So What Is A Lead Guarantee?

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Cumulus says it’s launching a program that will guarantee local advertisers a minimum number of Engaged Potential Customers — listeners who have contacted the business as a result of the media campaign the local radio station ran which must include radio and digital.

And although CEO Mary Berner did not say this directly on the company earnings call Tuesday, a Cumulus press release states that “Should the program not deliver the guaranteed results, the business will receive free advertising.”

Berner said the program was designed so the likelihood of not delivering for the client is less than 2%. She also says that when you add another medium, like digital, to radio’s 10:1 return on investment, there is a lift of 10%.

The new Cumulus guarantee program was announced Tuesday by Dave Milner and Bob Walker, the EVPs of Operations of Cumulus Media’s Radio Station Group. Milner said, “We are delivering a hyper-efficient brand building and customer generation program all in one. We’ve known all along that we can be an advertiser’s one-stop shop for results; now we guarantee it.”

The EPC Guarantee will launch in 65 Cumulus markets later this month, in the Home and Professional Services categories, and will be available in all 90 Cumulus markets in 2019.

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