Direct Response Television

Direct Response media buying

2007-09-11T07:27:00.000-07:00

DRTV is based on using TV infomercials or spots to permit or encourage consumers to directly respond to the advertiser.

There are several steps to a successful DRTV campaign. One of the most important steps is media buying. DRTV media buying refers to the strategic planning, negotiation and buying of television time. A good media buying agency helps determine the advantages and disadvantages of various television channels for your products or services.

The cost of media buying depends on factors like whether it is cable or local broadcast stations, time slot for the target audience, frequency of broadcast, whether it is long form or short, etc. Most good media buyers can strike a very good deal with channels for advantageous time slots.

Buying media is usually the biggest expense in a Direct Response campaign, so it is very important to have an expert media buyer. With reasonable terms and fees, a media buyer can make life a lot easier and less complicated by taking the nitty-gritty of number crunching off your back. The right buyer will aim for your infomercial to be viewed by the highest number of target audience at the lowest possible cost.

Find out more about media buying for DRTV.

Direct response television

2007-08-20T08:42:00.000-07:00

Direct response television (DRTV) is an excellent vehicle for marketers to utilize for selling product and services directly to consumers. Both companies from Fortune 1000 as well as entrepreneurs have found DRTV to be very effective. Direct TV is made up of short ads, which generally last 60 to 120 seconds, and long form DRTV, often called infomercials. DRTV works best for products that appeal to a broad audience and are highly demonstrable.

One of the keys to a successful DRTV campaign is a media buyer. This media buyer will have the knowledge and ability to buy the best stations and time periods, at the right price to make your DRTV campaign as successful as possible. The U.S. has approximately 2,000 TV stations and hundreds of cable and satellite networks. A knowledgeable infomercial media buyer will guide you in choosing the best station that will attract the target audience, for your product or service. These media buyers will help you maximize your profits with your DRTV campaign.

Infomercial Marketing & Media Buying

2007-07-23T05:58:00.000-07:00

Infomercial Marketing is one of the most powerful marketing channels around, because everything can be tracked and optimized to improve campaign ROI. With infomercials your product or service becomes differentiated and breaks free from clutter. As a result, response is greater and sales dramatically increase because the viewer is being both educated and involved.

A major part of Infomercial Marketing is Media Buying. Media Buying can be described as the systematic negotiation, planning and purchasing of television time to broadcast an infomercial (both long form 28 minutes and short form :30, :60, :120 seconds). This is a specialized skill, which requires knowledge of the target demographic, consumer behavior, the media market, and the criteria used to measure the value of TV and radio programming. It is important to match the right schedule with the product/service target demo before the airing of a campaign. This is done by using historical data and analysis as well as research tools such as Scarborough and MRI.

Advanced Results Marketing is a one stop shop for effective Infomercial Marketing, Media Buying, Creative Production as well as all backend service that are need for the campaign (customer service, fulfillment, trafficking and telemarketing). Advanced Results Marketing (ARM) is a national Direct Response Marketing and Advertising Agency established to bring Direct Response marketing services to traditional advertisers. This mass communication tool is used to produce real ROI based results for products and services.

Media Buying for DRTV

2007-07-16T04:56:00.000-07:00

There are several steps to a successful DRTV campaign. One of the most important steps is media buying. DRTV media buying refers to the strategic planning, negotiation and buying of television time. Once the buy is placed and the media airs all the results are traceable and can be optimized in real-time. Every airing is tracked by networks and daypart and is evaluated on a cost per leads/order basis. If results are found to vary from the client’s campaign goals, revisions to the schedule can be made mid-stream. A media buyer will be able to revise the schedule based upon 1^st week results to bring the CPL/CPO to the goal level.

Direct Response media costs about 60% less than traditional advertising and is a great benefit for small time entrepreneurial companies as well as fortune 100s. The cost for each airing vary in price depending on the market it will air in (local cable), if it will be a national airing, or if it is a national/local split (where the commercial will run nationally, but will be covered up in some of the larger markets). The daypart also impacts the cost since prices will be higher for prime time airings (7p-8p) due to a higher viewership, than overnight (2a-5a). Costs also greatly vary between long form and short form placements.

Taking the costs into account, a media buyer’s goal is to provide a media schedule that maximizes the amount of people who see or hear the advertisement within the target market. Experienced media buyers are able to achieve these goals by maintaining relationships with the networks and negotiating with them for advantageous time slots and additional bonus placements

Find out more about media buying for DRTV.

DRTV for travel resorts

2007-06-28T02:15:00.000-07:00

Although DRTV has mostly been used for household, health and beauty, and utility products, more and more uncommon entrants are making their presence felt in the DRTV scene now. Holiday resorts are a fine example of this recent phenomenon.

As direct response airtime costs up to 70 percent less than standard airtime, it is the most efficient way to reach across to travelers nation-wide. And it is possible to assess the effectiveness of a campaign early on. The results are measurable and if a particular campaign does not get the phones ringing, it can immediately be pulled down, set to another time slot or aired on a different, more relevant network. Also, now customers watch the direct response adverts, and right away can pick up the phone and make their own bookings.

DRTV for sales, marketing and brand building

2007-06-21T04:38:00.000-07:00

DRTV is typically a commercial, short form (between 30 and 120 seconds) or long form (half an hour), featuring a highly demonstrable product that has mass appeal is a solution to a common problem, and provides a toll free number so that interested viewers can place an order for the same.

The biggest advantage of DRTV is that prospective customers can purchase your product almost as soon as they see it. This is a big advantage in today's world where brand recall is a major issue and companies have to literally pour time and money to make their brand more visible. From kitchen gadgets to insurance policies, DRTV is full of success stories both for established companies and entrepreneurs. DRTV today not only helps direct selling, but also in brand recall and retail distribution and sales.

DRTV Media Buying Agency

2007-06-04T06:01:00.000-07:00

If you are planning on investing in a DRTV campaign, remember that a very important part of running successful Direct Response is media buying. Media buying at its simplest is the systematic planning, negotiating and buying of television time for the airing of short form / long form infomercials. A media buyer will use historical data and research in order to put together a media plan that will most effectively and efficiently achieve your campaign goals.

Buying media is usually the biggest expense in an advertising campaign; however with Direct Response you will be able to save up to 60% off of traditional rate card pricing. With reasonable terms and fees, a media buyer can make life a lot easier by monitoring your campaign and optimizing your media to meet your goals. The right media buyer will aim for your infomercial to be viewed by the highest number of target audience members at the lowest possible cost.

DRTV for marketing in travel industry

2007-05-22T01:24:00.000-07:00

Although traditionally, DRTV has been used by manufacturers of products like home appliances, health and beauty, etc. Today, more and more diverse services and businesses have woken up to the huge potential of DRTV advertising.

