"No Results, No Pay" radio advertising is a great way to drive traffic to your website. The main advantage of "PI" is that your commercial is aired and you only pay for inquiries from listeners. Be clear on your strategy, goals, and draft commercials before contacting radio stations. If your "Wanted Response" is not selling a product, you must pay for inquiries out of your "own pocket". Negotiate a reasonable cost per inquiry!!
Describe how you intend to handle all administration - writing the commercial outline, product fulfillment, refunds, and product support questions. Radio is frequently overlooked by online advertisers, but depending on your "Wanted Response," it can produce good results at surprisingly low cost. For a fee, radio stations have "Voices" who will record your commercial before it airs. They also have royalty-free music that you can use in your advertisement.
Here's a straightforward method for using "No Results, No Pay" radio advertising to drive traffic to your website.
Step 1: Define "PI" - Per Inquiry Advertising.
Radio employs a distinct advertising format known as "PI," or per inquiry advertising.
The main advantage of "PI" is that your commercial is aired and you only pay for inquiries phoned in by listeners!
Inquiries come from callers who want more information.
Each caller is counted by the radio station and directed to your website address.
Step 2: How to Begin a "PI" Campaign.
Locate a comprehensive list of all commercial radio stations where you intend to advertise.
Here are some examples of Internet resources:
http://www.mediauk.com - United Kingdom
http://www.web-radio.fm - United States
International radio directory http://www.radiodirectory.com
Searching for keywords like "Radio Directories" will bring up additional online resources.
Alternatively, go to your local library and ask for the Yearbook of Independent Local Radio Stations in the reference section.
Take note of specifics such as:
Names of ad managers, phone numbers, and e-mail addresses
Programming and timetables
Profiles of listeners:
Age, \s Income, \s Sex, \s Location.
Step 3: Choose a strategy and a "Wanted Response."
Be clear on your strategy, goals, and draft commercials before contacting radio stations.
* Are you promoting a product on your website?
To avoid paying for "tyre kicker" inquiries, fully specify product details.
* Is the purpose of your "Wanted Response" to build an opt-in list?
Choose how you will attract visitors to your website. Will you provide FREEBIES or hold a competition?
* Are you advertising to conduct market research?
Explain to the audience how and why they should participate.
* Determine how much you are willing to pay per inquiry.
Step 4: Apply Your Strategy To Create A "PI" Proposal
This step has two objectives:
Make scheduling your commercial as simple as possible for the station.
Negotiate the lowest cost per inquiry during the most effective advertising timeslots.
Bear in mind:
You want to reach out to specific listener profiles.
When you want your commercial to air.
Which commercial will deliver your "Wanted Response" the best?
Send an e-mail or regular mail to the ad manager. In your letter, please include: Please introduce yourself. Inform them that this is a Per Inquiry advertising proposal. Inform them of your objectives and refer them to your strategy. Include your product or service prices as well as the amount you are willing to pay for each inquiry.
Sidebar
If your "Wanted Response" is not selling a product, you must pay for inquiries out of your "own pocket". Negotiate a reasonable cost per inquiry!!
* Describe how you intend to handle all administration.
For example, writing the commercial outline, product fulfillment, refunds, and product support questions.
Depending on your negotiating skills and the size of the radio station, you may be able to work out a deal in which you only pay for *Converted Inquiries*.
Because you only pay for referrals when a sale is made, this is practically *FREE* advertising!
Step #5 - Dealing With Radio Ad Managers
If you have not received a response within a few days, please contact the station.
Commercial radio is a hectic place. Prepare to explain yourself and to respond to questions quickly and clearly.
Radio ad executives are constantly on the lookout for new advertisers. That is their job, and advertising fees are Commercial Radio's lifeblood.
However, "PI" is not the only source of revenue for stations, so expect a polite but reserved reception.
If this occurs, select another station and repeat the process.
The benefits of a successful "PI" campaign will more than compensate for your efforts.
Step 6: Create a Commercial Ad
Outline your commercial to get the most "Wanted Response."
Outline at least two 30 second commercials and two 60 second commercials.
Writing commercials for broadcast is not the same as writing ad copy for print media. Stations, on the other hand, will take your outlines and turn them into finished commercials for a fee.
Alternatively, if your copywriting is strong and you have the time to fine-tune it for broadcast, you can do it yourself.
Listen to the station's ads, jingles, and catch phrases and record your own in a similar style. Request that objective people listen to your advertisement and provide critical feedback.
Sidebar
You may or may not want to use your own voice when recording for radio. For a fee, radio stations have "Voices" who will record your commercial before it airs.
They also have royalty-free music that you can use in your advertisement.
Make your commercials memorable by including clear contact information that listeners can use to follow up.
When such advertisements run during relevant programming, they can generate a lot of traffic.
Finally, "just do it" and you will learn far more than I can show you in a brief article.
Radio is frequently overlooked by online advertisers, but depending on your "Wanted Response," it can produce good results at a surprisingly low cost.
Ad Managers are responsible for increasing revenue for the broadcaster. They are adaptable, and as long as you can demonstrate a financial benefit to the station, they will actively consider your "PI" proposal.
This is great news for you because you can drive high-quality traffic to your website, products, and services for little or no cost.
"PI" is the most affordable form of broadcast advertising. Make this a new component of your overall marketing strategy.
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