Make Marketing Dollars Count With New Per-Inquiry Advertising Solutions From Higher Power Marketing

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New per-inquiry advertising solutions enable clients to track return on investment. Higher Power Marketing, a Phoenix-based advertising agency, is introducing a solution for marketing managers who need to justify their spending. HPM's systematic approach to converting an expense line item into a predictable investment that provides an ROI could pay off for any small business.

We make the phone ring with qualified leads, or we persuade potential customers to visit a Web site

When business is down and management needs to cut costs, marketing and communications are often the first targets. Why? Because every dollar counts, and it's often tough to quantify the return on investment (ROI) in those areas. Higher Power Marketing, a Phoenix-based advertising agency, is introducing a new solution for marketing managers who need to justify their spending.

HPM specializes in per-inquiry advertising (PI) - also known as pay-per-lead (PPL) or direct-response (DR) advertising. The agency has relationships with media outlets across the country - radio, television, print and mobile media - and access to their unsold inventories of ad space or time. A PI campaign puts ads in those spots at no charge to the client; instead, he or she pays for responses to the advertising. The client's ad runs until the agreed upon number of responses is reached, allowing him or her to establish a stable, predictable cost per lead (CPL) - without the burdensome and unpredictable expense usually associated with buying advertising - a crucial benefit when money is tight.

What qualifies as a response is negotiated between each client and HPM. Packages can be structured for a variety of results: per inquiry (any response), per call or Web inquiry, per lead (name and contact information) - even per sale.

"Clients that would benefit from our services are those that would benefit from receiving qualified leads and want to establish a stable cost per lead within their business plan," says Peter Feinstein, the agency's president and chief executive officer. "We give clients rock-solid numbers they can count on for lead generation in exchange for the flexibility in when and where the ads run."

The emphasis on results appeals to clients who care about how well their advertising works, not necessarily when or where it runs. "The client makes money; the media make money; and we make money," Feinstein says. "Everybody wins."

Feinstein calls it risk-free advertising and is willing to put his money where his mouth is. HPM not only is one of the largest players in PI advertising, but also one of just a few that offer a money-back guarantee. The agency agrees to generate a specific number of inquiries during the course of each campaign. If it fails to produce the number of inquiries promised, it will refund the client's money for the unproduced leads. Of course there are some details and restrictions best discussed one on one, but the bottom line is that HPM's clients enjoy a relatively risk-free way to generate a guaranteed ROI from their advertising.

By focusing on response, HPM converts a traditional expense item into a revenue-producer for its clients.

Higher Power Marketing works with clients from start to finish.

"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."

The result? "We make the phone ring with qualified leads, or we persuade potential customers to visit a Web site," Feinstein says.
And this is trackable advertising. Higher Power provides exclusive toll-free numbers and Web addresses for potential customers to respond.

When that direct response comes, the PI advertising agency is ready with a turnkey solution for clients. It handles the call center services and details, from obtaining toll-free numbers to scripting; from testing the call center systems for functional operation to training the people who will be answering.

To make things even easier for clients, the agency arranges fulfillment solutions as well.

Good for Non-Profits
Feinstein believes the non-profit sector could benefit from pay-per-lead advertising as well. "If they are spending money to generate donations, our system would be an ideal way for them to generate revenue and have absolute certainty that they would not overspend to get the results," he says.

That's the key: HPM's systematic approach to converting an expense line item into a predictable investment that provides an ROI could pay off for just about any small business or non-profit organization interested in growing its business without the usual risks in advertising. For more information about the new per inquiry advertising solutions, Contact Higher Power Marketing today.

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