Cash Buys, Per Inquiry and Hybrid Advertising – What’s the Difference and Why Does it Matter?
July 13th, 2009 Filed under: Uncategorized — Advertising Author
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 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.
Thomas Coolidge has been helping direct response advertisers reduce their lead costs, increase sales and streamline their operations for over 7 years. Contact him today for a free no obligation consultation @ 800-947-1142, http://www.directresponsepros.com Email – Thomas@DirectResponsePros.com