The travel industry is taking advantage of the fact that DRTV has a wide reach, can be used for branding, and yet is significantly less costly than traditional advertising. Unlike traditional DRTV advertisers, travel companies benefit by generating leads for room bookings, holiday packages, shows and events, etc. Holiday resorts and travel companies are including DRTV as part of their marketing campaign and reaping the benefits in a big way.

Your product may be perfect for DRTV

2007-05-10T03:00:00.000-07:00

Direct Response Television

If you have a new product to market and want to effectively target your demo at a substantially reduced cost, than DRTV will be able to achieve these goals better for you than traditional advertising.

What kind of products do well in DRTV? The best products are those that are unique, demonstrable, and appeal to the masses. Beauty & personal care products, health & fitness products and household gadgets are the most commonly featured in DRTV. An immediate, transformational result or a great demonstration always grabs the viewers’ attention.

For example, a “miracle” hair straightener has a better chance of attracting viewership because it is very demonstrable and shows a dramatic difference than a self-help book that will improve your personality gradually. Items that are tailored to a very niche audience also tend not to do as well on direct response television than ones that can appeal to members of every household. An example of this is the One Touch Can Opener, this item has had great mass appeal because every person has had to open a can in their lifetime, as opposed to a special brush for horses that is tailored to a very small section of the market who ride or have horses.

Whatever your product, make sure you consult an agency that specializes and has had a vast amount of experience in DRTV. Then you can let them handle the work and start raking in the profits!

Direct Response Television

DRTV Media Buying Agency

2007-04-30T02:32:00.000-07:00

If you are planning to invest in a DRTV campaign, remember that a very important part of running a successful Direct Response campaign is media buying. Media buying at its simplest, is the systematic planning, negotiating and buying of television time. A media buyer is an executive or consultant who will help you do this.

Direct Response Media is very cost effective and provides a 70% saving off of traditional rate card pricing. Agencies who are able to purchase media in bulk are also able to pass along the cost savings to their clients. With reasonable terms and fees, a media buyer can make life a lot easier by providing expert analysis and recommendation based upon a database of historical data and research. The right buyer will provide you with the right mix of networks and daypart ranges to reach the highest number of your target audience at the lowest possible cost.

Direct Response commercials | Media Buying | DRTV Infomercial | DRTV Marketing | Short form DRTV | Short Form Commercials | Infomercial Media Buying | Direct Response Television | DRTV travel & tourism industry

DRTV Advertising works for you!

2007-04-12T02:28:00.000-07:00

Direct Response TV creates innovative advertising and marketing programs that effectively use integrated direct response channels to acquire new customers and sell products directly to consumers for leading national clients.

DRTV can be the most effective medium for your product or service. By purchasing wide dayparts on various national cable networks, you will be able to reach a wide variety of viewers and target your consumer demographics. With many national cable networks available, it is possible to reach virtually any audience segment whether it is children, teens, hobby enthusiasts or even boomers. In addition to national cable, direct response buys can be made on local cable networks as well.

Traditional advertisers measure the effectiveness of their advertising campaigns by comparing the audience rating points delivered against their audience rating point objectives. DRTV is much more accountable. With DRTV, it doesn't matter how many people see your spot unless the phones ring with inquiries and orders. And with DRTV, you can monitor your cost per order or lead on a daily basis and adjust your offer, creative and media buys accordingly.

What is Infomercial Production? | What is Media Buying? | What is a TV Infomercial? | What is DRTV Marketing? | What is Short form DRTV? | What is Short Form Commercials? | What is Infomercial Media Buying? | What is Direct Response Television? | DRTV in the travel & tourism industry

Direct Response commercials

2007-03-23T02:09:00.000-07:00

Direct Response commercials are looking to get an immediate response from viewers, usually by enticing him/her to pick up their telephone or visit a website. DRTV short form commercials can be :30, :60 or :120 seconds in length. The creative begins by displaying a problem then provides the product/service being advertised and shows how it solves this problem. Various product/service benefits are also presented to motivate the viewer to respond, as well as a clear “act now” message and high level response information.

DRTV advertising can be highly cost-efficient. With an increasing number of satellite TV channels, advertisers can target their advertising to their specific audience with increasing accuracy. This data is tracked by different toll-free phone numbers that are inserted on a per network basis. This allows the advertiser’s media agency to accurately track where all responses are coming from and provides a basis for media optimization.

DRTV is inexpensive media in which a campaign can be operated on a moderate budget and is one of the most effective ways to drive website traffic. With more and more people having access to the internet, it makes perfect sense to put a website as well as a telephone number at the end of a DRTV commercial.

Travel industry needs to take advantage of DRTV

2007-03-16T05:59:00.001-07:00

Direct Response Television offers inexpensive media compared to traditional advertising and can be exploited in many different ways. Companies within the travel and tourism category are slowly waking up to the advantages DRTV offers. As the internet grows and expands, there has been an influx of consumers going to the web to view destination properties and resorts before placing their reservations online. Due to this reason, it makes sense for companies to place a website address on the DRTV commercial and drive consumers to the web to check out the resort features.

Although DRTV has till now been used to generate orders, the new possibility of getting leads is being explored with success.

DRTV is a cost effective way in which a campaign can be operated on a moderate budget, and is one of the most effective ways to drive traffic to the resort website.

Now consumers can watch the Direct Response advertisements and then log on to the companies website to view amenities and place their reservation.

Does your product live up to your advert?

2007-03-09T01:07:00.000-08:00

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.

The right balance between branding and direct response

2007-02-27T01:43:00.001-08:00

Today, many large well established companies want to diversify their advertising spending, but find brand preservation very important. Due to this reason, many companies are reluctant to enter direct response because they think it will “cheapen” their brand.

However, the truth is that focusing solely on branding could hinder the growth of a company. It is equally important to pay attention to the call to action and the offer being provided. Many of the top brands have now realized this and are continually abandoning the negative perceptions associated with "infomercial" advertising and have embraced the advantages of direct response.

For a corporate brand to succeed in a direct response campaign, it is necessary to bring together brand awareness with a unique selling message. With direct response advertisements, a company is able to better quantify campaign results while still reinforcing the established brand messages.

It is a myth that branding and direct response cannot work together. It is perfectly acceptable to have a slick creative soliciting some form of response from the consumer, by phone or the internet; in this type of campaign the creative will have a duel purpose and will draw the consumer to act, while still establishing brand. There is absolutely no conflict between direct response and branding. Even though the primary purpose of a direct response campaign is to drive traffic and response, every piece of communication that touches the customer represents a brand. Many travel and tourism companies have discovered this, as well as fortune 1000 companies.

