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

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

MEDIA BUYING 101

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

Direct Response Radio - The Underrated Medium

Posted by Jessica Metz

Dec 4, 2013 5:32:00 PM

In the world of media buying, radio tends to get a bad rap. Sure, plenty of advertisers use it, but many just modern-day-radio-direct-response-adscan’t shake the notion that radio is the lesser medium compared to TV. If you measure your campaigns by lead generation, you understand the importance of every dollar spent and every lead received. Sometimes radio is the way to deliver that ROI you’re looking for.

 

Still, TV is glamorous and radio is not. This reputation leads advertisers to think TV is more efficient, when often times it is not. Even within TV, efficient direct response campaigns require overlooked dayparts like overnight, early afternoon, and weekends, when rates are much lower. Yet many times advertisers prefer highly visible areas such as prime. 

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Topics: Advertising ROI, Media Buying, Ad Mediums

Direct Response Marketing Reports Team Your Media Buying with Call Tracking

Posted by Jessica Metz

Dec 3, 2013 9:47:00 AM

In order to effectively analyze and communicate the results of your direct response campaign, it's necessary to be able to manipulate the data and generate multiple reports. Client preferences may vary, and it's your job to be versatile and deliver what they want. Teaming your media buying (through our software) with call tracking, the ability to generate reports demonstrating the overall effectiveness of your campaign is tremendous. This is a one-stop solution to post logs and media discrepancies, success of individual media outlets, conversion rates, and overall ROI.

 

Private Label Reporting Application:  Support your brand and retain your clients with a truly branded call tracking application (not co-branded or white-labeled). 

Custom Excel Reports:  Why spend hours integrating call tracking data into Excel reports built with your format and criteria? This is completely unnecessary when there are Excel report generators available that will automatically pull the data you want form your call tracking provider's database and format it "exactly" as the client requests it, including a customizable look and feel. Let technology do what currently requires man-hours.

Custom Excel Reports:  Why spend hours integrating call tracking data into Excel reports built with your format and criteria? This is completely unnecessary when there are Excel report generators available that will automatically pull the data you want form your call tracking provider's database and format it "exactly" as the client requests it, including a customizable look and feel. Let technology do what currently requires man-hours.

Branded Recap Reports:  Email your clients branded reports, charts, graphs, news and more.

blog-call-tracking-reports-for-direct-marketing

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Topics: Call Tracking, Marketing Reports, Media Buying

5 Steps to Successful Traffic Management

Posted by Jessica Metz

Dec 2, 2013 9:30:00 AM

If you buy direct response (DR) TV or radio advertising and are responsible for the creative in your campaigns, you traffic-organization-is-success-in-direct-responseprobably manage a database of versions. Each one has its own Industry Standardized Commercial Identifier (ISCI), and is put into the format of your choice to keep track. In addition to placing the media order, you have to send traffic to the station. This might seem like a simple process, but so much can go wrong. If the same ISCI is mistakenly applied to two different versions, this could cause lots of confusion internally, at your chosen asset delivery platform, and at the traffic departments of the stations receiving the spots.

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Topics: Call Tracking, Advertising ROI, Media Buying

Benefits of Media Buying and Management Software

Posted by Jessica Metz

Nov 29, 2013 7:30:00 AM

When I first started out buying DRTV, I created all of my insertion orders (IO) from an Excel template, saved them in a folder on my desktop, and faxed each one to the stations. Confirmations were received via fax, except for the rare rep who scanned and emailed back. Most of the communication was done over the phone. And it was up to us buyers to keep very organized. This was less than 10 years ago, and then I moved to another agency to buy print. Similarly, we created every IO from a Word template, printed, and faxed them to stations. Each one was fastened to a folder, piled up, and used to bill from at the end of the month. Imagine the possibilities of lost files! This was only 5 years ago.

 

I am happy to say that my most recent buying was done through a web based system, although it was bulky, elaborate, and contained many more features than I ever needed (which I am sure was factored into the cost). At the very least, it was effective at keeping data organized, the buys in an easily accessible place, and streamlining the billing process.

 

If you still buy media the old fashioned way, it may be because you don’t know your options, or that you think you can’t afford media buying software. Finding a basic, less expensive option could be the best alternative, and once you begin to use it, you might realize it saves you money and time in the long run. The top reasons for using media buying software include:

  1. All insertion orders are kept in the same place, easily accessible from any location.
  2. Information such as rates, stations, and contacts are stored for quick reference.
  3. Accounting can pull billing information straight from program.

media-buying-and-management-software

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Topics: Media Buying, Campaign Optimization, Insertion Orders

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