Companies Blow Budgets on Super Bowl Bombs; Smart Advertisers Earn Their Touchdowns a Few Yards At a Time: Introducing Smart Advertising from Higher Power Marketing

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Companies Blow Budgets on Super Bowl Bombs. Smart advertisers earn their touchdowns a few yards at a time. Wouldn't it be better to have lower costs and a guaranteed ROI? Introducing per-inquiry advertising (PI), a form of direct-response marketing in which the advertiser receives free ad time and/or space and pays only for results.

We do not do creative for the sake of being creative. We are direct-response oriented.

They're coming, as they do every year, like the swallows to San Juan Capistrano, Calif., or, in a many cases, like the buzzards to Hinckley, Ohio. The Super Bowl ads, an orgy of excess that -- like the games they surround -- usually offer more hype than substance. Hpowermarketing is introducing a new approach to advertising.

Some of the Super Bowl ad scripts are clever, even inspired. Almost all are expensive. And the cost for the airtime is outrageous. Occasionally, an advertiser scores a touchdown, as Apple Computer did with the iconic ad introducing Macintosh. But most either flop completely or entertain the viewers but leave them wondering what was being advertised.

Why do companies pay outrageous costs for Super Bowl airtime when the chances for return on investment (ROI) amount to a crapshoot? Is this good business or executive ego?

Wouldn't it be more effective to have lower costs and a guaranteed ROI?
Introducing per-inquiry advertising (PI), a form of direct-response marketing from Higher Power Marketing in which the advertiser receives free ad time and/or space and pays only for results. In return, the advertiser gives up control of where and when the ads will run.

Agencies that offer PI have relationships with media outlets -- radio, television and print -- and access to their unsold inventories of ad time and space. The agency acquires the rights to the unsold time and/or space and places clients' ads as it becomes available.

Advertisers pay only for qualified responses. What constitutes a response is negotiated between client and PI advertising agency. Packages can be structured for a variety of results: per inquiry (any response), per lead (name and contact information) -- even per sale.
PI - also known as cost-per-lead, pay-per-lead or cost-per-action -- appeals to companies that would benefit from receiving qualified leads and want to establish stable costs per lead within their business plans.
"We give clients rock-solid numbers they can count on for lead generation," says Peter Feinstein, president and CEO of Higher Power Marketing, an Arizona advertising company and leader in PI advertising. "The client makes money; the media outlet makes money; and we make money. Everybody wins."

Feinstein calls it risk-free advertising and is willing to put his money where his mouth is, offering a money-back guarantee. HPM agrees to generate a specific number of inquiries during the course of each campaign. If it fails to produce the number promised, it will refund the client's money for the unproduced leads, less production costs and a 20 percent commission.

Debbie Combs, co-owner of Phoenix-based Premier Team International, says HPM's per-inquiry approach has helped her company reach the potential customers it wants.

"What's cool is that these are people who are serious," Combs explains. "When we call them back, they're waiting for our call. It's just a high-quality lead." The result? "It's brought up our client base by at least 50 percent," Combs says.

PI agencies such as HPM work with clients from start to finish -- creating ads, tracking response and handling fulfillment.

"We have professional copywriters that literally do nothing but write ads specifically focused on producing results," Feinstein says. "We do not do creative for the sake of being creative. We are direct-response oriented."

Which brings us back to those Super Bowl ads.

"We are doing creative to produce measurable results -- to sell products," Feinstein says. "We want the client spending their money for lead generation, not fancy, flowery ads that don't produce results."

For more information, contact Peter Feinstein at 480-837-3580. He also is available to talk about connecting with customers and creating and using performance-based advertising to grow a business.

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