Using DRTV to your advantage

2007-02-19T04:35:00.000-08:00

Direct Response TV creates innovative advertising and marketing programs that effectively use integrated direct response channels to acquire new customers and sell products directly to consumers for leading national clients.

Nowadays Direct Response Television accounts for at least 25% of all television commercials. And nearly two third of the American viewers have watched an infomercial sometime or the other. Potential customers for DRTV are usually more affluent and educated. Although previously female customers outstripped the males, it is changing slowly but surely now.

Such statistics coupled with the low rates of advertising clearly indicate that DRTV is indeed a very profitable medium for your product or service. Today, DRTV is a sophisticated medium, catering to entrepreneurs as well as blue-chip companies. Not only is it used for selling, but also as a brand building tool, obtaining leads and for driving retail and internet sales.

DRTV in the travel & tourism industry

2007-02-13T00:27:00.001-08:00

The travel and tourism industry is expanding its advertising efforts with DRTV because of its wide reach, affordable rates, and traceable media.

Direct Response Television Advertising offers inexpensive media, compared to traditional advertising, and can be exploited in many different ways. Travel and tourism companies have caught on to this new form of advertising and are taking advantage of it. These companies are creating television commercials that drive viewers to call now for more information, to call and place reservations and to also log on and visit the company website. With more and more people having access to the internet, it makes perfect sense to put a website and email address on the DRTV commercial and have people check out the resort features online or visit the state tourism board to see what fun activities the state offers.

Although DRTV has previously been used to generate orders, the new possibility of getting leads is being explored, with success. DRTV is a cost effective way in which a campaign can be operated on a moderate budget and is one of the most effective ways to drive traffic to a travel & tourism website.

Media Buying for DRTV

2007-02-05T23:13:00.000-08:00

DRTV is based on using TV advertisements (both short form - :60 and :120 seconds in length and infomercials- 28 minutes in length) with a compelling call to action that will encourage consumers to call or log on right now, in order to take advantage of the advertiser’s offer.

If you are planning to advertise your product or service via DRTV, media buying will be a crucial step. The nature of Direct Response media buying is very dynamic. A media campaign changes daily, with buys being adjusted according to the past day’s results. A good media buyer makes sure to use all the necessary tools to plan a schedule that allows the advertisement to be seen and heard by the highest number of viewers from the target audience at the lowest possible price to the client.

Media buying companies have a wealth of historical data and research tools including MRI, Scarborough, Adviews, Phersonicx, and many others that help aid in the planning process. These tools help to show and guide the media buyer on, which product/service categories perform the best on which networks, which media schedule will work well for a specific demo and which dayparts drive a specific clientele.

The effects of a Direct Response campaign can be seen right away because results are traceable, so media can be optimized in real-time. Every airing is tracked and profits or losses are measured and, if needed, revisions can be made mid-stream.

Every innovative product & service deserves to be on DRTV – Direct Response Television

2007-01-29T23:32:00.000-08:00

Direct Response Television – DRTV

A DRTV infomercial advertisement is, as one dictionary defines it, “A relatively long commercial in the format of a television program”. Everyone has come across an infomercial sometime or another, while flipping through channels, especially late at night. Infomercials have such a strong pull in the marketplace that there are now whole channels dedicated to DRTV infomercials.

Even though DRTV infomercials are well known and established, a lesser known form of DRTV is short form. Sort Form DRTV ads can be 30, 60, 120 seconds long and follow the same format as a traditional infomercial. Some advantages that Short Form has over infomercials (aka Long Form) include: cost efficiencies in both production and creative, flexible booking capabilities and substantially greater inventory availabilities. A short form media schedule is much more efficient on a cost per spot (CPS) basis, allowing for much greater frequency and network diversity. Short form allows you to truly find your niche audience by testing many different networks on a local or national basis. Additionally, the local DMAs do not offer any Long Form inventory on cable; all availabilities are limited in quantity and only available on broadcast stations. Short Form spots have the ability to run on any local or national cable network.

Due to all these advantages, a short form DRTV advertising campaign is usually recommended for most products and services, however if a product has a high price point or is extremely new and innovative and needs a good deal of explanation, then a long form campaign is suggested.

Direct Response Television – DRTV

DRTV – A medium for a range of products

2007-01-17T00:31:00.000-08:00

Advertising today is becoming more and more expensive, whether it be television, radio, print or the internet. To make sure that your advertising reaches the largest target audience with a reasonable budget, consider DRTV.

DRTV advertisements account for at least 25% of all television commercials. And nearly two third of American viewers have watched an infomercial. This shows that DRTV is a powerful tool that can reach a wide range of people. Whether it is getting orders for your product, marketing and branding, or getting leads and calls for a developing database, DRTV is the ideal medium for products and services.

DRTV has come a long way from selling multi purpose knives. DRTV is currently used for all categories from consumer electronics to pharmaceuticals, travel resorts to insurance companies – advertisers span a spectrum of products and services.

Find out if DRTV can be the right medium for your product.

Direct Response TV marketing – Is it for you?

2007-01-09T22:51:00.000-08:00

Direct Response TV creates innovative advertising and marketing programs that effectively use integrated media channels to acquire leads and sell products directly to consumers for leading national clients in all categories.

Short form DRTV (Direct Response ads that are :30, :60 and :120 seconds long) is a fast growing medium for all enterprises, big and small. What was formerly seen as the exclusive domain for small time manufacturers of innovative and bizarre products, is today a lucrative advertising venue for a wide range of small and large unknown companies as well as established and branded corporations.

In recent years, DRTV has also driven sales through another medium – the internet. Many DRTV spots carry not only an 800 number but also a website address. In fact, up to 25 percent of sales of products advertised via DRTV are now conducted through websites. So if you have a unique product and a website as well, DRTV is the perfect medium of advertising for you.

Producing a DRTV campaign

2007-01-04T04:37:00.000-08:00

If you are considering using DRTV for your product or service, make sure you work with an agency that specializes in DRTV advertising. It is best to work with a full service DRTV agency that provides all the following services: planning, strategizing, creative production, media planning, media tracking, optimization, billing, fulfillment and customer service.

One of the many benefits of one-stop shopping is the assurance that your campaign is managed by one account management team who will ensure a timely and accurate campaign experience through every phase of the process. Since Direct Response TV is an advertising vehicle that influences behavior, your agency needs to make sure that your commercial is a self-contained selling message designed to influence viewers immediately. With the right full service agency you can make sure each aspect of your campaign is handled in the most efficient and cost effective manner so that you are able to meet your campaign goals and reap the profits.

Direct Response Television Advertising – DRTV is designed to get instant results.

DRTV in the travel & tourism industry

2006-12-27T22:59:00.000-08:00

Sell your product on DRTV

2006-12-19T23:11:00.000-08:00

DRTV is rapidly gaining popularity among a wide range of industries as diverse as insurance and holiday resorts. Also, many big names like Apple, Proctor & Gamble and Dell are now frequent advertisers via DRTV.

