PER INQUIRY RADIO TESTING NETWORK

W ELCOME TO LAST SECOND MEDIA FOR RADIO

Last Second Media delivers valuable sales leads through national radio advertising campaigns. This section speaks to our pay for performance, per inquiry (PI) and cost per action (CPA) marketing programs. If you are looking to build sales with results-oriented leads on radio , and wish to pay only for results, Last Second Media is your secret weapon.

Our National Radio Network takes advantage of unsold advertising inventory on up to 2550 powerful radio stations nationwide.  Literally at the last second, you’ll secure expensive ad time but pay for only the part that works.

This program takes further advantage of declining radio rates and puts direct response marketers in the position to take advantage of tomorrow’s unsold inventory.  That’s because our Per Inquiry Radio Network secures unsold inventory up to a year ahead.

  • Prime Inventory (6a-8p 94% of AQH)
  • All Formats – not just Talk
  • Advanced Call (or Web) Routing & Tracking
  • Fixed Pricing Year-Round
  • Best-in-class D.R. Creative & Production
  • The most competitive rates, bar none, every day

HOW MUCH DOES IT COST?

We offer a national radio test for $2,500. Based on the results of your campaign, we will distribute your :60 and :30 radio commercials and you’ll pay only for each lead, each call or each action on the web.

Here’s an overview of the Per Inquiry radio test:

  • A two week radio test flight on 161 to 230 radio stations nationally, based on available inventory.
  • Each week, an average of 2800 radio spots will air for a total run of no less than 5,000 spots
  • Retail value (rack rate) of radio time exceeds $200,000 in value.
  • Run of Schedule :30 second spots $2500.00
  • Run of Schedule :60 second spots $4400.00

STATION FORMAT

#

Percentage

Country

65

28.5%

News-Talk

29

12.7%

Oldies

29

12.7%

Adult Contemporary

23

10.1%

Other/Mix/Sister Station

22

9.6%

Sports Talk

16

7.0%

Gospel

15

6.6%

Adult Standards

13

5.7%

Top 40

6

2.6%

Black-Urban or R & B

3

1.3%

Contemporary Christian & Talk

3

1.3%

AOR -Classic Rock

2

0.9%

Blues

1

0.4%

Jazz

1

0.4%

TOTAL STATIONS

228

 

 

 

FREQUENCY

 

 

AM Stations

125

 

FM Stations

106

 

Non-Commercail/Internet

12

 

TOTAL STATIONS

243

 

 

 

 

 

BY STATE*:

#

Percentage

LOUISIANA

36

15.8%

TEXAS

29

12.7%

MISSISSIPPI

16

7.0%

KENTUCKY

14

6.1%

ILLINOIS

11

4.8%

NORTH CAROLINA

9

3.9%

TENNESEE

9

3.9%

WYOMING

9

3.9%

ALABAMA

8

3.5%

GEORGIA

7

3.1%

VERMONT

7

3.1%

ARKANSAS

6

2.6%

KANSAS

6

2.6%

FLORIDA

5

2.2%

NEW YORK

5

2.2%

CALIFORNIA

4

1.8%

INDIANA

4

1.8%

MISSOURI

4

1.8%

PENNSYLVANIA

4

1.8%

VIRGINIA

4

1.8%

MAINE

3

1.3%

MICHIGAN

3

1.3%

OHIO

3

1.3%

OREGON

3

1.3%

CONNETICUT

2

0.9%

IDAHO

2

0.9%

IOWA

2

0.9%

MARYLAND

2

0.9%

MASSACHUSETTS

2

0.9%

NEW MEXICO

2

0.9%

OKLAHOMA

2

0.9%

ARIZONA

1

0.4%

DELEWARE

1

0.4%

NEBRASKA

1

0.4%

NEW JERSEY

1

0.4%

SOUTH CAROLINA

1

0.4%

TOTAL STATIONS

228

 

* If no listing, there is no broadcast within that state at this time.

If you currently spend or plan to spend over a hundred thousand dollars a month on direct response media, and hope to add one more piece to grow further, call Last Second Media at 1-800-334-4500 for our comprehensive $100,000 Marketing Survey®.

 

HOW TO HARNESS RADIO FOR PROFIT

GETTING STARTED WITH DIRECT RESPONSE RADIO

OUR NATIONAL RADIO NETWORK

How to Harness Radio for Profit

Per Inquiry radio is a proven model that powers the growth of over 150 direct response advertisers and offers up to 1,000,000,000 impressions annually. In fact, over a billion dollars in sales occurs on this network.

radio.jpg

How we make low cost radio advertising work for your sales organization is with premium ad time on powerful stations nationally. Through our unique cost per action (CPA) program, we can help you grow top-line revenues and increase marketing ROI.

We specialize in bringing national corporate lead generation clients a large volume of sales leads through smart, incredibly efficient advertising on radio and satellite audio systems. We deliver lower cost results and higher volume.

