How successful is DRTV?

Nowadays, DRTV accounts for at least 25% of all television commercials and nearly two third of the American viewers have watched a DRTV commercial.

DRTV advertisements and Infomercials tap into the emotional side of viewers. The viewer’s trust is established with the creative, where the viewer is able to see or hear about product/service in its entirety, is provided explanations of the features and benefits of the product/service and is shown product demonstrations. 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. Testimonials are also a great way to establish trust with the consumer and create credibility Surprisingly according to a survey, DRTV viewers are more likely to trust infomercials than congress, used car salesmen or 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 or log on to the website for more information or to even place an order. Attractive buy-back policies, discounts and freebies also add to the winning formula. Upsells and premiums are also very important for a successful DRTV campaign to maintain the recall value of a product.

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. Driving retail sales is one of the most important consequence of DRTV campaigns. What the viewer sees on TV is recalled better next time they are out shopping at the local store or supermarket. They see on the shelves what they saw on TV. It motivates them to stop and look, examine the product. This can often result in a purchase eventually. Another area which 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, something that will enhance the present one or 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 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.

Direct Response TV marketing – Is it for you?

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.

Short form DRTV (Direct Response ads that are between 30 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, at best, innovative and at worst, bizarre products is today a lucrative advertising means for a wide range of businesses.

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 the sales of products advertised on DRTV spots are now conducted through websites. So if you have a unique product and a website as well, DRTV is the perfect mode of advertising for you.