 |
 |
|
"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
| - R. Gregg Marketer of Senior Products |
|
MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Direct Response Television - DRTV
By: Peter Koeppel |
| |
Direct Response Television (DRTV)
Direct response television (DRTV) is an excellent vehicle for marketers to utilize for selling product and services
directly to consumers. Direct response TV has proven to be an effective marketing channel for both Fortune 1000
companies as well as entrepreneurs. Direct response television consists of both short form DRTV spots, generally:60 or
:120, and long form DRTV, which are commonly referred to as infomercials. DRTV works best for products that appeal
to a broad audience and are highly demonstrable.
Typical DRTV Purchaser
The typical direct response TV viewer and purchaser is a woman about 50 years old with a household income around
$55,000. However, males now make up a sizeable segment of the DRTV viewing audience. In fact, one of the leading
direct response television products over the last several years was a ladder product and 60% of the DRTV purchasers
were male. In recent years the direct response TV industry has experienced growth in DRTV purchases among a younger
segment of the direct response television audience.
DRTV Offers and Pricing
Generally, products priced under $29.95 work best with short form DRTV advertising. Direct response TV infomercial
products typically range in price from $39.95 to $100, but there are many direct response television products that
have been successful that have sold for over $100. Some direct response TV campaigns include a soft offer, where
there is no price point featured in the ad. Other DRTV media campaigns include the price in the ad and are referred to as
hard offers. A DRTV media test allows the marketer to test different offers and price points, to determine the best
direct response marketing and media buying program for their direct response TV campaign.
Direct Response Television Back-End Programs
With higher DRTV media rates, it's harder to achieve profitability on the front end of a direct response television
media campaign. That's why it's important to establish a strong back-end program as part of your direct response TV
campaign. Many DRTV products sold today also include a continuity program, where with the consumer's permission they
are shipped a product on a regular basis. An example of this would be a DRTV nutraceutical product that needs to be
taken on a regular basis. The ongoing income from this type of direct response television back-end program can help
to increase the chances of your direct response TV media buying campaign being profitable. It's best to consult with a lawyer
experienced in the rules related to DRTV continuity programs before launching your program.
Direct Response TV Vendors
In order to maximize your chances of having a successful direct response television marketing campaign, it's important
to align yourself with experienced vendors in all aspects of your DRTV program, including direct response TV media
buying, telemarketing, DRTV production, fulfillment and card processing. Make sure you do your homework and work
with seasoned DRTV vendors. They understand how to construct a successful direct response TV campaign and have
worked with other successfully direct response television marketers, so they know the formula for success. They also
can help evaluate your product to determine if it's appropriate for DRTV.
DRTV Hybrid Media Plans
Many savvy marketers are now utilizing a hybrid DRTV approach. This allows the marketer to take advantage of lower
DRTV media rates, while also incorporating traditional advertising metrics such as CPM's, impressions and rating
points into their DRTV media plan. Frequently, the buyers at the leading retail chains are looking to stock successful
direct response TV products at their stores. However, they are accustomed to reviewing media plans with traditional
advertising metrics. That's why this type of hybrid DRTV media buying approach is particularly valuable for direct response
television marketers looking to impress retail buyers. In addition, this type of hybrid DRTV media plan can deliver a
larger audience than a traditional media plan, at a lower cost. A comprehensive hybrid direct response TV media program
can help differentiate your product from other's in the marketplace and result in stronger sales DRTV and retail
sales.
Selecting An Experienced Hybrid DRTV Media Buyer
Make sure you work with a direct response media-buying agency that is an expert at developing and executing this
type of hybrid DRTV/general media buying plan. The media planner/buyer you select should have a track record of
successfully buying media for DRTV/drive to retail campaigns and the ability to utilize traditional media buying
metrics, such as CPM's, impressions, rating points, Nielsen data, etc. Keep in mind that the retail sales for a
successful DRTV campaign can often amount to 5-10 times the DRTV sales, so employing a direct response media buyer
who knows how to drive retail sales can be a critical component of your direct response media campaign. By selecting a
media buying firm with this type of expertise, you will help ensure that both your DRTV campaign and drive to
retail program, generate a profitable return on investment for your company.
Developing a successful DRTV campaign is similar to starting a business. Many products end up failing, but for those
marketers that develop successful direct response TV products, the rewards can be significant. Keep these tips in
mind when it comes time to develop your direct response television campaign.
|
| |
|
|
|
