Pay Per Call Advertising or Per Inquiry Advertising lowers risk for smart, savvy marketers. A Pay Per Call Media Agency, if they are offering true pay per call lead generation – assumes most of the risk. They have skin in the game – and that’s what a sharp shrewd marketer is looking for.
I’ve been in the direct response agency business for almost 24 years now, and we see a new trend of so called performance based agencies that are simply selling you media using their creative. This approach may offer some cost efficiency from a creative TV production standpoint but a true Pay Per Call Advertising and Media Agency uses proven creative to drive live calls at a fixed cost per call – thus lower risk!
Media rates are going up in an improving economy that includes a never ending election cycle. Calls cost more in 2015 and will cost even more in 2016. The laws of supply (advertising inventory) and demand (higher demand, higher media rates) ultimately drive the cost of a call.
Marketers buying raw connected calls can get the lowest rates, but they must assume more risk with misdials and dead air calls. A short 10 second buffer can filter out bookmarked calls and dead air, and a 30 second buffer allows the call center to ask one qualifying question. Remember, the callers have seen or heard a TV or Radio commercial, and they have been urged and invited to call. The callers must be treated professionally with grace and dignity. Some marketers are always looking and fighting for the perfect lead. We always recommend that marketers take a larger view picture and look at the overall conversions and profits generated by their TV & Radio pay per call lead generation programs.
As always, I want to thank all of you who have followed my infomercial and pay per call blogs over the years. I love the direct response industry and always support it. In fact, we have sponsored the Response Expo since its inception 10 years ago, and will be sponsoring all their education sessions for the fourth year in a row in 2016.