Direct Response Marketing Blog


Brokering Phone Calls: Pre-qualification and Price Auctioning

Posted by Jessica Metz

Mar 19, 2014 9:30:00 AM

brokering-phone-calls-for-more-profitBuying and selling phone leads? If you’ve negotiated different prices with each buyer, managing routing to those buyers in order to maximize revenue can be tricky. This is especially so if several other variables are in play, such as daily or weekly count caps, varying hours of operation, and state restrictions.

Keeping track of all these details and making manual adjustments to advanced call routing is nearly impossible and very time consuming. Relying on technology to “set it and forget it” is a must. Zenith Media Tracking has a system where you enter the specifics once and it calculates the rest. Essentially this translates into real time auctioning of leads-the computer figures out the highest bidder and sends the calls their way, without overloading or exceeding caps, and still distributes to your other buyers. Even distribution will spread your leads, but won’t maximize them. Take advantage of our technology and get the most out of your calls.

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Topics: Call Center Management, Lead Management, Phone Leads

Lead Gen Metrics: Increasing Direct Response Advertising ROI with Math

Posted by Jessica Metz

Mar 17, 2014 8:00:00 AM

Traditional practices of analyzing metrics to increase ROI certainly play a role in campaign management, but technology has now surpassed such methods in taking your ROI to the next level. Instead of being reactive, you can finally be proactive in managing your lead flow. With the help of mathematical algorithms, the leads you generated can be routed to maximize ROI, based on what each customer is paying per lead and their current conversion rates.


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Topics: Advertising ROI, Campaign Optimization, Lead Management

Multichannel Marketing and Phone Numbers

Posted by Jessica Metz

Mar 13, 2014 10:30:00 AM

Most comprehensive advertising campaigns span multiple channels, whether it be TV, radio, print, or online. For a complete and accurate picture of results, unique phone numbers should be used for each spot. And while these two points may be commonplace, one that is often overlooked is the important role of phone multi-channel-marketing-phone-numbersnumbers in online ads.

I recently watched a presentation on multichannel marketing and learned some compelling statistics. 55% of consumers conducting product research from their mobile device want to make a purchase within an hour. What does that have to do with phone numbers?

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Topics: Call Tracking, Conversion Rates, Marketing

Mobile Site: A Marketing Must-Have

Posted by Jessica Metz

Mar 11, 2014 11:52:00 AM

After attending the ERA Great Ideas Summit in Miami last week, I walked away with one prevailing strategy for direct marketing: mobile. This does not necessarily mean spending more in mobile marketing, or diverting attention away from traditional channels. Every speaker agreed, maintaining a strong online presence is extremely important in supporting your overall marketing campaign.

Mobile has been a hot topic for some time, so what I heard and what I am relaying is nothing new, however, it mobile-site-marketing-strategyis amazing how many have not fully adopted mobile as a foundation of their strategy. The #1 most critical thing you can do to reach your customers, especially if your target audience is younger, is have a mobile site. Whatever medium you are using to reach them, they will likely search for you on their tablets and smartphones.

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Topics: Ad Mediums, Mobile, Marketing

Beyond the Open Bar - Benefits of Attending Industry Events

Posted by Jessica Metz

Feb 25, 2014 8:12:00 AM

Sure, the open bar is a nice perk, but attending industry events, whether it be conference cocktails or a regional mixer, have many benefits beyond the buzz.

Making connections and gaining new business is a major incentive for frequenting tradeshows and the like. How else can you meet benefits-of-attending-direct-response-and-per-inquiry-industry-eventsface-to-face with so many other companies in a cost effective manner? It’s impossible to achieve a live conversation through email, and getting strangers on the phone is not always easy. Direct interaction is ideal for building relationships with new, and existing customers. This is especially so in a relaxed environment, where people are more likely to be honest and forthcoming.

