Direct Response Marketing Blog


Post Logs: A DR Media Buyer's Best Friend

Posted by Jessica Metz

Mar 23, 2015 9:30:00 AM

Post logs are a report from the station showing if and when your media spots actually ran. Because we face far less than 100% clearance on DR media schedules, and often buy broad rotators instead of specific shows/programs, it is impossible to know the times and clearance level ahead of time.

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Topics: Call Tracking, Marketing Reports, Direct Response, Media Buying, Campaign Optimization, Data Analysis

Campaign Metrics: Are you analyzing too much or not enough?

Posted by Jessica Metz

Feb 4, 2015 10:30:00 AM

Without measurement, there is no way to understand your advertising campaign results. And without that knowledge, it is impossible to improve your campaign. We may all be able to agree that analysis is necessary, but what to focus on can be confusing.

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Topics: Call Tracking, Direct Response, Advertising ROI, Media Buying, Campaign Optimization, Data Analysis, Conversion Rates

Hispanic Market Advertising

Posted by Jessica Metz

Jan 5, 2015 9:30:00 AM

The Hispanic media market is not to be ignored. If your product or service is relevant to Spanish speakers, marketing to them is a must. This is especially true in markets like Miami (where the Hispanic population is high), but even if you are buying media on a national scale, this group is growing nationwide and overlooking them will be a detriment to your campaign.

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Topics: Call Tracking, Direct Response, Media Buying, Campaign Optimization, Marketing

Call Screening vs. Call Blocking

Posted by Jessica Metz

Oct 3, 2014 9:30:00 AM

Many DR campaigns are state or area code sensitive. Perhaps laws prohibit your product being shipped to California, or the company offering a service is not licensed in Florida. If your media campaign is national, keeping callers from those excluded states is a must. Otherwise, your client receives calls they can’t handle and it poses a logistical nightmare. On the opposite side, a local campaign in New York is unlikely to get viable calls from New Mexico. A caller from that far away could be a transplant, or could be a spam or misdial.

There is more than one way to eliminate these callers efficiently and in the fairest way to the caller, because after all, they did hear your spot and are responding as they were intended to (this means your creative worked!). No matter which way you choose to restrict them, playing a message explaining they are out of the service area is a must. Without it, they might call back or think the number was published incorrectly and this reflects poorly on you.

  1. Call Screening:  You can select the states (or area codes) that you trust are likely to generate true leads, and “screen out” all other states with a message requiring the caller to press a single key. Those callers from the likely states will pass directly to the endpoint because they are essentially being qualified based on their location. In addition, this tool can be used to play an “out of service area” message to callers within certain states or area codes before disconnecting the call, so that they do not have the option to proceed to the call center. The reporting distinction with call screening is that screened calls not passing to the endpoint do not show up in reporting. This is especially clean when using for billing purposes.
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Topics: Call Tracking, Direct Response, Campaign Optimization, Reducing Misdials, Lead Management, Phone Leads

Radio VO’s: Professional or Local?

Posted by Jessica Metz

Jun 25, 2014 10:09:34 AM

Buying local radio can be tedious. It requires research of market, coverage areas, signal strength, format, etc. Once your buy is placed, it’s time to send traffic to the stations. You have a couple of choices in creating radio spots, and each have their pros and cons. Here is a look at your options:

  1. Professional VO: Depending on your overall marketing plan, using a professional VO talent to record your spots could be extremely important.
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Topics: Media Buying, Campaign Optimization, Marketing

Curing Call Confusion: Test Dialing 101

Posted by Jessica Metz

Jun 19, 2014 10:59:48 AM

The first step to truly managing your campaign call routing is test dialing. It may be a nuisance, and it’s often overlooked, but is quite possibly the most important thing you can do to ensure success. Let’s face it, without a properly operating telephone call, advertising dollars go to waste and revenue is lost.

