Adding DRTV to the Mix
• DRTV also can be used in conjunction with direct mail to educate and inform customers by enticing them to attend seminars or schedule a product demonstration. Charles Schwab, for instance, uses both DRTV and direct mail to promote its investment seminars.
Measuring Its Effectiveness
General television advertisers measure the effectiveness of their advertising campaigns by comparing the audience rating points delivered against their audience rating point objectives. DRTV is much more accountable. With DRTV, it doesn't matter how many people see your spot unless the phones ring with inquiries and orders. And with DRTV, you can monitor your cost per order or lead on a daily basis and adjust your offer, creative and media buys accordingly. In fact, testing and tweaking are the keys to success when using DRTV. Once you have a campaign that is achieving its profit goals, you can expand it for as far and long as it remains profitable.
To create a profitable DRTV campaign you must start by doing your homework. Chances are that someone else has used DRTV to market a product similar to yours, and their experience could save you time and money in the trial and error process. Companies such as Nielsen, Infomercial Monitoring Service and Competitive Media Reports can provide you with a wealth of information regarding networks and stations that were used, commercial length and how many spots were run. Keep in mind that the longer and more frequently a particular commercial was aired, the greater the likelihood that it was working. Video Monitoring Service can provide you with tapes of current and archived commercials for virtually every direct response product for a nominal charge.
Once you have a sense of what worked and didn't work, you can begin creating your commercial. Although 120-second spots have fewer opportunities to run than 60-second spots, I recommend producing and testing both lengths. A 120-second spot provides you with twice the demonstration, testimonial and selling time for your product and service and also gives viewers a better chance to remember your toll-free number.