Advertising And Generate New WebSite Traffic
by: Charles Kangethe
Hereกs a simple way to use กNo Results, No Payก radio advertising and build traffic for your website.
Step #1 Understanding กPIก Per Inquiry Advertising.
Radio has a unique advertising format known as กPIก or per inquiry advertising.
กPIกsก 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 redirects them to your web site address.
Step #2 How To Start a กPIก 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.webradio.fm USA
http://www.radiodirectory.com International
Other online resources can be found by searching for keywords like กRadio Directories.ก
Alternatively, visit your library and in the references section ask for the Yearbook of Independent Local Radio Stations.
Note details such as :
Ad managerกs names,
Telephone numbers,
email addresses
Programming and schedules
Listener profiles:
Age,
Income,
Sex,
Location.
Step #3 Decide on Strategy and กWanted Response.ก
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 kickerก inquiries.
* Is your กWanted Responseก to build an optin 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 กPIก 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 กWanted Responseก.
Write to the ad manager by email or normal mail. In your letter :
Introduce yourself.
Inform them this is a กPIก 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 กWanted Responseก is not selling a product, you must pay for inquiries out of your กown pocketก. 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, กPIก 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 กPIก campaign will pay back your effort many times over.
Step #6 The Commercial Ad
Write your commercialกs outline to maximise your กWanted Response.ก
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 stationกs ads, jingles, and catch phrases and prerecord 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 กVoicesก 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, กjust do itก 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 กWanted Responseก 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 กPIก 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.
กPIก 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 กSimply Easierก brand name is your guarantee of high value, quality Marketing Products, Services and Resources
About The Author
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
This article was posted on January 26, 2004
by Charles Kangethe
