Per-Inquiry Marketing Boosts Two New Clients - 1195107180
Ad Agency Higher Power Marketing Sees Revenue Growth of 29 Percent
PHOENIX (Nov. 14, 2007) — Per-inquiry (PI) advertising firm Higher Power Marketing (HPM) is celebrating the success of two new clients: Premier Team International Inc. and Marriage Builders Inc. Buoyed by these and other clients, HPM’s revenue growth is up about 29 percent from last year.
Premier Team International (http://www.freedom22.com/), which markets a system for people wanting to work at home, has seen its response rate grow during the past year to 700-to-900 leads per week.
Marriage Builders (www.marriagebuilders.com), which offers couples counseling, signed on in September for a nationwide PI radio campaign. “We have very high expectations, and hopes for them developing into one of our largest clients,” says Peter Feinstein, HPM’s president and CEO.
The key to PI – a form of direct-response advertising also known variously as cost per lead (CPL), pay per lead (PPL) or cost per action (CPA) – is that the client receives free ad time and space while paying only for results.
HPM has relationships with media outlets across the country – radio, television, print, Internet and billboards – and access to their unsold inventories of ad space. The agency acquires the rights to the unsold time and/or space for its clients, which pay only for qualified responses.
Debbie Combs, co-owner of Phoenix-based Premier Team International, says HPM’s per-inquiry approach has helped her company reach the markets 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.
Marriage Builders is undertaking a nationwide PI radio campaign focused solely on lead generation. “They’re not counting on us to make sales, just to make the phones ring,” Feinstein says. “That’s perfect from our perspective, and from our media partners’ perspectives, because it’s all about generating leads.”
Ernie Hemple is a partner in Salt Lake City-based Rich Life Now, the agency that markets Marriage Builders. He likes PI advertising with HPM because: “We only pay for performance, and we’re getting a very good response.”
Hemple appreciates what Feinstein brings to the table in terms of experience and industry relationships. “Peter does something that takes a lot of work, planning and managing,” he says. “Not very many companies are able to do what Peter does. He’s probably the best.” Feinstein, in turn, appreciates a philosophical synergy between HPM and Marriage Builders.
“Not only do they bring a lot of business, they also help us fulfill one of our missions – helping people by bringing relief to their pain and suffering,” he says.
HPM’s PI strategy allows companies to boost business without the usual risks associated with advertising. A client can establish a stable, predictable CPL within its business plan, assuring a positive return on investment (ROI). HPM’s emphasis on PI and CPL results appeals to clients who care about how well advertising works, not necessarily when or where it runs.