M

Tip 94

In this issue

Cheap TV media is great if you can get it in a
quantity that makes an impact on your bottom line.
Sometimes, pay-for-performance (aka PI or Per Inquiry)
advertising is not enough.

After four years running their vacation offering on a
PI basis, daily call volume was unpredictable. Our
client wanted to predictably expand their TV broadcast
and continue building a solid business with direct
response television. However, it was vital that they
controlled the peak of their call volume and at a
favorable cost per call. So they tried national cable
network buys.

The problem was that although the Travel Channel
nationally offered a potential audience at a bulk
cost, there was no guarantee anyone was watching or
that the client call center could handle the call
peak. Enter a local solution called Last Second Cable

Over the last 3 months, we've added Last Second Cable
for this client and delivered a scale from $50K a
month in media to nearly three times that --with a
cost per call very near their PI cost.

HERE'S HOW IT WORKS:
Last Second Cable aggregates the unsold inventory of
network cable channels at an average cost of $2 per
thousand viewers. So, for $50K, a Last Second Cable
campaign will reach over 25,000,000 viewers as
measured by Nielsen ratings.

Comprised of micro-broadcasts on a local level, Last
Second Cable aggregates the unsold cable time of local
cable headends, multiple-system- operators (MSO's),
satellite delivery and interconnects on specific
network channels airing 6a to 12midnight. Based on the
quarterly hour ratings of each network, the local
cable system is credited with a proportionate payment
based on the number of households delivered.

In example,if the Travel Channel does a .1 rating
nationally to 100 million homes at 4pm, then Cox Cable
in Las Vegas would be paid for their run to 400,000
homes or about $.80 or less.

The Last Second Cable system is unique because it
provides targeted cable time solely in the top 50
DMA's and provides guaranteed viewership. As some of
you may know, PI TV does extremely well in DMA 50 to
200. By adding this bulk cable purchase along with an
ongoing PI campaign, the client was not only able to
capture nearly 500 new calls a week, but they could
space out the response in a way for the call center to
make money converting to sale.

Well, now the client is further honing their success
with the new LastSecondGeography function that will
weight more of their broadcast in markets that have
historically delivered the best sales conversion.

Available from $50K per month, consult your LSM
representative for a custom plan. Hurry, the great
rates of summer are swiftly being snatched up.
Targeted Bulk Cable Media at 1/2 Off:
800-334-3500

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