At the DRTV Media blog, we strive to educate and inform our readers with the latest techniques and best practices for Direct Response TV and Direct Response Radio. At our Direct Response TV-Radio Media Agency, we coach, consult and grow our client's businesses every day with our vast experience and best practices. The bottom line - your lead cost must convert into your allowable or cost per acquisition (CPA) model.
Today we will talk about call routing and the need for 24/7 live agents. You see...for a media outlet (TV station/Radio station) to run your commercials on spec (pay only for calls), they need to believe that they are maximizing revenue for their unsold inventory. If you only pay for calls during regular business hours then you are leaving calls (money) on the table. We recommend that your call center hours run from 7AM ET to 11PM ET to be open long enough to serve Mountain and Pacific time zone viewers and listeners. Or simply reverse it if you are located in the western time zones. (6A PT-8P PT). Recently we cancelled a campaign due to too many dropped calls after 8PM ET. That's 5PM PT! A payday loan lead needs a job, so they are likely to call in the evening. Student loan leads, too! We also recommend that your overflow calls and after hours calls also get answered by live agents. There are many alternatives including overseas call centers - but hardly anyone leaves voice mail, so those after hours calls amount to lost revenue.