What happens during the test dial can be confusing, and may lead to more questions than answers. Also, there is more to check than simply connectivity. Here is a checklist to follow:

  1. Dial the TFN from a couple places if you have more than one phone available. Call routing can be a complicated process with multiple steps involved in set-up. Failure at the carrier level can lead to strange behavior of calls, such as certain blocks on incoming calls. While rare and unlikely, it doesn’t hurt to double check!
  2. Count the rings to pick up, and make note of subtle differences in ringing sounds, as well as time it takes while in call center IVR/queue. While you always hear a ringing sound when trying to connect to the endpoint, sometimes call centers play a ringing sound once the call is connected and before they have a rep available. This confuses many, because they assume it’s one continuous ringing instead of the actual case of waiting in a queue.
  3. Press through IVR’s if applicable. Reach the final destination (a live rep) and listen to their greeting. Script adherence can make or break a successful campaign, and your test dial might uncover a problem before it can negatively affect your bottom line.
  4. Detailing what you find and when will help tremendously if there is an issue that needs to be researched. Also, allow enough time before campaign inception for kinks to be worked out when placing the test dials.
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Topics: Campaign Optimization

Dynamic Routing: We'll have our system talk to your system

Posted by Jessica Metz

Jun 11, 2014 10:42:55 AM

Sure, a phone call can be routed to another number, through an IVR, or even by geographic location. And there are lots of routing rules to apply, like time of day, volume, monetary considerations, and allocation percentages. These are all parameters set ahead of the campaign, and although they can be changed at any time, they do remain static until manual intervention takes place.

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Topics: Campaign Optimization

Monetizing Misdials: Putting Dirty Numbers to Work

Posted by Jessica Metz

Apr 22, 2014 9:00:00 AM

True 800 numbers might be the most desired tracking numbers, but they often come with a price. First, they might be difficult to acquire. Many of the desirable vanities are taken, and if available, they likely come at a Monetizing-Misdials-Putting-Dirty-Phone-Numbers-to-Workpremium cost. Second, since all 800’s have been in circulation longer than other prefixes, there is a stronger chance for misdials.

Naturally, when dialing an 888, 877, 866, 855, or 844 number, some callers are inclined to dial 800. Assuming the same 7 digit number is in use for all 6 prefixes, there is the possibility that someone calling one of the other 5 will mistakenly dial 800. This scenario is in addition to other chances for misdials, such as fat-fingering and transposing numbers, that plague all phone numbers.

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Topics: Call Tracking, Advertising ROI, Conversion Rates

Texting and Tracking: The Important Marketing Tool You May Be Missing

Posted by Jessica Metz

Apr 14, 2014 9:30:00 AM

Texting isn’t just for Millennials. Seemingly everyone uses texts these days (even my 85 year old grandmother!) and it’s not just for casual communication. What was once considered informal has become texting-and-tracking-key-marketing-tool-for-direct-response-agenciescommonplace in business, as short and quick messaging fills the need for the efficiency we all strive for. Not to mention, we can exchange important information while doing something else (in a public place, a meeting, or another location where a phone call is less feasible). This is the best form of multitasking!

Texting is now second nature for many, so what happens when the masses see or hear your ad with a call to action and a phone number? Chances are, some might try and text it. Perhaps you never thought of this possibility, or maybe you have but didn’t know how to address it. Turns out, your number can be made textable. You heard right! The same number you are using to track phone calls from your marketing campaign can be activated to receive texts, programmed to automatically respond to texts, and can all be tracked similarly, and alongside, the rest of our call tracking data.

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Topics: Ad Mediums, Calls to Action, Mobile

Call Recording: Turning Off For Transfers

Posted by Jessica Metz

Mar 25, 2014 1:55:16 PM

Call recording plays an extremely vital role in media tracking and marketing campaigns. You can read more why-you-need-to-be-able-to-turn-off-call-recordingon why call recording is important here. The audio files reveal priceless data, including script issues, rep success, FAQ’s, and reasons for conversion. The chain of events for each call typically involves dialing, hearing a call recording disclaimer, and a conversation with a rep.

With multiple people having access to audio recordings, some situations may arise where call recording should be turned off for security and privacy reasons:

  1. Financial transactions are taking place, including the reciting of credit card numbers or social security numbers.
  2. Call is transferred to another party, who has not heard the disclaimer. An example would be calls made to a hotel, with a guestroom being the final destination. Although the caller dialed a hotel line, they do not expect the private conversation they are about to have would be recorded. 

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Topics: Call Tracking, Advertising ROI, Phone Number Features

Zenith Media Tracking is for advertising professionals. We track phone calls and help agencies determine the best media buying and lead selling strategies for maximum profit.

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