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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