With more and more products vying for viewers’ attention and advertising campaigns reaching a level of competition like never before, it is becoming more and more difficult to produce an ad campaign that will reach out to your desired target audience. DRTV is an affordable and effective medium to sell and brand a product/service and allows the advertiser to track results in real-time.

DRTV is up to 60% cheaper than traditional advertising, yet it can reach the desired audience and hold their attention like traditional advertisement can never do. Today DRTV helps to sell product and services, build brand awareness, boost retail, internet sales and generate leads.

Find out more about DRTV today.

Direct Response commercials

2006-12-13T00:08:00.000-08:00

Direct Response commercials are looking to get an immediate response from viewers, usually by enticing him or her to pick up their telephone or visit a website. DRTV short form commercials can be 30, 60 or 120 seconds in length. The creative begins by displaying a problem then provides the product/service being advertised and shows how it solves this problem. Various product/service benefits are also presented to motivate the viewer to respond, as well as a clear "act now" message and high level response information.

DRTV advertising can be highly cost-efficient. With the constantly increasing number of satellite TV channels, advertisers can target their intended audience with increasing accuracy. Advertisers often employ different toll-free phone numbers for each TV channel so that they can accurately track where their responses are coming from.

DRTV is also driving sales via the internet. In fact it is common practice now to include a website address in the DRTV commercial. Such is the power of DRTV that major companies too are routinely advertising via this medium now.

DRTV Advertising works for you!

2006-12-05T01:34:00.000-08:00

DRTV can be the most effective medium for your product or service. Although you cannot decide which exact day or time your direct response commercial will run, you can target your audience by buying cable networks that cater to your best prospects. With many cable networks available today it is possible to reach virtually any audience segment whether it is children, teens, hobby enthusiasts or even grand mums. In addition to cable, direct response buys can be made on national networks too.

Traditional advertisers measure the effectiveness of their advertising campaigns by comparing the audience rating points delivered against their audience rating point objectives. DRTV is much more accountable. With DRTV, it doesn't matter how many people see your spot unless the phones ring with inquiries and orders. And with DRTV, you can monitor your cost per order or lead on a daily basis and adjust your offer, creative and media buys accordingly.

Direct response television recommendations are based on our desire to achieve the highest production value possible for our clients while concentrating on the ultimate goal of DRTV advertising.

Travel industry needs to take advantage of DRTV

2006-11-29T23:28:00.000-08:00

Direct Response allows advertisers to purchase media at a significantly reduced rate as compared to traditional media and Direct Response Television can be exploited in many other ways as well. The Travel industry is slowly waking up to the various advantages DRTV offers and are taking advantage of them. These companies, in the Travel and Tourism category, are placing their website and email address on the DRTV commercial so that viewers can log on after they have seen the creative and check out the features of a resort or the packages that a travel company has available online.

Although DRTV has previously been used to generate orders, the new possibility of getting leads is being explored with success.

DRTV is a cost effective medium for branding and generating web traffic to travel and tourism sites. The call to action on the DRTV creative drives viewer to act right away and call or log on for more information or to place bookings.

Successful DRTV Advertising Campaign

2006-11-27T22:53:00.000-08:00

Advertising today is becoming more and more expensive, whether it is Television, Radio or Internet.

Television 'Brand' advertising is designed to create awareness, interest or desire in a product or service.

Through Direct Response Television Advertising- you can simply get the fastest, most cost-effective way to launch a brand and get results instantly.

A DRTV advertisement can be 28 minutes long, known as the long format or 60, 90 and 120 seconds long, known as the short format. Although the long format was predominant earlier, the short format is the preferred choice of more and more companies, especially the big players.

A DRTV agency will help you develop a story concept and guide you through all the different stages of producing a successful campaign so that you can reap the benefits almost immediately!

With the assistance of a DRTV agency your campaign can achieve its profit goals.

How successful is DRTV?

2006-11-22T22:39:00.000-08:00

DRTV can be the most effective medium for your product or service. Nowadays DRTV accounts for at least 25% of all television commercials. And nearly two third of the American viewers have watched DRTV commercials sometime or the other. With DRTV, the viewer is a part of the commercial. The presenter talks directly to the viewer which works sub-consciously at a near-personal level and persuades the viewer to call for more information or to even place an order. Attractive buy-back policies, discounts and freebies add to the winning formula. Add-ons are also very important for a successful DRTV campaign to maintain the recall value of a product.

Watching an explanation and demonstration of all the product attributes add to building the viewer’s trust. This is a special advantage for complex products like repair kits and multi piece sets where the potential customer has the satisfaction of knowing exactly how to use the product in its totality before deciding to buy it. Nothing is vague or left to the imagination. Surprisingly according to a survey, DRTV viewers are more likely to trust infomercials than congress, used car salesmen and corporate executives!

With DRTV, it doesn't matter how many people see your spot unless the phones ring with inquiries and orders. And with DRTV, you can monitor your cost per order or lead on a daily basis and adjust your offer, creative and media buys accordingly.

Top electronic brands go the DRTV way

2006-11-20T04:08:00.000-08:00

Consumer electronics are selling like never before. More sales spur companies to come up with more innovative products which in turn entice consumers to buy more, whether it be mobile phones, computers or plasma televisions, the cycle does not stop. So it’s no wonder that electronic companies are looking at DRTV for advertising.

There are several other reasons for this entry into Direct Response by electronic giants. Dell for example, is migrating from PC products to consumer electronics, and DRTV is the perfect medium to help in this transition and elevation of its brand value among non-PC products. Gateway on the other hand, is reverting from consumer electronics back to PC based products and again, DRTV is the right medium to inform customers, and more importantly, evaluate and monitor the process of this shift. With this campaign, Gateway’s old image will be refurbished and brand-awareness will increase with the launch of new products simultaneously.

The top brands in consumer electronic have woken up to the many advantages that Direct Response Television has to offer. Companies like Dell, Gateway, RadioShack and Hewlett Packard have entered the direct response market in a big way to educate consumers about their products. DRTV makes shopping for electronics easy for those consumers that are intimidated to shop for them in stores, due to a relative lack of technological knowledge. Sitting at home and watching a complete demo of a product makes these consumers much more confident in making a decision to buy.

Yet again DRTV plays the dual role of generating sales and creating brand-awareness!

Outside-the-box products in DRTV

2006-10-30T03:40:00.000-08:00

DRTV started off as a medium for unusual, unique or plain outlandish products, ranging from perpetually sharp knives, to gym products, to multi-utility ladders. For a long time this trend continued. Slowly things changed for DRTV. New products started to launch that broke the mold. Mainstream products like pharmaceuticals, computers, and even insurance made their entry into DRTV with great success. More and more of such non-conventional products continue to enter the DRTV fray.

