Charles Kangethe (c) Copyright 2004

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 station from listeners !

Inquiries are in 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 references section ask for 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 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 station to schedule your commercial.

* Negotiate lowest Per Inquiry cost during 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 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 administration

For instance writing commercial Outline, handling product fulfilment, dealing with refunds and product support questions.

The "digital revolution" has changed all that. Printing machines are now available that can print directly on both indoor and outdoor grade vinyl in stunningly beautiful full color. That means a graphic designer can take same files she uses for her client's magazine ad or company brochure, blow them up, and print them directly on a very durable piece of vinyl.

As a result, catalog of available vinyl materials has exploded in last three or four years, and printing process has been perfected to point where you can now print a beautiful full color image on a piece of virtually un-tearable vinyl with durable inks that will not weather or fade for many years.

This opens up many possibilities for marketers, designers, trade show exhibitors, retailers, special speakers, and event planners. Vinyl banners have several distinct advantages over almost any other advertising medium.