Landing Pages and SEO for DRTV Campaigns - Customer Acquisition Chain Link 5
DRTV Commercial No. 4: NutriSystem food delivery service. Link: www.nutrisystemcom/40offmen. Former quarterback Terry Bradshaw pitches the 40th anniversary sales event with a 40 percent off offer, aimed at men. The website carries through with a photo of Bradshaw and the large 40 percent off offer. An online chat box pops up after landing on the site–a good feature. Their search program is 100 percent aligned with the DRTV spot and Web page. This is an extremely good example of a well done CAC!
DRTV Commercial No. 5: Regus professional office space. Link: www.regus.com/tv. This short-form pitches professional office space and encourages businesses of all sizes to contact the company for more information. The website parallels the spot and offers a “two months free” deal. They are present on some keywords; they could be doing more search, based on the words in the commercial.
DRTV Commercial No. 6: Merit Financial gold and silver sales. Link: www.meritfinancial.com. This long-running spot features Merit’s “1% over dealer cost” offer and espouses the value in gold and silver as an investment. The well designed site is a good CAC example, as it mirrors the commercial—including free, insured delivery on in-stock items. For the search terms we evaluated, Merit was bidding on all of them and the search copy included the 1 percent offer and the free insured delivery copy. Well done.
DRTV Commercial No. 7: EZ Eyes large print computer keyboard. Link: www.getEZEyes.com. A traditional DR short-form features a keyboard with yellow keys and large print, making it easy for people to see the keys. The typical DRTV offer features a second keyboard for free (pay separate shipping and handling). The site drives home the value proposition and the commercial plays automatically. While they are bidding on the “ez eyes” search term, they are not (on Feb. 1, 2012) bidding on “large print keyboard.” So their paid search program may need more keywords. Good CAC for DRTV-to-Web, but it needs more work on DRTV-to-paid search.