An excellent example is an emergency response system for senior citizens launched by LifeFone which signed Advanced Results Marketing recently to drive a national consumer direct response television campaign. Another unique feature of this DRTV campaign apart from the product itself is the fact that it targets more to the caregiver than the senior themselves, which is quite a challenge. The creative makes an emotional call to the children of senior citizens, paralleling the care a parent gives a child with the care a child wants to provide an aging parent. The 30-second spot then demonstrates how a LifeFone pendant automatically calls the LifeFone Emergency Response Center. From there, the subscriber's designated doctor, hospital and EMT as well as family and friends are notified of the emergency.

Such unique and innovative campaigns keep the DRTV medium in a continuous state of dynamic and positive change, and keeps it abreast of all other advertising media.

Making the most of a DRTV campaign

2006-10-27T00:42:00.000-07:00

With increased communications choices today, it is essential to integrate the two marketing strategies of building brand awareness and driving response, so that the synergy created by this melding of processes can provide results as well as build brand essence. In addition to this, it is vital in the intensely competitive market today to monitor brand and Direct Response concurrently. From a higher campaign perspective, it is important to measure and evaluate brand metrics along with traditional cost per leads and orders. In many campaigns, the percentage between brand and response activity is shifted based on the campaign goals.

One way to evaluate the success of a campaign is to compare the brand’s place against the competition. Results have shown that brand awareness lift helps our ability to provide a low cost per lead. It is also infinitely useful to use specialized technology which can make a vast difference to a successful brand response campaign. In short, monitoring the response to a DRTV campaign and making optimal use of statistics and patterns can help fine tune the campaign for even better results.

Using testimonials in DRTV

2006-10-17T00:31:00.000-07:00

It is a common practice to use testimonials in a DRTV campaign. In fact, many DRTV adverts rely mainly on demonstrations and subsequently testimonials of “real” people talking about the advantages of the product and how they benefited from it. Testimonials give an authentic spin to the product and help the target audience relate to the testifying persons and subsequently, to the product itself. Testimonials can be about various aspects of the product including, ease of use, efficacy, its improving effect on people’s lives and etc.

But recently, an NBC Dateline expose revealed how some misleading DRTV infomercials used paid actors to give “real life” testimonials. There was no large-scale product use, no documentation of term use, no statistical significance, no documentation of actual results, no creditable conclusions and so on. Although this unfair practice is not wide-spread, it is important for the DRTV industry to rally and assure the customer about the authenticity of testimonials, by and large. Recruitment of testimonials for compensation without full disclosure is not an accepted practice by the FTC or industry leaders. The DRTV industry should do everything they can to ensure that on-camera testimonials of experience and results are truthful and accurate.

Smart DRTV campaigns

2006-10-09T06:23:00.000-07:00

How can a DRTV campaign compel viewers to take action and win in the long run? In this age of varied media like the television, the internet, radio, mobile phones, cinema, newspapers, magazines, etc, a good DRTV campaign needs to break through the clutter and grab the viewer’s attention. Not only are consumers exposed to various media simultaneously, but they are also becoming adept at consuming simultaneously. For example, people watch TV and compose a mobile SMS at the same time. They listen to the radio and read the newspaper at the same time.

The right way to keep consumers focused on a product in this world of attention dividing channels is to create DRTV messages that are astute and relevant to the consumer. These messages will catch their attention and resonate with them in order to motivate them to purchase your products now or remember the information for the time when they're ready to act. Integrating other media like the internet and direct mail, reinforcing the campaign with print media and/or radio, going retail – these are smart ways to make a DRTV campaign a successful one.

DRTV – Not hindered by new media

2006-10-02T02:47:00.000-07:00

With the advent of new media vehicles like the internet, mobile phones, iPods, etc, many people cast a doubt over the reach of traditional media outlets like television, and in turn, advertising media like DRTV. It may be argued that so many new options of entertainment might dilute the impact that television had in the earlier days when it was almost a monopoly, even in spite of radio and print. With consumer attention getting divided in so many new directions, it logically follows that television, and along with it, DRTV might be losing more and more of its viewers.

The good news is that statistics show otherwise. Not only has television held on to its customer base, but the number of people watching television is actually increasing. A Nielsen Media research reports released in 2006 shows that the total viewing time of an average household has increased by 3 minutes as compared to 2005 and that the amount of time watched by an individual has also increased by 3 minutes per day. This obviously means that television advertising and in turn DRTV continues to reach out to more and more people, making it a sustainable profitable vehicle for advertisers.

DRTV – The importance of multichanneling

2006-09-20T00:05:00.000-07:00

While it is true that DRTV is a hugely successful medium today, a large part of the success is due to factors that are not strictly within the DRTV realm. The most prominent among these is the internet. Clearly, the Web has the biggest impact on multichannel marketing today. Originally the Web tended to be simply an ordering venue for customers who were stimulated to buy through other mediums, but it has blossomed into a primary destination for learning, research and purchasing. It is therefore very important to include the internet as an integral part of any DRTV campaign.

Retail channels also gets a big boost from DRTV. It is a common occurrence to put the “As Seen on TV” sign on products sitting on the retail shelves. Over the years, the time gap between migrating from direct into retail has decreased, as retailers want the benefit of the awareness and demand created by DRTV sooner. Often, DRTV has been shown to improve sales of products sold on store shelves, in inserts, direct mail and catalogs.

To succeed in DRTV today, it is important to adopt a multichannel strategy.

DRTV industry – from disorganized to scientific

2006-09-06T01:07:00.000-07:00

In the earlier days, very few entrepreneurs ventured into Direct Response Television advertising. It was considered a risky selling practice to those who were more comfortable with retail selling, catalogs and print ads. The costs involved in DRTV production, telemarketing and fulfillment were considered too prohibitive for venturing into and testing a relatively unknown medium. Because of this, the whole approach to DRTV campaigns was quite haphazard – from production to post sales customer service. There was no scientific method or technology available to keep track of the success trend or sales statistics.

Today, with the acceptance of DRTV as a powerful marketing medium intense competition has grown amongst a vast variety of business including many big players. Due to this reason, it has become imperative for businesses to plan out a complete DRTV campaign strategy. It is not only possible, but indeed necessary to hire a an experienced DRTV agency to oversee and execute a DRTV campaign. An increasingly difficult TV environment that has been inundated by the proliferation of niche channels, more ads, tougher FCC regulations and the prohibitive cost of media makes a well-seasoned, well-rounded agency a prerequisite.

