Jason Cardiff Talks IVR Lead Capture with Direct Response TV
In a recent video published on YouTube, Jason Cardiff discusses the power of IVR and the benefits of using interactive voice reponse for lead capture purpose with direct response TV campaigns. Cardiff created several of direct response companies that use IVR for lead generation and direct marketing. He believes that businesses will see significantly better results by combining marketing technologies like IVR and Press 1 live transfer leads with direct response marketing.
Learn more about IVR technology and why Kelly Media Group has become world famous with their voice broadcasting tools, as KMG Founder, Jason Cardiff talks about the benefits derived from automating this outbound dialing technology. According to Cardiff, “Interactive voice response is a perfect match for direct response advertising for TV infomercials and short form broadcasting to local and national audiences.”
- IVR to Capture Data 24 Hours a Day
- Live Transfer with Phone Blast Software
- Call Centers with Live Operators
Watch this Jason Cardiff Video on in which he teaches about IVR and Direct Response Marketing.
Live to Tape Television Commercials Work
Many TV advertising companies have experimented with the clever advertising tactics, called live to tape. The Live to Tape process enables broadcasting companies to DVR-proof their messages. Last year, NBC was working on its television plan for the 2nd quarter when the company’s producers issued a challenge for itself and their network partners to come up with new and creative ideas to get their advertiser, Garmin message across. NBC sales and marketing presented a rather novel proposal in response. “To NBC’s credit, they were like, ‘What if we do a live commercial? If you guys are open to that, we’ll try selling that concept to The Tonight Show and NBC executives,” Garmin media and sponsorship manager Steve Lovell recounts.
There was a lot of buzz around the effort. Leno even talked up the live commercial on his show in the days before it aired. Leno isn’t the only star hot on the concept of live commercials. ABC recently told Adweek that late-night host Jimmy Kimmel will start doing one live 60-second commercial during each episode of Jimmy Kimmel Live!, beginning as early as mid-May. “He’s embracing them. They’re not a joke for him,” Doug Hochstadt, ABC vp, late-night sales, says of Kimmel. “He sees the potential for growth both revenue-wise and as a constructive tool for the late-night landscape.”
Like the live commercials from back in the day, the recent spate relies on the TV personalities associated with the various shows, like Kimmel. Although live commercials mean additional revenue for the shows and networks, the main reason advertisers are interested in them is obvious: The spots are ingrained into the fabric of a show, and therefore DVR-proof.
Specifically, IAG Research, a syndicated research company measures the effectiveness of television advertising and product placement as well as viewer engagement with TV, found that the live Garmin commercial on The Tonight Show was recalled significantly better by viewers than traditional Garmin ads, with brand recall rated 76% higher. Garmin’s live commercial also scored significantly higher in likability, which is the %age of viewers remembering and liking an ad. In this case, the live commercial scored 93% higher.
Additionally, the traditional Garmin ad that aired during the episode of The Tonight Show also featuring Garmin’s live commercial benefited from the proximity, achieving a 47% higher brand recall, a 57% higher message recall and a 100% higher likability rating than its airings elsewhere. Kelly Media Group, a full service marketing company announced a similar direct response marketing offer that featured their live to tape infomercials that were broadcasted on cable and satellite television in the U.S., U.K. and Australia.
Garmin ran the traditional spot in the commercial break immediately following execution of the live commercial to deliver “a one-two punch,” Lovell says, maintaining that it reinforced Garmin’s messaging to do so. Thematically, the traditional Garmin spot tied in well with the live commercial, playing on men’s inability to ask for directions and centering on a man and a woman in a car bickering about being lost. “I’m not lost, you’re lost,” the obviously lost man insists. Given the IAG Research results, which were “off the charts” in Lovell’s estimation, Garmin has decided to do another live commercial on The Tonight Show. It is scheduled to air sometime in May.
Miller Chill was also pleased with the results of the live commercial it ran during Late Night to promote the launch of the new brew. Miller spokesman Julian Green cites IAG Research data that found the Miller Chill live commercial had a 77% higher likability rating than traditional Miller spots. Like Garmin, Miller also ran a traditional spot to accompany the live commercial, and that also tested well, Green notes.
