Radio, TV, Print, Direct Mail Direct Marketing Strategies & Expectations
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 $500 & up)
· Market placement of the creative
· Feedback to adjust the placement of the creative (On going weekly feedback)
10 qualified conversations typically convert to 2 paid actions. These 10 conversations are the result of 20 calls in which 50% will not be qualified.
Because most leads are a 2 or 3 legged sale, many leads will be in various stages of the sale at any one time.
Once the best possible market saturation has been achieved the next recommended step would be a television campaign.
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.
10 qualified conversations typically convert to 4 paid actions. These 10 conversations are the result of 15 calls in which 30% will not be qualified.
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
10 qualified conversations typically convert to 2 paid actions.
These 10 conversations are the result of 20 calls in which 50% will not be qualified.
These 20 calls are the result of 100 leads being called through for the first time.
The remaining unreachable leads are now in reserve to be called through. Many of theses are a 2 or 3 legged sale, which means many leads will be in various stages of the sales process.
Over a 10 day period of calling through leads during different hours of the day you should reach a 50% contact rate of the original 100 leads. Typically you will never reach the remaining 50% balance of leads, for various reasons, these leads are considered breakage.
Final results should show:
100 leads were purchased, 50 pitches were made, 5 paid actions have occurred
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), utilize social media, test online display advertising and optimize your 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.