Delivering an emotional package through DRTV

2006-08-29T02:56:00.000-07:00

Direct Response advertising is a vehicle that is well suited for pulling in consumers who are not accessible through traditional television advertising methods. Via this vehicle the advertiser can draw on the potential customer’s emotions and in turn increase sales, because many purchases are made based upon emotional not rational elements. If an advertiser strikes an emotional cord for the consumer, then the consumer want to buy the advertised product hoping that by making the purchase they can experience the conveyed emotion. The advertiser can achieve this effect with a well made and engaging commercial that draws the consumer in and provides them with a lot of information as well as connects with them on a personal level.

Compared to traditional advertisements, DRTV commercials tend to reach out to these consumer sentiments by building around their brand message an emotional and rational layer that compels customers to pay attention, listen and buy. Universal in nature, DRTV is useful for nearly every product and service that's advertised to the general mass market or a specialty niche.

Whether through a one- or two-minute spot, or a half-hour infomercial, the more time you engage a customer in dialogue, discussion or conversation, the more credible your brand will be, and the greater chance you'll have of closing the sale.

Does your product live up to your advert?

2006-08-23T02:33:00.000-07:00

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.

Multi-pay options in DRTV campaigns

2006-08-18T04:12:00.000-07:00

By offering payment breakdowns and different methods of payment DRTV advertisers have seen an increase in profit. A commonly used technique is the use of credit card multi-pay or easy-payments credit terms.

The multi-pay option draws the impulse buyer into a purchase decision, because it allows them to perceive the item to be more affordable because to them if it is offered in installments. Therefore, companies can offer a higher quality or perceived value product, while maintaining a more affordable price point for the consumer. Customers within all categories see the benefits of multi-pay options with increased sales, better customer retention and a maximizing of profits.

Before implementing such a program however, credit polices should be studied to see how they contribute to company growth and profit objectives. A tight credit policy curbs growth while on the other hand, a policy that is too lax will reduce profits. A likely issue to be tackled with easy-payment programs is soft declines. Soft declines often occur when the card expiration date passes, the account is stolen, lost or closed, and at its limit. Often the card-holder is unaware that a soft decline has occurred. The marketer will need to initiate recovery effort with the customer to reinstate the payment process and restore the relationship.

DRTV – A multichannel medium

2006-08-11T01:31:00.000-07:00

Although DRTV, even today, is mainly about generating immediate responses from customers, the method of these responses is undergoing a change. In the olden days, almost all responses were by phone, thus making it easy to judge the success of a product by the number of calls and order. Now, potential customers are no longer confined to TV as a channel for entertainment. Their attention is divided by a myriad of channels like the internet, mobile phones, text messaging, instant messaging, etc… Today it is not uncommon to receive up to 50 % of DRTV responses via the internet. The consumer today is not satisfied with just a TV spot; they will also research on the web, compare with other products and check with other similar customers before deciding to place an order.

Therefore DRTV today is not a standalone medium. It has to be integrated along with other media to effectively reach out to the maximum number of potential customers. Marketers today adopt a multi-stepped sales model, with ongoing programs to sell consumers over time until they decide to buy. Moreover, DRTV today is also heavily into brand building, so that even if just 5%t of the TV viewers actually place an order, the other 95% have been made aware of the product.

DRTV: Handling customer complaints

2006-08-08T01:30:00.000-07:00

DRTV has many aspects involved. Although when the subject of DRTV is broached, most people only think of campaigns, upsells, ROI, etc, there are other matters involved which require very careful consideration.

One of these is customer complaints. Although this is not a very pleasant topic, nevertheless, it is very, very important to give it due consideration. It is known to all direct marketers that state attorneys general and the Federal Trade Commission are authorized to investigate or sue a marketer for violation of consumer protection laws and regulations. The most common reason for such a situation arising is if you ignore or mishandle customer complaints.

If you establish an efficient complaint system with the right desk handling each category of complaint, then chances are that even if initially dissatisfied, the customer will not directly go to the Better Business Bureau, preferring to resolve all issues with your business personally. Setting up a dedicated team just for handling complaints, taking the time to listen to customers, and showing them that you are genuinely interested in solving any issues goes a long way in sustaining credibility to your business. It is also important to analyze the trend of complaints just as you analyze marketing trends. Other small gestures like following up with the customer after a solution has been offered, or trying to reach a resolution in case of difficult decisions will go a long way to uphold not only your reputation as a business, but also customer loyalty.

DRTV is more dynamic as compared to traditional advertising

2006-08-02T03:03:00.000-07:00

Unlike traditional television advertisements, DRTV is much more accountable. With DRTV, no matter how many people see your spot, unless the phones ring with inquiries and orders, it cannot be considered a winner. DRTV allows for the monitoring of cost per order and lead on a daily basis, this data then helps to determine if the offer, creative, or media buy needs to be adjusted. In fact, testing and tweaking are the keys to success with DRTV. Once you have a campaign that is achieving its profit goals, you can expand it for as far and long as it remains profitable.

DRTV is undergoing constant evolution. From the olden days when it relied heavily on impulse purchases, today DRTV is more often used to boost retail sales and even generate leads. With the right media buyers, telemarketing scripts, and fulfillment operations, a campaign can really take off and show retail profits. Retailers and lead generators are turning to DRTV in a big way.

Does any and every revolutionary product sell with DRTV advertising?

2006-07-12T00:08:00.000-07:00

Does any and every revolutionary product sell with DRTV advertising? Well, no. Many genuinely innovative products may just be sitting on the shelves for no apparent reason. Consumers as a group can be quite unpredictable, whimsical, and unconventional. But these are more the exception than the rule. Advanced Results Marketing (ARM) is bringing forth product hit after product hit with its fast-growing TV marketing business featuring the latest household gizmos that consumers think they can’t live without.

Last year, ARM said it sold nearly 11 million of its battery-free Faraday Flashlights via its one- to two-minute paid ads on national cable and local television stations. So far the product has totaled $30 million in direct sales from TV spots alone, with millions more from retail sales, according to the firm. Like many products, ARM chief executive Victor Grillo, said he wasn’t sure if the flashlight would sell as well as the popular Ginsu 2000 knives or the triple-edged windshield wiper blades ARM has advertised in the past. But along came last fall’s hurricanes - and the flashlight sold very well. “Believe me, it was more luck than talent,” said Grillo. Following on its heels, the battery-operated One Touch Can Opener could top $45 million in sales this year.

Media buying for DRTV

2006-06-20T22:15:00.000-07:00

In every DRTV campaign, perhaps the largest ongoing expense is media buying. It is therefore very important to have the right media buying agency working for you. Media buyers advise clients as to which “daypart” should be used to best advertise a product or service. This depends on various factors like the nature of the product, the demographics of the potential target audience, regional and seasonal demand, cost of daypart, price of the product and etc. The media buyer negotiates rates with the networks, checks for package deals, and manages all the key aspects of the campaign.

