"Pay Only Results" Radio Advertising

There is a simple way to use "No Results, No Pay" radio advertising and build traffic for your website. Below is information on how to do this form of radio advertising.

Understanding "PIA" - Per Inquiry Advertising

Radio has a unique advertising format known as "PIA" or per inquiry advertising. "PIA's" main benefit is that your commercial is aired and you ONLY PAY for inquiries phoned into the station from listeners. Inquiries are in the form of callers asking for more information. The radio station counts each caller, and re-directs them to your web site address.

How To Start a "PIA" Campaign

Find a good directory of all commercial radio stations where you intend to advertise. Other online resources can be found by searching for keywords like "Radio Directories." Alternatively, visit your library and in the references section ask for the Yearbook of Independent Local Radio Stations.

Note details such as:

Programming and schedules

Listener profiles . . .

Decide on Strategy and "Wanted Response"

Before you contact the 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 attract 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.

Use Your Strategy To Build A "PIA" Proposal

Two goals in this step:

Make it as easy as possible for the station to schedule your commercial.

Negotiate the lowest Per Inquiry cost during the best advertising time slots.

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 the ad manager by e-mail or regular mail. In your letter :

Inform them this is a "PIA" Per Inquiry advertising proposal

Inform them you of what you are trying to achieve, refer to your strategy

Detail your product/service prices and how much you will pay for each inquiry

If your "Wanted Response" is not selling a product, you must pay for inquiries out of your own pocket. Negotiate a intelligent cost per inquiry. Explain how you will handle all the administration. For instance writing the commercial Outline, handling product fulfillment, dealing with refunds and product support questions.

Depending on your negotiation skills and size of Radio station you might be able to work a deal where you only pay for Converted Inquiries. This is practically FREE advertising, because you only pay for referrals once a sale is made !

How To Deal With Radio Ad Managers

If you do not hear back within a few days, call the station. Commercial radio is a busy environment. Be prepared to explain yourself and answer questions quickly and clearly. Radio ad managers are always looking for advertisers. That is their job and advertising fees are the lifeblood of Commercial Radio. However, "PIA" is not the only money earner for stations, so be prepared for a polite but cool reception. If this happens, select another station and start the process again. The rewards of a successful "PIA" campaign will pay back your effort many times over.

The Commercial Ad

Write your commercial's outline to maximize your "Wanted Response." Write the outlines for at least two 30 second, and two 60 second commercials. Writing commercials for broadcasting is very different to writing ad copy for printed media. However, stations will help you by taking your outlines and turning them into finished commercials for a fee. Alternatively, if your copy writing is good and you have time to tweak it for broadcasting, then do it yourself. Listen to the station's ads, jingles, and catch phrases and pre-record your own following a similar model. Ask objective people to listen to your ad and give you critical feedback.

When recording for radio you may or may not want to use your own voice. Radio stations have "Voices" to record your commercial for a fee before it goes on air. They also have royalty free music to include with your ad. Make your commercials memorable, with clear contact information for listeners to follow up on. When such ads go on air during relevant programming, you can generate considerable traffic.

Radio is often overlooked by online advertisers, but it can bring good results depending on your "Wanted Response" and at a surprisingly low cost. Ad Managers are tasked with maximizing revenue for the broadcaster. They are flexible and as long as you demonstrate a financial benefit to the station, they will listen to your "PIA" proposal actively. This is good news for you because for minimal outlay and sometimes for free you can drive quality traffic to your site, product and services. "PIA" is the lowest cost form of broadcast advertising. Make this a new part of your overall advertising strategy.