Direct Response industry professional Justin Steinle explains the difference between Brand versus Direct Response advertising;
Many local businesses take the approach of Brand Advertising as they’re commonly pitched by local newspapers or television sales representatives on the media options available within a local network. Typically, they’ll position you with a Brand advertising campaign, but is this right for your business?
Brand advertising allows you to create awareness with your local market, which a consumer may then think of your business when the time is right, but that could be months to years down the road. Whereas Direct Response advertising your business with both brand recognition and a desired action to get the consumer to take action by calling, visiting a website or stop by your place of business.
So depending on your business goals, make sure you’re executing the strategy for your business goals.
As a direct response industry expert, Justin Steinle often finds himself confused when company owners are shocked or surprised by what they consider an excessive cost for a targeted quality lead. Let’s dive in…
First, what is cost-per-lead (CPL)? This is a media calculation when taking the media spend divided by a specific action, such as a call or form submission. Example: Media Spend / Calls = CPL ($1000/10 = $100)
A campaign’s CPL will vary based on the specific industry and media type, which an expert in both areas will usually have a rough estimate on average CPL’s typically achieved. It’s more than understandable that a business owner will want to achieve the lowest cost-per-call, as this represents performance and potential revenue for the company.
Though a lower CPL is desired by the company, it may be better for the company to have a higher CPL with targeted media and leads. The CPL may increase as you target a more specific lead with various selects, an example is location; if your organization is focused in one state, you’ll potentially pay more for targeting that state versus less for a national campaign. $100 State vs $50 National – The targeted leads may develop a higher conversion rate, with less operational expenses to process, and in turn develop higher profits for your organization.
As you review your media plans and strategy, make sure you don’t just focus on lower cost is better. Through modeling processes, you can develop a strategy that will allow you to reach your companies goals.
Author: Justin Steinle
Diversely experienced marketing professional Justin Steinle has crafted a range of integrated advertising strategies. Justin Steinle draws on a detailed knowledge of interactive media campaigns, including pay-per-click (PPC) advertising.
Pay-per-click advertising enables a company to pay for prominent search result positioning. The company bids the amount that it is willing to pay for each click-through, and this amount is due whether or not the visitor makes a purchase. For this reason, companies engaged in pay-per-click advertising must carefully select keywords and copy to optimize results.
Experts suggest that companies specify keyword phrases and exclude variations, so as to minimize cost for searches that may be irrelevant. Companies can further reduce non-productive searches by designating negative keywords, such as individual words within a search phrase, to reduce the chances of an ad showing up in an unrelated search.
Companies can also optimize pay-per-click spending by assessing performance data and using that information to target day, time, and location. By reviewing conversion rates to determine an ad’s most productive times and places, an advertiser can make better decisions about where and when to run the ad.
Finally, all advertisers can work toward improving PPC results by optimizing results for mobile search. This means using mobile-specific language in the advertisement and designing the landing site for mobile use, so that users of such devices have a better experience. This is actionable regardless of an advertiser’s industry, as data shows a general increase in mobile site traffic overall.
As an experienced marketing professional, Justin Steinle draws on an in-depth knowledge of multiple media channels. Justin Steinle incorporates social media and web platforms as well as more traditional advertising mediums, including radio.
For advertisers seeking a cost-effective solution that reaches a targeted audience, radio can be a particularly savvy choice. Radio stations typically target a particular demographic, naturally selected by the genre of music or talk that each station sponsors, and audiences tend to personally identify with their favorite station. Furthermore, because listeners often tune in alone, it becomes an intimate way for advertisers to connect with potential new customers.
A radio spot is also inexpensive and quick to produce, particularly when compared to television or national print campaigns that can take months to prepare. Radio advertisements do not require high-tech equipment, studio bookings, or expensive talent, nor do they need to go through extensive pre-production phases common in television. While a television spot can take months to reach its audience and a newspaper advertisement must align with lead times of up to a year, a well-produced radio advertisement can be on the air in less than a month.
This quick turnaround time also benefits the advertiser because it makes the campaign easier to change if it is not working. Consumer responses to radio spots are easy to evaluate, particularly in the case of direct response campaigns, and poor results can quickly prompt the development of a new message. This in turn lets companies customize their message to real consumer behavior and craft a campaign that is truly relevant.
A veteran marketing professional, Justin Steinle has worked with a wide variety of communications strategies during his 25-year career. One example is multichannel marketing, which involves using multiple platforms to deliver a coherent message. Having implemented multichannel marketing for years, Justin Steinle recognizes the key advantages it offers over single-channel marketing.
1. Frequency. By harnessing multiple platforms such as radio, television, and social media, a company could engage its target audience more frequently and effectively. Apart from helping build brand awareness, the strategy also gives companies room to vary the delivery of their core message, from general overviews via non-interactive channels to more personalized messages via other platforms like Twitter.
2. Channel preference. Multichannel marketing offers prospective clients the choice among several platforms. In doing so, the strategy takes into account individual client preferences, as some prefer accessing services online whereas others prefer the more personalized interaction of a telephone conversation.
Over the course of his 25-year career, Justin Steinle has gained a comprehensive understanding of the most effective marketing techniques and practices. As a senior marketing executive, Justin Steinle possesses expertise in the media buying process.
Media buying refers to the practice of acquiring advertising space and airtime on media channels such as newspapers, radio, television, and online platforms. Since businesses typically engage those channels most frequented by their target audience, their media buying strategies can differ widely.
Within a company, a media buyer’s role involves negotiating with channel owners. Before settling on and implementing a strategy, media buyers must first conduct a thorough investigation of all available avenues of distribution. Key steps include analyzing the demographics engaged by the channel and evaluating its adaptive ability to the ever-changing media landscape.
Furthermore, media buyers must also recognize the limits of each channel and work with channel owners to identify and retain premium spaces. In most cases, they succeed in building such productive relationships with channel owners by negotiating deals that benefit all involved parties.
Marketing professional Justin Steinle possesses more than 25 years of experience starting and growing successful marketing companies. Justin Steinle uses a wide range of media types in his work, ranging from leading digital techniques to radio advertising.
In 2015, Nielsen reports showed that 91 percent of Americans over the age of 12 listen to the radio at least once a week. That is more than 245 million potential clients. Consider the following reasons that radio advertising is still an effective component of a larger multichannel marketing campaign.
–Many radio users are listening as they drive to and from work, when they are disconnected from digital media and digital advertising. They are a largely captive audience.
–Radio is an effective way to reach listeners across all demographics, especially those who are harder to target with digital tools. There are few barriers to radio access, as it is free to listen to and easy to operate.
–Radio advertising takes some of the hard work out of demographic targeting. It only reaches local audiences, so location-based demographic targeting is covered. Listeners will tune in to the station they prefer, which may indicate their preferences as consumers. Some advertisements will naturally be more suitable for a country-western audience, while others may do better on a pop station. This makes interest group targeting easier.