Buyers try to make sure that the advertisements are seen and heard by the highest possible number of consumers within the target audience at the lowest possible cost to the client. The demographics of different networks vary significantly, so it is very important to target the right channels to reach a specific target audience. A good media buyer usually has a good understanding of this factor and can help narrow down the choice of channels for a particular product. In case a campaign does not work well in a particular channel or in particular dayparts, changes can be made mid-stream by the buyer.

Creating a great DRTV advertisement is only part of the job, but buying the right media is just as important for success.

The changing nature of DRTV

2006-06-12T03:08:00.000-07:00

DRTV is rapidly gaining popularity among a wide range of industries as diverse as insurance and holiday resorts. Many big names like Apple, Proctor & Gamble and Dell are now frequent advertisers in DRTV.

In fact so successful has the short form DRTV medium become, that the big players are gradually starting to edge out the smaller enterprises. Innovators have always had to be on their toes to push their products in the DRTV arena, but now the criteria for a successful DRTV product have become narrowed. Usually, in order for a product to sell well on DRTV it needs to have uniqueness, demonstrability and mass appeal, however, with a highly competitive market, it is today more important to determine whether a product is high in utilitarian value.

A case in point is the Faraday Flashlight and One Touch Can Opener. The Faraday Flashlight enjoys enormous popularity due to its practicality and convenience. This success is now being surpassed by the One Touch Can Opener. The reason for this success is the same as that for the Faraday Flashlight – both are products that every home can use. The Faraday Flashlight uses no batteries, instead works on the Faraday principle of magnets and movement. The One Touch Can Opener cuts open a can by gliding on top of it automatically without the need for any manual pressure unlike conventional hand-held can openers.

Victor Grillo, CEO of Advanced Results Marketing, which handled both campaigns says, “Utilitarian products have a better chance of success as they have a longer shelf life; hence there is more sustainability in the market.”

The right balance between branding and direct response

2006-05-24T02:03:00.000-07:00

Big brand companies today want to spend their budgets in many different ways. But brand preservation is very important for corporations entering direct response, and many companies are reluctant to enter direct response because they think it would “cheapen” their brand.

However, the truth is that focusing solely on branding could hinder the growth of a company. It is equally important to pay attention to product innovation and demonstration. Many of the top brands have now realized this and are continually abandoning the negative perceptions associated with "infomercial" advertising and have embraced the advantages of direct response.

For a corporate brand to succeed in a direct response campaign, it is necessary to bring together brand awareness with a unique selling message. With direct response advertisements, a company is able to better quantify its campaign results while still reinforcing its established brand messages.

That branding and direct response cannot work together is a myth. It is perfectly acceptable to have a slick creative soliciting some form of response from the consumer, by phone or the Internet. It is a direct response advert and it is a brand builder. Direct response simply means having an element of dialog with the consumer and it doesn't have to be to sell anything. There is absolutely no conflict between direct response and branding. Even though the primary purpose of a direct response campaign is to drive traffic, every piece of communication that touches the customer represents a brand.

Is DRTV still worth it?

2006-05-14T23:21:00.000-07:00

With the increase in the number of internet users and a host of other technological gadgets like iPods, mobile phones and DVRs, theoretically speaking, television viewing is gradually declining over the years. This in effect, means a decline in DRTV viewership. But is this really true? Perhaps not.

What is true is that internet (and other media) users still watch television and are influenced by it. The challenge for DRTV is not survival, but evolution. With DRTV being put to more and more diverse uses, it is today a far cry from the original characteristic call-to-action campaign whose sole purpose was to generate product orders. Today, DRTV is used not only to drive sales, but also for brand-awareness. This combined effort is what will keep DRTV going strong in spite of the advent of other entertainment media.

This amalgamation of the two criteria has necessitated a new approach to a DRTV campaign. Creativity is now much more important than it used to be in the past. At the same time, the utilitarian aspect has to be emphasized upon. The upshot is a slick, ROI-oriented campaign with trackable and quantifiable results, and which increases the brand value.

DRTV has easily managed to strike the right balance between sales drive and brand building. Indeed, rather than being at a disadvantage, technology has only spurred DRTV to get more savvy and innovative.

DRTV - orders, leads... and now franchises

2006-05-11T22:18:00.000-07:00

Traditionally DRTV has been used by the ‘slicers and dicers’ – products that fall into the household and kitchen categories, health and beauty products or utility items. As the days go by, more and more diverse services and businesses have woken up to the huge potential of DRTV advertising.

An excellent case in point is the ice cream chain, Carvel. Aiming to reduce advertising expenses, Carvel recently decided to invest in a direct response campaign. It is possible today for such unconventional businesses to enter the direct response arena because networks are slowly relaxing the rules for entrants. Aiming mainly at potential franchisees, Carvel switched from traditional advertising to direct response television. When Carvel wanted to add more franchises to its chain, Advanced Results Marketing handled its direct response campaign and targeted the Miami market initially, advertising a franchising seminar that was to be shortly held in the city. The response was so great that Carvel is now planning to hold two more such seminars in other cities with DRTV spreading the awareness.

Another way Carvel plans to use DRTV is to display an 800 number at the end of their commercials that allows viewers to locate the Carvel store closest to them. When the viewer calls the number, their call is then transferred to their relevant store and they are able to place an order or to make inquiries. So from generating actual orders, DRTV has now progressed into attracting would be franchise owners for business chains. It will not be a wonder if DRTV is utilized in yet more ways since it is a cheaper medium than traditional advertising, yet just as effective.

DRTV - orders, and now leads too!

2006-05-09T22:36:00.000-07:00

DRTV has, for many years, been used as a way to get orders direct from customers over the phone. A product is demonstrated and an 800 number is displayed for interested viewers to place an order straightaway.

This is now slowly changing. One of the newer ways that DRTV is being put to use is to generate leads rather than get orders. The travel industry has woken up to the possibilities of DRTV as a medium for advertising. Las Vegas resorts like Mandalay Bay and Monte Carlo for example, are investing in DRTV adverts to reach out to a national audience at a very low cost (up to one third the normal advertising rates). Putting an 800 number at the end, and also the website address if they have one, can bring in customer leads either by phone or through the website – a campaign which would otherwise be cost-prohibitive. The lower cost means that a brochure-like presentation can be made, enticing would-be travelers into calling to enquire, or even booking rooms right away. In fact branded DRTV is an excellent complement to direct mail campaigns too. Offering a free travel brochure in a DRTV commercial for example, carries the ad campaign further.

Using DRTV to promote holiday resorts gives them much more exposure and in a more focused way. DRTV is inexpensive media in which a campaign can be operated on a moderate budget and is one of the most effective ways to drive traffic to the resort website. With more and more people having access to the internet, it makes perfect sense to put in a website and email address on the DRTV commercial and have people check out the resort features online.

