Articles and Press Releases

Expanding DRTV Campaigns Into Per Inquiry Radio

By Bill Sullivan

In the March issue, I highlighted important new information about book marketing. The success of the campaign I discussed in that edition of “Channel Crossing – Radio” was based on a cost-per-lead–also referred to as “per inquiry”–basis. This article will introduce a highly profitable way for DRTV users to raise their customer base by up to 30 percent. Simply put, this is about expanding your DRTV campaign into per inquiry radio.

Most of my clients with quality products, well-crafted creative productions, appealing offers and highly effective telemarketing and fulfillment programs do very well with DRTV. But when they try to translate their successful TV approach into other media, they often run into unexpected problems.

This is especially true with the radio medium, which calls for different communication styles for different audiences, different selling offers and different continuity programs. Based on our 25 years of experience, the following are a few of the most crucial changes necessary in order to expand DRTV into successful per inquiry radio campaigns.

ADAPTATIONS FOR RADIO
First, the offer itself must change from a hard-sell direct-sales approach to a soft-sell or lead-generation approach. DRTV campaigns frequently promote special money-saving offers to spur customers to call in to obtain products at the special low price. But when conducting a per inquiry radio campaign, instead of talking price, promote risk-free or free offers to generate the maximum amount of calls. The art of the upsell and downsell, as well as the secondary sell, are all crucial in a per inquiry radio campaign.

The names, addresses and phone numbers are extremely valuable to build a database with new customers who you can continuously contact.

It may also be necessary to re-train your telemarketers–or perhaps even change the team entirely–to ensure they are able to effectively convert leads to sales with soft-sell/lead-generation offers rather than with a hard-sell approach for quick sales.

Perhaps the most appealing part of expanding to radio is the extremely attractive cost factor: you can place your radio time on a per inquiry basis–you pay only for performance. That’s a great, no-risk/no-worry way to start a radio campaign. It allows you to concentrate your efforts on everything from your creative approach through to your telemarketing and continuity program. In short, per inquiry enables you to expand from DRTV to radio, building your customer base by up to 30 percent, at a virtually no-risk cost.

Also as a bonus, you can use your TV and radio promotions as streaming audio and video ads on radio station websites, which can also be placed on a per inquiry basis.

Finally, be sure to work with experienced radio advertising professionals who know what changes are necessary–from creative through continuity–and how to make them work.

Bill Sullivan is president of WilliamSullivan Advertising, a full-service direct response agency in Millburn, N.]. He can be reached at (973) 379-8555, or via e-mail at bill@williamsullivanadvertising.com.

Article from the Electronic Retailer,December 2008

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