| Direct Response TV can be utilized to both drive product sales at the retail level and to drive DRTV products into the retail space. |
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| There are three types of Direct Response TV/Retail models that direct response marketers employ: |
| | 1) A successful Direct Response Television campaign that helps to open retail doors for Direct
Response Television marketers |
| | 2) Retail product marketers that utilize Direct Response TV to drive retail sales. |
| | 3) A hybrid Direct Response Television/Retail campaign that drives calls, web and retail traffic. |
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| | A media investment of $300,000 per week or higher over at least eight weeks is generally required to build adequate brand awareness. |
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| | This level of spending must be maintained for another quarter to maintain product sell-through at the retail level. |
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| | Companies with existing retail distribution have an easier time taking direct response products to retail than companies going to retail for the first time. |
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| | Typical Direct Response TV products that go to retail sell an average of five to ten units in retail for everyone sold on TV. |
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| | Retail sales can vary based on how long DRTV companies are willing to continue running a direct response television campaign to support retail sell-through. |
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| | Direct response marketers that continue running Direct Response TV campaigns, even at a loss, report retail-to-DR sell-through ratios as high as 20 to 1. |
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| | Koeppel Direct can advise direct response marketers regarding strategies to maximize both your DRTV and retail
sales. We can also align direct marketers with professionals in our industry, who can help you take your products to the retail marketplace. |
