ADVERTISING AND GENERATE NEW WEBSITE TRAFFIC

ADVERTISING AND GENERATE NEW WEBSITE TRAFFIC
BY: CHARLES KANGETHE



here's a simple way to use "no results, no pay"
RADIO ADVERTISING AND BUILD TRAFFIC FOR YOUR
website.


STEP #1 - UNDERSTANDING "PI" - PER INQUIRY
advertising.


RADIO HAS A UNIQUE ADVERTISING FORMAT KNOWN AS
"pi" or per inquiry advertising.

"PI'S" MAIN BENEFIT IS THAT YOUR COMMERCIAL IS
aired and you only pay for inquiries phoned into
the station from listeners !

inquiries are in the form of callers asking for
more information.

the radio station counts each caller, and
re-directs them to your web site address.

step #2 - how to start a "pi" campaign.

FIND A GOOD DIRECTORY OF ALL COMMERCIAL RADIO
stations where you intend to advertise.

SOME SAMPLE INTERNET RESOURCES :

http://www.mediauk.com - uk

http://www.web-radio.fm - usa

HTTP://WWW.RADIODIRECTORY.COM - INTERNATIONAL

other online resources can be found by searching
FOR KEYWORDS LIKE "RADIO DIRECTORIES."

alternatively, visit your library and in the
REFERENCES SECTION ASK FOR THE YEARBOOK OF
independent local radio stations.

NOTE DETAILS SUCH AS :

· ad manager's names,

· telephone numbers,

· E-MAIL ADDRESSES

· programming and schedules

LISTENER PROFILES:

· age,

· income,

· SEX,

· location.

STEP #3 - DECIDE ON STRATEGY AND "WANTED
response."

BEFORE YOU CONTACT THE RADIO STATIONS, BE CLEAR
on strategy, goals and have your draft
commercials in outline.

* are you advertising a product offer at your
website ?

specify product details fully to avoid paying
for "tyre kicker" inquiries.

* is your "wanted response" to build an opt-in
list ?

decide how you will entice visitors to your web
site. will you offer freebies, or a competition
OF SOME SORT ?

* are you advertising for market research
PURPOSES ?

tell listeners how and why they should
PARTICIPATE.

* decide how much you are prepared to pay per
INQUIRY.

step #4 - use your strategy to build a "pi"
PROPOSAL

two aims in this step :

· MAKE IT AS EASY AS POSSIBLE FOR THE STATION
to schedule your commercial.

· negotiate the lowest per inquiry cost during
THE BEST ADVERTISING TIME SLOTS.

keep in mind :

· LISTENER PROFILES YOU WANT TO REACH.

· times you want your advert to go on air.

· which commercial will best deliver your
"WANTED RESPONSE".

write to the ad manager by e-mail or normal
MAIL. IN YOUR LETTER :

· introduce yourself.

· inform them this is a "pi" per inquiry
ADVERTISING PROPOSAL.

· inform them you of what you are trying to
achieve, refer to your strategy.

· DETAIL YOUR PRODUCT OR SERVICE PRICES AND
how much you are considering paying 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 KEEN COST PER INQUIRY
!!

* explain how you will handle all the
ADMINISTRATION

for instance writing the commercial outline,
HANDLING PRODUCT FULFILMENT, DEALING WITH
refunds and product support questions.

DEPENDING ON YOUR NEGOTIATION SKILLS AND SIZE OF
radio station you might be able to work a deal
where you only pay for *converted inquiries*.

this is practically *free* advertising, because
you only pay for referrals once a sale is made !

step #5 - how to deal with radio ad managers

IF YOU DO NOT HEAR BACK WITHIN A FEW DAYS, CALL
the station.

COMMERCIAL RADIO IS A BUSY ENVIRONMENT. BE
prepared to explain yourself and answer
questions quickly and clearly.

radio ad managers are always looking for
advertisers. that is their job and advertising
FEES ARE THE LIFEBLOOD OF COMMERCIAL RADIO.

however, "pi" is not the only money earner for
STATIONS, SO BE PREPARED FOR A POLITE BUT COOL
reception.

IF THIS HAPPENS, PICK ANOTHER STATION AND START
the process again.

THE REWARDS OF A SUCCESSFUL "PI" CAMPAIGN WILL
pay back your effort many times over.

STEP #6 - THE COMMERCIAL AD

write your commercial's outline to maximise your
"WANTED RESPONSE."

write the outlines for at least two 30 second,
AND TWO 60 SECOND COMMERCIALS.

writing commercials for broadcasting is very
DIFFERENT TO WRITING AD COPY FOR PRINTED MEDIA.
however, stations will help you by taking your
outlines and turning them into finished
COMMERCIALS FOR A FEE.

alternatively, if your copy writing is good and
YOU HAVE TIME TO TWEAK IT FOR BROADCASTING, THEN
do it yourself.

LISTEN TO THE STATION'S ADS, JINGLES, AND CATCH
phrases and pre-record your own following a
similar model. ask objective people to listen to
YOUR AD AND GIVE YOU CRITICAL FEEDBACK.

sidebar

when recording for