To keep a top DRTV campaign at the top...
DRTV is going great guns in today’s advertising world. A good DRTV campaign can be a gold mine for a product. Calls can literally pour in. But it is important to remember that every piece of the product sold is not necessarily because of the 800 number. Nor is a successful campaign merely a record of the number of pieces sold by direct calls placed by the viewers.
A good DRTV also induces sales by other means. For example, a DRTV campaign is an effective tool for driving retail sales. This campaign is useful because it uses the idea of memory and recognition. Consumers are shown a product via television and they become familiar with that brand, so when they are out shopping at their chosen retail location they are more likely to purchase the brand that they have seen on TV and that is more known to them. Advertisers also motivate this process by providing “As Seen On TV” signage for the displays that house the products and write this message on the product packaging. Another area that will benefit from a well planned DRTV campaign is internet sales. By placing the web site address in an effective and strategic manner in the commercial, it is possible to induce the viewer to visit the website and subsequently purchase a product.
Upsells also help push up the profits of a product. When a caller has placed an order, they can be offered related products or additional units, often at a discount. An add-on product is something that will enhance the present product or is a better, upgraded version of it – these add significantly to the original profit on a product. Since upsells are executed at the time of ordering and are not part of the commercial itself, they are extremely easy to modify and test.
Continuity programs are also very important where, with the permission of the purchaser, a set of products or replenishments are scheduled to be automatically shipped over a period of time. The income potential of continuity programs are tremendous and wherever possible should be integrated into the overall DRTV campaign.
A good DRTV also induces sales by other means. For example, a DRTV campaign is an effective tool for driving retail sales. This campaign is useful because it uses the idea of memory and recognition. Consumers are shown a product via television and they become familiar with that brand, so when they are out shopping at their chosen retail location they are more likely to purchase the brand that they have seen on TV and that is more known to them. Advertisers also motivate this process by providing “As Seen On TV” signage for the displays that house the products and write this message on the product packaging. Another area that will benefit from a well planned DRTV campaign is internet sales. By placing the web site address in an effective and strategic manner in the commercial, it is possible to induce the viewer to visit the website and subsequently purchase a product.
Upsells also help push up the profits of a product. When a caller has placed an order, they can be offered related products or additional units, often at a discount. An add-on product is something that will enhance the present product or is a better, upgraded version of it – these add significantly to the original profit on a product. Since upsells are executed at the time of ordering and are not part of the commercial itself, they are extremely easy to modify and test.
Continuity programs are also very important where, with the permission of the purchaser, a set of products or replenishments are scheduled to be automatically shipped over a period of time. The income potential of continuity programs are tremendous and wherever possible should be integrated into the overall DRTV campaign.
posted by direct-response-television at 3:07 AM
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