Bark Busters USA’s Bill Marino on DRTV
TM: What convinced you to switch from direct response radio to DRTV?
BM: We have dramatically scaled back radio and significantly increased direct response TV. ARM allowed us to target more effectively and showed us how DRTV could be more cost effective. In many cases, we were able to get better frequency. And with the visual nature of TV, we certainly have the statistics to show that moving to DRTV has pulled much better.
TM: How are you tracking response to your DRTV spots, given the integrated nature of your campaigns?
BM: We certainly believe tracking is important, so we track in two ways. The DRTV drives folks to our national call center with a toll-free number. Then the call center qualifies and tracks the origin of each lead by network; if the caller knows where they saw us, we’re able to track that. We also provide on the spot our Web site address, so we take [visitors] through the same sort of qualifying process through the Web interface. Once a lead is qualified, it’s turned over to a [Bark Busters] behavioral therapist in the [corresponding] ZIP code; on the Web, it’s an automated text-messaging and e-mail-generating system that processes leads.
TM: What results is Bark Busters USA achieving through DRTV?
BM: We did an analysis at the end of last year, after almost four months worth of the shift in campaign structure. We had seen our call volume go up 20 percent and our Web traffic go up 40 percent. What I have seen year-to-date compared to past years—we’re up 22 percent [on call volume] and 41 percent [on Web traffic]. Bookings have increased by 10 percent And, it’s even trending upwards from there. To make an adjustment like this in our media buy and to see that sort of result is what I’d absolutely call outstanding.