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

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