Does your product live up to your advert?

Great advertising is essential to the marketing of your product. An experienced DRTV agency can produce a first-rate campaign for you, however if your product does not live up to the claims made in the advertisement, it can actually work against your product and company. For example, imagine if a DRTV spot has well presented demonstrations, a great call to action and constant assurances that the customer service is nothing less than perfect. This type of creative will motivate the viewer to call or log on to the number/email address displayed on the screen and place an order. When the order is placed a representative will collect the consumer’s information and send out the product to them. If for some reason the customer is not happy with the product or if the product is faulty, they will want to return it or get it exchanged.

Now, if even one of the above steps does not work smoothly, the campaign will lose credibility. In other words, if your customer service and your after-sale support does not live up to the claims made in your advertising you're being set up for failure. Hence it is very important to evaluate not only your product, but also your customer support system, shipping & logistics, as well as the complaints department. If any of these are not quite ideal, it might be a better idea to tone down your DRTV campaign as well.