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"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 |
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MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Koeppel sees higher conversion in phone, Web address combo for infomercials
By: Peter Koeppel
Published: 05/07 DM News |
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Companies who use direct response television are finding the Internet to be an
increasingly significant part of their marketing mix and a more cost-effective means of conversion.
Along with toll-free numbers, marketers increasingly are placing Web site addresses in their spots and beefing
up their product sites.
"We're seeing more convergence of TV and the Internet," said Peter Koeppel, president and founder of Koeppel
Direct, a direct response media-buying agency in Dallas.
"Fifty percent of the people have high-speed broadband connections, so it's easy for them to log on to a Web
site when they're watching a DRTV spot," he said, "and we're finding anywhere from 15 to 70 percent of the
purchasers are making the purchase online instead of through the 800 number, which is actually good for the
DRTV marketer, because they're not paying the telemarketing costs."
Mr. Koeppel said that while some marketers feel they may not be getting the conversion they want, he has tested
using the Web address in spots.
"One client didn't want to put the Web site in their commercial because they thought the conversion would be
lower because it was a higher-price-point product and they thought the telemarketing would be more efficient at
converting," he said. "But once they included the Web site, their overall sales went up 15 percent."
"Because so many people now have high-speed broadband connections, DRTV marketers are running their commercial again
on the Web site so that the person who may have just tuned in and watched only a portion of the spot can watch it
again," he said. "And some of them are putting an 800 number in the commercial on the Web site, in case the consumer
wants to call in after viewing it online."
In fact, Mr. Koeppel said that most companies are putting both a URL and a toll-free number in their spots.
Just as adding Web addresses has been effective for DRTV, online retailers are finding that DRTV is helping them, too.
"I've had some clients use DRTV to take their online sales to the next level," Mr. Koeppel said. "From what I've
heard, eHarmony was one of the first big success stories in that area. I'd heard their sales were maybe $20 million
before they added TV to the mix and then their sales went up to $100 million with TV. They were only tapping a
certain universe online."
"We've had some success with that also, using the power of TV to drive people to Web sites," he said. "It's been
very effective in taking clients' businesses to the next level."
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