by: Charles Kangethe
Here's a simple way to use "No Results, No Pay" radio advertising and build traffic for your website.
Step #1 - Understanding "PI" - Per Inquiry Advertising.
Radio has a unique advertising format known as "PI" or per inquiry advertising.
"PI's" main benefit is that your commercial is aired and you ONLY PAY for inquiries phoned into the station from listeners !
Inquiries are in the form of callers asking for more information.
The radio station counts each caller, and re-directs them to your web site address.
Step #2 - How To Start a "PI" Campaign.
Find a good directory of all commercial radio stations where you intend to advertise.
Some sample Internet resources :
http://www.mediauk.com - UK
http://www.web-radio.fm - USA
http://www.radiodirectory.com - International
Other online resources can be found by searching for keywords like "Radio Directories."
Alternatively, visit your library and in the references section ask for the Yearbook of Independent Local Radio Stations.
Note details such as :
* Ad manager's names,
* Telephone numbers,
* e-mail addresses
* Programming and schedules
Listener profiles:
* Age,
* Income,
* Sex,
* Location.
Step #3 - Decide on Strategy and "Wanted Response."
Before you contact the radio stations, be clear on strategy, goals and have your draft commercials in outline.
* Are you advertising a product offer at your website ?
Specify product details fully to avoid paying for "tyre kicker" inquiries.
* Is your "Wanted Response" to build an opt-in list ?
Decide how you will entice visitors to your web site. Will you offer FREEBIES, or a competition of some sort ?
* Are you advertising for market research purposes ?
Tell listeners how and why they should participate.
* Decide how much you are prepared to pay per inquiry.
Step #4 - Use Your Strategy To Build A "PI" Proposal
Two aims in this step :
* Make it as easy as possible for the station to schedule your commercial.
* Negotiate the lowest Per Inquiry cost during the best advertising time slots.
Keep in mind :
* Listener profiles you want to reach.
* Times you want your advert to go on air.
* Which commercial will best deliver your "Wanted Response".
Write to the ad manager by e-mail or normal mail. In your letter :
* Introduce yourself.
* Inform them this is a "PI" Per Inquiry advertising proposal.
* Inform them you of what you are trying to achieve, refer to your strategy.
* Detail your product or service prices and how much you are considering paying for each inquiry.
Sidebar
If your "Wanted Response" is not selling a product, you must pay for inquiries out of your "own pocket". Negotiate a keen cost per inquiry !!
* Explain how you will handle all the administration
For instance writing the commercial Outline, handling product fulfilment, dealing with refunds and product support questions.
Depending on your negotiation skills and size of Radio station you might be able to work a deal where you only pay for *Converted Inquiries*.
This is practically *FREE* advertising, because you only pay for referrals once a sale is made !
Step #5 - How To Deal With Radio Ad Managers
If you do not hear back within a few days, call the station.
Commercial radio is a busy environment. Be prepared to explain yourself and answer questions quickly and clearly.
Radio ad managers are always looking for advertisers. That is their job and advertising fees are the lifeblood of Commercial Radio.
However, "PI" is not the only money earner for stations, so be prepared for a polite but cool reception.
If this happens, pick another station and start the process again.
The rewards of a successful "PI" campaign will pay back your effort many times over.
Step #6 - The Commercial Ad
Write your commercial's outline to maximise your "Wanted Response."
Write the outlines for at least two 30 second, and two 60 second commercials.
Writing commercials for broadcasting is very different to writing ad copy for printed media. However, stations will help you by taking your outlines and turning them into finished commercials for a fee.
Alternatively, if your copy writing is good and you have time to tweak it for broadcasting, then do it yourself.
Listen to the station's ads, jingles, and catch phrases and pre-record your own following a similar model. Ask objective people to listen to your ad and give you critical feedback.
Sidebar
When recording for radio you may or may not want to use your own voice. Radio stations have "Voices" to record your commercial for a fee before it goes on air.
They also have royalty free music to include with your ad.
Make your commercials memorable, with clear contact information for listeners to follow up on.
When such ads go on air during relevant programming, you cangenerate considerable traffic.
In closing, "just do it" and learn more than I can show you in a brief article.
Radio is often overlooked by online advertisers, but it can bring good results depending on your "Wanted Response" and at a surprisingly low cost.
Ad Managers are tasked with maximising revenue for the broadcaster. They are flexible and as long as you demonstrate a financial benefit to the station, they will listen to your "PI" proposal actively.
This is good news for you because for minimal outlay and sometimes for free you can drive quality traffic to your site, product and services.
"PI" is the lowest cost form of broadcast advertising. Make this a new part of your overall advertising strategy.
