Electronic Retailer - June 2011 - (Page 49)

BY BILL SULLIVAN CHANNEL CROSSING: RADIO Super Charge Your PI Call Volume With a Remnant Radio Buy If you are into per-inquiry (PI) radio, this article is about an alternate money-saving, money-making advertising approach that will be of special interest to you as it has been to advertisers across the country. Simply put, that’s because this article explains how remnant radio time costs less and generates significantly more calls than PI radio time. Here’s why: As you probably know, most clients prefer PI buys because they see it as a no-risk deal – they only pay for results based on the number of calls their spots generate. That sounds good. But they don’t consider the risk of not having any control over which times their spots will air or how many calls will come in daily and weekly. They don’t consider that the return on their PI investment depends on chance. One might say, “That’s no way to run a business.” On the other hand, with remnant radio buys, the client can develop solid metrics. The client, through a remnant radio ad agency, can arrange and pay for airing a schedule of spots during certain hours of the day to optimize its telemarketing company’s hours of operation. After, say, a week, a metrics will determine the exact number and cost of the calls and enable a similar schedule of spots and costs to be repeated during ensuing weeks on additional stations. In this way, unlike PI radio, remnant radio buys give clients an estimated control over where and when their spots will run, a close estimate of how many calls they will generate and how much the campaigns will cost. We ran a work-at-home campaign last year with a $400,000 budget that delivered an average cost per call of $8. That’s 50,000 calls from radio listeners who were true work-at-home prospects. The client knew when and how many calls to expect from remnant radio and set up its telemarketing accordingly to convert the optimal amount of prospects to customers. In my agency’s experience over the past 25 years, remnant radio buys on stations around the country have delivered the highest volume of calls at the lowest cost. For example, we ran a natural cures book for three years at an average cost of $2 per call. We have run many such remnant radio schedules that delivered more than 10,000 calls per week at equally low costs. We ran a remnant radio campaign last year for a grocery coupon company that delivered an average $1.50 cost per call. When the client spent $15,000 in a week, it received 10,000 calls. The client’s ROI was predictable and scalable. The telemarketing company was pleased to keep its telemarketers busy with that call volume as well. Most PI radio ad agencies will not accept such low payouts and will not deliver the call volume if they did accept it. In short, we’ve learned from many years of experience that remnant radio buys can deliver a much greater amount of calls than PI. But, as we always remind readers about trying new DR radio methods, be sure you get the help of professionals who are fully experienced in remnant radio buying, as well as first-rate DR radio specialty telemarketers. Bill Sullivan is the president of William Sullivan Advertising, a full-service agency that specializes in DR remnant radio and TV. He can be reached at (973) 379-8555 or at bill@williamsullivanadvertising.com. June 2011 | electronicRETAILER 49

Table of Contents for the Digital Edition of Electronic Retailer - June 2011

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
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