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.