While increasing profit and growing your company is the obvious reason to invest in such events, there is so much more t

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Topics: Direct Response, Lead Generation, Events

Call to Action! Finding the Right Message for your Campaign

Posted by Jessica Metz

Feb 18, 2014 8:00:00 AM

In seventh grade, my language arts teacher taught me to always consider my audience when writing. That basic principle is just as important when scripting your next creative. We all know direct response spots must have an effective call-to-action, but how to present it and how under or overstated it should be differs by campaign. If you are advertising a product at a lower price point, and perhaps branding is less important, then an aggressive call-to-action (CTA) can be appropriate. Examples include: flashing words or phone number, increased volume of spokesperson or VO, and running time clock or wording to convey urgency. However, if you are offering high level degrees at a university, and branding is of equal importance to the response, the CTA should be toned down.

Some tactics are up for debate -- crawlers (the scrolling sentences reminiscent of a news ticker across the call-to-action-for-direct-responsescreen) are loved by many advertisers, as they are a quick and inexpensive way to add an extra message to an already versioned spot. Whether it’s a time sensitive event, deadline, or a new feature, crawlers can be added for additional emphasis on the CTA. They do not come without cons; adding any visual to an existing spot can make it look crowded, busy, and downright cheesy. This is especially true if not done professionally and consistently across all versions. If your current creative is a masterpiece, it might not be a great idea to interfere with it. Also, managing the time sensitive messages is extremely important. If your message displays a deadline of January 31, and is on air past then, your company image can be tarnished as careless or disorganized.

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Topics: Campaign Optimization, Conversion Rates, Calls to Action


Posted by Jessica Metz

Feb 11, 2014 9:00:00 AM

For those who have never purchased media, it may seem very basic. You want something, and you buy it.  Unlike going to the grocery store and buying a gallon of milk, media buying is not quite as simple.  There are many factors to consider: planning, strategy, and negotiation. Here are the basics that every direct response marketer should know:direct-response-media-buying-101

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Topics: Media Buying, Campaign Optimization, Rate Negotiation

Web and Phone Leads: Tracking Both with One Agency

Posted by Jessica Metz

Feb 6, 2014 11:28:14 AM

Most comprehensive advertising campaigns involve both traditional and digital media placement. Advertisers bridging-the-gap-between-web-and-phone-leadsmay choose to use different agencies that specialize in each, or one full service agency to handle it all. Realistically, multi-channel marketing efforts will always have some overlap in audience reach. The calls and clicks are tracked, but analyzing the relationship between the data sets are equally as important.

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Topics: Call Tracking, Lead Management, Lead Generation

Advanced Call Routing: Options and Benefits for Direct Response Ad Agencies

Posted by Jessica Metz

Jan 8, 2014 10:30:00 AM

Call routing, for the purposes of directing and tracking advertising based phone calls, has become very advanced. There are so many options available, going way beyond the standard point A to point B. Some of the additional routing features available are:

  1. Use of IVR, prompting the caller to press a number to connect.
  2. Hunting: routing to a series of numbers in order to reach a live person.
  3. Geo-routing, based on location of caller.
  4. State, time, and total number parameters.
  5. % of calls split between multiple endpoints.
  6. Cost per lead controls. Advanced-Call-Routing-Options-for-direct-response_-agencies

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Topics: Call Tracking, Phone Number Features, Call Center Management

Response Based Media Buys: Per Inquiry vs Traditional Direct Response

Posted by Jessica Metz

Jan 6, 2014 8:00:00 AM

If your advertising goal is to elicit a response, you have two choices for buying media. The first is traditional Response Based Media Buys: Per Inquiry vs Traditional Direct Responsedirect response, which involves placing spots on stations at reduced rates without expectations of clearing every spot ordered. There will be a unique phone number or URL on the spot to track the results. The money spent could yield a great response, or none at all. If your secondary goal is brand awareness, the lack of response may not matter as much, as there is still value in reaching a mass audience. 

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Topics: Direct Response, Advertising ROI, Per Inquiry

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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