HPM Founder Featured in National Trade Magazine - 1265777100
Op-Ed Column Contrasts Pay-Per-Lead, Pay-Per-Sale Ad Campaigns
PHOENIX (Feb. 9, 2010) — The February issue of Response magazine, a leading publication for the direct-marketing industry, features a column by Higher Power Marketing founder Peter Feinstein that offers unique insight about how to structure a per-inquiry (PI) advertising campaign.
A PI campaign places ads at no charge to the client; instead, the client pays for responses. HPM has relationships with media outlets across the country and access to their unsold inventories of ad space or time. It places a client’s ad in those spots until an agreed-upon number of responses is reached. This allows the client 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.
“I was deep in conversation with a prospect a few months back when our talk turned to the real nuts and bolts of a PI advertising program,” says Feinstein, president and CEO of HPM. “He asked me a question only two other prospects or clients had asked me in nearly 10 years: ‘Would media outlets prefer to receive a higher bounty for a sale or a lower payout on a lead?’”
Feinstein’s column answers that question, offering contrasting scenarios to show why one is better than the other. You can read his explanation at http://bit.ly/9xtcvk .