Does your product live up to your advert?

Great advertising is essential to the marketing of your product. An experienced DRTV agency will 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 brand and company. For example, imagine if a DRTV spot has great 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/web 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 looses instant credibility. In other words, if your customer service and your after-sale support do not live up to the claims made in your advertising you’re setting yourself up for failure. 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 ideal, it might be a better idea to tone down your DRTV campaign as well.