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.