Charles Kangethe of http://www.simplyeasier.com is a leading new wave Netpreneur and a published author from England. The "Simply Easier" brand name is your guarantee of high value, quality Marketing Products, Services and Resources
Charles Kangethe has been involved in direct response marketing since 1982. He now lives in Suffolk County and spends his time working on new Online Marketing campaigns, with particular focus on helping new netpreneurs at http://www.simplyeasier.com
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Sunday, February 22, 2009
Sunday, February 15, 2009
Big Advertising Mistake - Don't Do This and It Will Save You
Advertising plays an important role in your business (every business, actually!). But, there is one BIG mistake advertisers frequently do and this mistake could cost you a bundle!
What is it?
The fact that you don't analyze what type of advertising is working for you and which are not doing so well!
Analyzing the results of your advertising campaigns will help you determine where your money should go. If you skip this task, then you'd probably spending too much money on a lousy campaign! Of course you don't want that to happen do you?
I know that this task is very time consuming and boring, that's why most advertisers always neglect this one. The fact is, it becomes time consuming and boring if you don't create a system for that. This system should inform you the performance of all of your advertising campaigns.
This is what makes online advertising so great. Many online advertising services give you ad campaign reports on a regular basis. They inform you which ads are working and which ones are not. Although not every type of online advertisings have this feature, one of them who does is Pay Per Click (PPC) advertising.
But what if you advertise in ezines (lots of ezines) and ad classifieds? What if you put several banners and text links here and there? How to monitor their performances?
Well, in case you didn't know, there are some services in the internet which really could track your ads and make your job a lot easier. To learn more about this service, you can go to HyperTracker
Once you know exactly the performance of all of your ad campaigns, here are some steps that can save a lot of your advertising budget:
o Determine Your Target Market
Who would be interested in your products? What problems do your products solve? Believe me, reaching untargeted market would only hurt your advetising budget. Don't go for quantity, but go for quality! Many people love blasting ads to a huge community and ended up with no sales at all? Why? Because they are simply reaching the WRONG people.
o Set Up a Realistic Budget
How much money could you put aside for advertising? Remember, don't waste all of your advertising budget on a single campaign! You have to test what type of advertising that will work best for you.
o A Great Sales Copy
Make people want to click through your URL. Your target here is to make them click, not to sell! Let your site do the selling for you.
o Test Several Ads
Test several ads at the same time. Tweak your sales copy. You'll be amazed at how a little difference you add to an ad could result in a HUGE difference in the response. This part is a lot easier if you use the good old HyperTracker
o Analyze and Re-invest
Analyze your ads performance. Stick to the ones that give you best results. Now that you know what works and what doesn't, you could re-invest your advertising budget ONLY on the best type of advertising.
Read More..
What is it?
The fact that you don't analyze what type of advertising is working for you and which are not doing so well!
Analyzing the results of your advertising campaigns will help you determine where your money should go. If you skip this task, then you'd probably spending too much money on a lousy campaign! Of course you don't want that to happen do you?
I know that this task is very time consuming and boring, that's why most advertisers always neglect this one. The fact is, it becomes time consuming and boring if you don't create a system for that. This system should inform you the performance of all of your advertising campaigns.
This is what makes online advertising so great. Many online advertising services give you ad campaign reports on a regular basis. They inform you which ads are working and which ones are not. Although not every type of online advertisings have this feature, one of them who does is Pay Per Click (PPC) advertising.
But what if you advertise in ezines (lots of ezines) and ad classifieds? What if you put several banners and text links here and there? How to monitor their performances?
Well, in case you didn't know, there are some services in the internet which really could track your ads and make your job a lot easier. To learn more about this service, you can go to HyperTracker
Once you know exactly the performance of all of your ad campaigns, here are some steps that can save a lot of your advertising budget:
o Determine Your Target Market
Who would be interested in your products? What problems do your products solve? Believe me, reaching untargeted market would only hurt your advetising budget. Don't go for quantity, but go for quality! Many people love blasting ads to a huge community and ended up with no sales at all? Why? Because they are simply reaching the WRONG people.
o Set Up a Realistic Budget
How much money could you put aside for advertising? Remember, don't waste all of your advertising budget on a single campaign! You have to test what type of advertising that will work best for you.
o A Great Sales Copy
Make people want to click through your URL. Your target here is to make them click, not to sell! Let your site do the selling for you.
o Test Several Ads
Test several ads at the same time. Tweak your sales copy. You'll be amazed at how a little difference you add to an ad could result in a HUGE difference in the response. This part is a lot easier if you use the good old HyperTracker
o Analyze and Re-invest
Analyze your ads performance. Stick to the ones that give you best results. Now that you know what works and what doesn't, you could re-invest your advertising budget ONLY on the best type of advertising.
Read More..
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