephone call and if that call is not answered the ability to call the lead back is drastically diminished in a very short time. This type of lead can be cost prohibitive for many businesses. But if you can handle high volume and have the staff to jump on that single call and ready to convert, this type of lead may be for you.

Outbound leads

The nature of the beast – Outbound calling is a relentless attempt to contact leads that have expressed interest in your service or product. These leads must be managed and called through many times until there is a decision on each one to its best possible conclusion. These types of leads typically have a very long shelf life because there was a concentrated effort to fill out a lead form and acknowledge that they wish to be contacted. But remember that when contacting these leads you are catching them in life and they may not have the time to talk at that exact moment, but that does not mean they are not interested in your offer.

We know you will typically contact about 17% – 35% of the people on the first call through and as high as 45% – 55% of the leads after at least 10 calls each spread out over different times and days. Close rates will always vary from client to client.

We also know that you will probably never contact 45% – 50% of your leads. That’s right you will on average only contact half of your leads. This means your cost per contact will be double the lead cost. Based on these numbers alone you should be able to figure out your metrics for success even before you begin campaign.

Who’s Successful

Running anywhere between 350 – 450 campaigns a month on a consistent basis we know clients are getting a positive return on investment and you can too. Here’s the profile of successful companies:

Call Center: Outbound only call center separate then inbound operators/agents/sales people

It will be necessary to tweak opening scripts and encourage your salespeople to report back any persistent obstacles or rebuttals they are facing. Take this data back to your lead supplier so that they can see if it’s possible to generate a better lead, by addressing the obstacle on the lead form.

Lead Volume: 300 – 5000 or more leads a day, bigger is better, clients report back that it gives them a bigger pool to pick from, often meeting or exceeding their ROI goals.

Communication: Clients effectively communicate their issues with the leads allowing us to add qualifying questions, check boxes or alter creative or lead fields. Also clients get back to us ASAP. It doesn’t take longer then a day or two to determine the main obstacles in closing an Internet lead.

Lead Management: Companies that are successful with our leads have excellent CRM or lead management software.  They also call leads till they are absolutely dead.

Scripting: It’s important to understand that consumers filling out forms on the Internet are shoppers and need to be addressed accordingly. The first 10 seconds on the phone with a lead are the most important.

Contact www.DirectResposnePros.com –

Toll Free:  1-800-947-1142
Local:  1-702-987-4659
Fax:   1-702-947-6597 

Sales Inquiries – Thomas@directresponsepros.com
Billing Inquiries – Accouting@directresponsepros.com
Lead Tracking –   Tracking@directreponsepros.com

Loan Modification Inbound Calls from Radio – TV Advertising

Due to market conditions the price per call for loan modificatin leads are varying week to week.   We recommend cash buys in order to get in the game.

Current Cost per unique call: $32

Required: Call center 24/7

Tracking: We provide real time online tracking for all inbound calls.  Calls are recorded.

We can start ASAP.  We can drive 300 calls per day or more.

Contact Us

E-mail: directresponsepros@gmail.com

www.directresponsepros.com

Toll Free: 1-800-947-1142
Phone: 702-987-4659
Fax: 702-947-6597

Per Inquiry Radio Advertising – Debt Settlement/Negotiation Leads

Debt Settlement/Negotiation Leads

We are happy to announce we are now generating debt settlement/negotiations leads in all 50 states for consumers that have 10,000 or more in debt. These are real time inbound phone calls delivered to your call center 24/7.

Cost Per Call – varies based on current market conditions

Call Definition – Any unique call delivered

Contact Us 

 E-mail: directresponsepros@gmail.com

www.directresponsepros.com 

Toll Free: 1-800-947-1142
Phone: 702-987-4659
Fax: 702-947-6597