Our clients enjoy direct response radio advertising to create a strongly predictable marketing campaign to grow their business. And with the lowest cost premium time available, Last Second Media can help you secure the lowest CPL (Cost-Per-Lead).

Benefits of CPA Radio Marketing For National Advertisers

  • Delivers More Leads When TV & Cable is Topping Out
  • Generates Response from Big Cities
  • Diversifies Media Options for Security and Profits
  • Flexible Testing for New Concepts and Offers

Our National Radio Network takes advantage of unsold advertising inventory on up to 2550 powerful radio stations nationwide.  Literally at the last second, you’ll secure expensive ad time but pay for only the part that worlkd.

This program takes further advantage of declining radio rates and puts direct response marketers in the position to take advantage of tomorrow’s unsold inventory.  That’s because our Per Inquiry Radio Network secures unsold inventory up to a year ahead.

  • Prime Inventory (6a-8p 94% of AQH)
  • All Formats – not just Talk
  • Advanced Call (or Web) Routing & Tracking
  • Fixed Pricing Year-Round
  • Best-in-class D.R. Creative & Production
  • Reporting detail against nearly every metric
  • The most competitive rates, bar none, every day

Getting Started With Direct Response Radio

Last Second Media provides frugal accountability for your advertising dollar. We do this by creating a win/win for both direct response advertisers and partner stations.    

Getting started on a national radio campaign is easy, too. Helping you determine, " How Much Will It Cost?" is the value we bring to the relationship. There are 12 steps we walk you through:

THE 12 STEPS OF NATIONAL RADIO ADVERTISING :

1.  CREATE YOUR OFFER - It's important to create a compelling offer for listeners to act now.  Without this offer, no amount of brand positioning or creative production will overcome the costs of doing business.

2.  RUN FINANCIAL PROJECTIONS  - By running business models at varying volumes, you'll find the sweet spot for your direct marketing campaign.

3.  WRITE SCRIPT/LEGAL REVIEW  -   This is one of most overlooked parts of direct response Radio, and may take as long as 2 weeks to complete.  Writing the first commercial allows you to focus on the Unique Selling Proposition for your firm. Getting legal approval helps keep it on air when it works.

4.  CREATE RESPONSE MECHANISMS  -   A unique 800 number and/or web component will be created to track the results of the DR campaign. 

5.  INTEGRATION WITH CALL CENTER  -   Whether you answer your own phone or use an outside call center, you'll want tracking for all the call components. 

6.  DRAW OUT EACH AND EVERY TOUCH POINT - Flesh out and finalize on paper, everything the caller or visitor will encounter. This includes the call center script, fulfillment materials and follow-up direct mail.

7.  PRODUCE COMMERCIAL --   A set of high quality radio commercials in :30 and :60 lengths is complimentary with your overview process. 

8.  ARRANGE GENERIC AND/OR  CUSTOMIZED SPOTS  -   Be sure to produce a commercial that contains no fixed mention of the 800# or website.  This way you can customize the commercial for media tracking.  Plan to tag the response device two times in a :30 and three or more times in a :60.

9.  PURCHASE MEDIA TEST - To qualify for national radio advertising, and to determine a fair media allowable, your creative will need to be tested. Typically, a :30 and :60 radio spot can be thoroughly tested over a 4-week period for as little as $4500.

10.   DETERMINE PRICING ON A PERFORMANCE BASIS- You want to sample a small part of a large universe and set your cost-per-lead within a range that can reach the largest audience possible.  After all, even if you deliver a very low cost-per-lead, your offer may not have room to grow to it’s full potential if it's priced too low.  Last Second Media can help you reach the maximum velocity without leaving extra money on the table. Typically you will calculate the cost per action (CPA) using the following formulas:

Price X Quantity = Media ROI

Or

Media ROI / Number of Leads = CPA

Ie. In a $2,500 radio media test over a two week period, you might generate 100 valid leads. To calculate your CPA, you’d divide $2,500 / 100 Calls = $25 CPA.

11.  EVALUATION OF TEST RESULTS  -   There are a number of moving parts in a direct response radio campaign. This includes:

  • THE OFFER
  • THE CREATIVE
  • RADIO STATION FORMAT
  • TIME OF DAY/WEEK
  • GEOGRAPHY

Once your testing is complete, plan on working with Account Representative to test and tweak some of these parts to find the right mix of offer details, disclaimers, titles, or even targeted demographics.  

12. CONNECTING THE BACK-END - For successful clients, Last Second Media will embark on a fully-integrated Sales Conversion Process ( SCP) to help close the sale on your behalf. Last Second Media's SCP uses digitally enhanced or automated direct mail marketing communications to:

  • close your sales automatically
  • speed up the conversion process
  • maintain low-cost retention and contact with the customer
  • develop word-of-mouth  or recommend-a-friend programs
  • achieve superior closing rates

Think we can help?

If you currently spend or plan to spend over a hundred thousand dollars a month on direct response media, and hope to add one more piece to grow further, call Last Second Media at 1-800-334-4500 for our comprehensive $100,000 Marketing Survey®.


 

 

 





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