The connection between DRTV and Resorts...

2006-05-08T22:12:00.000-07:00

DRTV has mostly been used for innovative products, with household, health and beauty, and utility products being chiefly promoted through the medium. But more and more atypical entrants are making their presence felt in the DRTV scene now. Resort and casino properties are a fine example of this recent phenomenon.

Many Las Vegas resorts like Mandalay Bay, Monte Carlo and other properties on the strip are using DRTV to entice scores of travelers from across the nation. As direct response airtime costs up to 70 percent less than standard airtime, it is the most efficient way to reach across to travelers nation-wide. Also, from Day One, it is possible to assess the effectiveness of a campaign. The results are measurable and if a particular campaign does not get the phones ringing, it can immediately be pulled down, set to another time slot or aired on a different, more relevant network.

Travel websites like Vegas.com and LasVegas.com are using DRTV in a big way to make their brand a nationally recognized name and attract tourists from across the country. Their campaigns are just like traditional advertisements except for the 800 number and the website address that appear at the end, which prompt consumers to call or log on and book their rooms right away. Instead of the conventional route where the customer would watch an advert, go to their agent and make the booking (assuming that they still remember the name of the resort), now customers watch the direct response advert, and can pick up the phone or log onto a website and make their own bookings.

DRTV - only direct selling?

2006-04-18T01:33:00.000-07:00

In the past DRTV was conceived as a late-night presentation of somewhat strange gadgets and utility items. No longer. Fortune 500 companies now regularly advertise on DRTV. Big brands such as Black & Decker and Procter & Gamble have made their foray into DRTV busting the myth that DRTV is only for small time manufacturers working on a budget. DRTV has tremendous reach and is a very effective medium of advertising. Although the long form is experiencing a slight dip in slot purchase, the short form is increasing in popularity more than ever.

DRTV is an excellent medium for driving retail sales. According to an estimate, for every unit sold direct, up to a hundred units are sold in the retail shops. Unlike traditional advertising which is all about brand building, DRTV places more emphasis on demonstration and recall value. The length of the commercial (two minutes is still long compared to a 30 second traditional advert) makes sure the viewer is left with no doubt as to the name of the product or what it looks like. Even if they do not decide to buy it as soon as they see the commercial, they can be motivated to buy it when they see it on the shelf at the local store or supermarket. This is particularly true for houseware products.

In recent years, DRTV has also driven sales through another medium – the internet. Many DRTV spots carry not only an 800 number but also a website address. Victor Grillo, president of Advanced Results Marketing estimates that 25 percent of the sales of products advertised on DRTV spots are now conducted through websites.

To keep a top DRTV campaign at the top...

2006-04-13T03:07:00.000-07:00

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.

Short form DRTV

2006-04-11T03:32:00.000-07:00

Although traditionally infomercials have been half an hour long, today the shorter form of DRTV commercials is gaining in popularity. Short form DRTV commercials are generally 60, 90 or 120 seconds long. This makes them longer than conventional advertisements, yet they are short enough to keep viewer attention captured for the entire duration of the commercial.

Short form DRTV is a very powerful medium for a large variety of products. Short form DRTV is used not just as a stand alone but also to drive retail sales, fortify web presence, launch new products and to generate leads for dealers. Unlike long form infomercials, short form DRTV also works for products that are not very complicated. In fact ARMDR, a leading DRTV company has such a diverse clientele like Mandalay Bay, The Nevada Tourism Commission and Carvel among others.

More and more big names are using DRTV as a potent tool for brand building to backup their conventional advertising campaigns. Short form DRTV can also be the perfect complement for other advertising campaigns like direct mail and print campaigns. Even though costs have escalated in the past few years due to the great demand for spots, short form DRTV is still inexpensive compared to conventional advertising. Short form DRTV has now become one of the most recognized branding vehicle which also gives the most returns for the advertising dollar. Not only traditional demonstration products, but more and more sophisticated products and services like resorts, pharmaceuticals and computer firms.

How successful is DRTV?

2006-04-10T03:31:00.000-07:00

Let us look at some figures. Nowadays DRTV accounts for at least 25% of all television commercials. And nearly two third of the American viewers have watched DRTV commercials sometime or the other. Potential customers for DRTV are usually more affluent and educated. Although previously female customers outstripped the males, it is changing slowly but surely now.

Infomercials tap into the emotional side of viewers. Watching the product in its entirety, being explained all the aspects of the product, watching it in actual use – all these go a long way in building the viewer’s trust. This is a special advantage for complex products like repair kits and multi piece sets where the potential customer has the satisfaction of knowing exactly how to use the product in its totality before deciding to buy it. Nothing is vague or left to the imagination. Surprisingly according to a survey, DRTV viewers are more likely to trust infomercials than congress, used car salesmen and corporate executives!

With DRTV, the viewer is a part of the commercial. The presenter talks directly to the viewer which works sub-consciously at a near-personal level and persuades the viewer to call for more information or to even place an order. Attractive buy-back policies, discounts and freebies add to the winning formula. Add-ons are also very important for a successful DRTV campaign to maintain the recall value of a product.

From extra to superstar

2006-04-05T06:15:00.000-07:00

Remember the olden days when you were down with the flu and had nothing better to do due to lack of sleep than to watch late night TV? That used to be the time when those guys in infomercials would sell products that seemed ground breaking, innovative, or at worst, downright weird. What on earth happened that these very same direct response adverts now have whole channels dedicated to them? And when you see that big players like MGM and Apple have made themselves comfortable in this medium, you know that DRTV has arrived big time.

DRTV is all about storytelling. The biggest advantage of an infomercial is that there is plenty of time to present the product, talk about its unique points, advantages over other similar products, illustrate its uses with actual demonstrations, talk about its unique points once again, have genuine users testify to the usefulness, talk about its unique points yet again and finally call on the viewers to place their orders right away. Even though people are generally reluctant to buy what they see on TV straight away, infomercials are surprisingly successful. Breakout hits have become virtually goldmines, for example the all time hit, the Ginsu 2000 Knife Set.

Advertisers are being drawn to direct response TV because it’s a more efficient — and flexible — way to acquire ad time and target prospective customers, says Advanced Results Marketing EVP, Beth Vendice. People love miraculous transformations and the longer time given to infomercials shows very thoroughly all the aspects of the product and simulates a hands-on trial for the viewer. Another reason for the success story of infomercials is the very attractive prices and offers (you almost always have a ton of add-ons or gifts thrown in for free). But the biggest attraction of all is the “Order now! Our operators are standing by!” promises that viewers find simply irresistible!

Next time round we’ll try to look at some figures and statistics concerning all things drtv. Let the comments and ideas come.