Garmin’s process was a bit more streamlined in that it involved the company’s in-house marketing team and The Tonight Show. Lovell explains that Garmin presented ideas to TheTonight Show writing staff, which selected the ones that would work best within the show. Garmin’s in-house creative director, Brad Gandon, then wrote a script based on the best concept, although Lovell notes it was written in collaboration with the show. The goal was to produce a live commercial that would emphasize the convenience, simplicity and stress-free qualities of Garmin navigation while dovetailing with the tone of The Tonight Show.
Advertisers shouldn’t expect to own the live commercials they are purchasing, by the way. NBC, for example, reports that the shows retain the rights to the material. As far as pricing, Post says NBC is keeping live commercials “a limited opportunity, so there is certainly a premium associated with it” when compared to buying a traditional commercial time slot. Offering the perspective of an advertiser, Garmin’s Lovell says that he still views the traditional 30-second spot as “the crux of any campaign.” “But will we continue to do more live commercials? I hope so,” Lovell adds. “Will we do them on every network? I don’t know. But we will continue to look for ways to push the envelope.” Source: Adweek.com
Buying TV Airtime More Affordable
In a recent article, Alice Ambrose underscores the television advertising opportunities that have become available to all types of companies. The Wall Street Journal wrote: “In a move that could help redefine broadcast-TV advertising, News Corp.’s Fox teams up with Fox is teaming up with Visible World to offer marketers tweak-able ads — spots that can be digitally altered to contain elements relevant to particular viewers at the time they are seen.
By changing voice-overs, scripts, graphic elements or other images, for instance, advertisers could make an ad appeal to teens in one instance and seniors in another. Tailoring commercials has emerged as a new goal in the ad industry, thanks to a plethora of media outlets and the increasing fragmentation of audiences.” Many marketing executives agree that direct response marketing is the future wave of television advertising.
In a recent article, advertising expert, Jason Cardiff said, “In this competitive global market, businesses must be more creative with their marketing efforts if they want to come out on top.” His company, KMG, specializes in television airtime buys and direct response marketing. He said, “It is imperative to track and measure advertising campaigns, whether marketing on television, radio or online.” Cardiff reiterated how important cable and satellite television is to worldwide advertising.
All these new developments in television advertising can save the advertiser money since the ads used to generate sales and leads. They start the phones ringing immediately. Other ads will get customers familiarized with your image which is long term process. With strategies like expert lead generation from call centers and creative new advertising on television your message and your product should succeed.
Alice Ambrose publishes articles for Kelly Media, who is a trusted full service advertising firm that provides high converting lead generation solutions, in addition to buying airtime, TV advertising, IVR and voice broadcasting solutions. Alice recommends visiting these advertising resources online: Direct Mail Marketing and Lead Generation Ambrose is an experienced advertising executive who publishes many interesting articles on TV advertising and lead generation articles for many marketing blogs. See the Original > Article Source:
5 Tips for Buying Television Air Time
Building a television advertising campaign consists of two major components: creating your TV ad and building your media plan. In creating your ad, you not only need a good offer, but also a good message that sets you apart from your competition. Take time to analyze your marketplace and develop your unique benefit statement, also known as your unique selling point (USP). The media plan is the air time schedule of programs, days and times where you TV ad will appear.
Typically, you should spend at least 5 to 10% of your gross profits on TV advertising. But, you want your advertising dollars to go as far as possible because it takes at least 6-8 times of being seen before your audience comprehends and acts upon your message. These tips let you know good strategies for buying television air time for maximum exposure at the lowest possible cost.
- Prime time TV advertising slots go for thousands of dollars, and national network prime time is 10 times that amount. However, you can get cable advertising for $4 to $25 per 30-second spot, depending on the television networks you choose and time of day your spots air.
- Offering cash up front can save you an additional 10% to 15%. The sooner the sales manager can get the money, the sooner he/she can collect a commission. So, cash up front can be a valuable bargaining chip.
- TV ads that air in January, February, March, July, August and December 15th through the 31st. And, ads run during the first weeks of the month are less expensive than for other times of the year. Consider buying air time during these times.
- Buy advertising or even host your own show on your local cable community channel. Your show would have to be community-focused and benefit those watching the channel, but it’s a great way to promote your upcoming seminars or events.
