What Pay-Per-Lead Radio Advertising Can and Cannot Do
Target + Response pay per lead programs make radio advertising cost
effective for direct marketers. Understand the benefits and limitations
of what pay per lead radio advertising can — and cannot
— do:
It Can:
- Make radio advertising cost effective for generating
sales leads
Few direct marketers have been able to make radio advertising cost effective
through traditional negotiated buys. However, Target + Response can
reach your target audience for as little as 20%
of the radio advertising costs paid by major advertisers.
- Drive inquiries at a fixed advertising cost per
lead
Regardless of the number of spots that air, you only pay
per lead for the inquiries generated.
- Deliver more spots than the average cash schedule
Although the average radio advertiser buys between 12 and 18 spots per
station per week, Target + Response clients often receive pay per lead
schedules that are double or triple that amount.
- Provide unparalleled exposure at a fraction of the
cost
Our pay-per-lead programs deliver at least three to five
times more gross impressions and rating points than typical
radio schedules.
Our clients reach more radio markets than they could afford through
traditional radio buys.
- Produce higher quality leads than other mass media
sources
Responses from radio are not as impulsive as those from other direct
response media. Listeners must make a concerted effort to respond to
a radio commercial. Radio leads are therefore of high quality, with
above-average conversion rates.
- Provide incremental lead flow that is complementary
to other advertising efforts
Pay-per-lead radio advertising is like "the icing on the cake."
Pay Per Lead Radio Advertising Cannot:
- Coexist with traditional cash buys
Radio stations will not air pay per lead schedules and cash
schedules for the same product. Once a cash schedule relationship has
begun, stations will not return to a pay per lead program for that product.
- Generate the volume of leads that many other mass
media can provide
Pay per lead radio advertising generally represents between 5-15% of
a national marketer's total lead flow.
- Guarantee consistent schedules and lead flow
Available radio airtime fluctuates throughout the year. Certain seasons
are more beneficial for pay per lead radio advertising than others.
Results can never be guaranteed and can only be projected to a limited
extent.
- Be successful unless your radio media partners are
satisfied
Stations must perceive a sense of value with a pay-per-lead campaign
or they won't be interested in running it. They will participate more
freely and frequently if an attractive pay-per-lead fee is established.
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