DRTV, otherwise known as direct response television, is one of the most cost-effective forms of media buying. In general, an infomercial media buy is less expensive and produces better results than a traditional media buy. In fact, direct response television (DRTV) can cost up to 50% less than traditional advertising.
So, what follows are our top 10 tips for effective media buying for direct response television (DRTV):
Some tips are common sense, others are unique to the present economy; the rest are media buying strategy tips. These tips work and can make your media buying more successful.
1. Make an infomercial media buy part of your media buying strategy. More than ever before, traditional advertisers are pulling their ads due to budget constraints. This leaves television stations and radio stations with empty slots that need to be filled, often quickly. When direct response television (DRTV) is part of your strategy you can obtain those advertising slots for a fraction of the cost.
2. Use a professional direct response television production team to produce your infomercial. A professionally produced spot will go a long way towards reaching your target market while a second rate spot will fail to produce your desired results. Just because your advertisement is designed for an infomercial media buy does not mean that it should be anything less than top-notch.
3. Devise a way to measure results. As with any form of marketing, you should track your return on investment for direct response television (DRTV). With direct response media buys, you can measure results and adjust your media buying accordingly. What works well in one season or market segment may not work equally well for all seasons or market segments. If your infomercial media buy is not getting the desired results, you can find out why by analyzing the results.
4. Make customers a priority. In today’s ultra-competitive economy, a good customer service experience can be the difference between getting more business and going out of business. Make sure that your telemarketing operators are well trained to be polite and responsive to callers. Your product shipment process should also be simple and hassle-free for customers.
5. Consider your demographic when producing an infomercial media buy. Studies show that customers are most likely to buy from someone they can relate to. Make sure that you cast actors and actresses who fit your target demographic when producing your direct response television (DRTV) commercial or infomercial. The wrong infomercial cast can be the difference between success and failure.
6. Offer a deal. Consumers are always looking to get more for their money, but in these tough economic times, the deal is more important than ever. You can include a deal in your DRTV offer by adding a related gift to each purchase, offering twice the product for the same price, or otherwise showing how purchasing the product will save the customer time and money.
7. Use your direct response television commercial to tell a story. Ask yourself how the product will change the customer’s life and then script a story that shows the life change to your target audience. Everyone loves a good story. Effective use of storytelling in DRTV spots can affect your media buying success in a dramatic way.
8. Be honest and truthful when producing material for an infomercial media buy. Nothing will hurt your media buying campaign more than misinformation in a direct response television campaign. Make sure that the claims you make in your infomercial media buy are accurate and correct. Your job as a direct response marketer is to educate customers about a product’s benefits.
9. Repetition is key in direct response television. Studies show that the average person forgets most of what they see or hear on television in less than a day. That is why you should use repetition in your DRTV slot if you want your media buying to be effective. It is a proven fact the repetition of key points helps the memory.
10. Make sure the customer can contact you. It may seem obvious, but including a working phone number and repeating often during your infomercial media buy can make the difference between successful sales and frustrated would-be customers. Also, make sure that there are enough operators available so that when a customer does call the customer is not placed on hold or does not get a busy signal. It’s also important to include your website in your DRTV infomercial, since 30-50% of consumers responding to a DRTV campaign now order through the company’s website.
This year, 2009, may be one of the most challenging years yet for media buying. However, with the right information and by using effective tools such as direct response television (DRTV), a smart media buyer can still meet or exceed the results of earlier years.
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