Adding DRTV to the Mix
While you typically cannot control the exact day or time that your direct response commercial will run, you can target your audience quite precisely by buying cable networks that cater to your best prospects. With the plethora of cable networks available today it is possible to reach virtually any audience segment ranging from toddlers and teens to fly fishing aficionados and cross-stitching fanatics. In addition, direct response buys can be made on national networks such as ABC, CBS and NBC and are often available in nationally syndicated shows such as "Jenny Jones" or "Rosie O'Donnell."
Making DRTV Work For You
Whether you market multiple products through a catalog or a single product or service via direct mail, direct response television can be a powerful and cost-effective advertising complement. Lens Express, which sells contact lenses via direct mail, considers television its most cost-effective means of marketing other than word of mouth, and credits DRTV with establishing credibility and brand awareness in addition to generating immediate sales.
Direct mailers and catalogers can use DRTV to ultimately reduce their costs per order, lead or customer in many ways:
• DRTV spots can run in tandem with a scheduled direct mail campaign, generating orders on its own as well as lifting response rates by providing additional exposure for your offer.
• Catalog marketers with appropriate product lines can use DRTV to sell "hot" products on a stand-alone basis and add new customers to their house list in the bargain. Moreover, many manufacturers will share the production and/or media expenses if their products are featured in your offer.
• DRTV spots can generate highly qualified leads for complex or expensive products. You may not be able to close a sale for some items as effectively in a 60-second spot as you can in a three-page letter, but a powerful commercial and offer will generate leads that a skilled inbound telemarketer or sales rep can then convert into sales and long-term customers.