Landing Pages and SEO for DRTV Campaigns - Customer Acquisition Chain Link 5
DRTV Commercial No. 8: Seat Belt Mate, seat belt extender. Link: www.seatbeltmate.com. This is another traditional DR spot, featuring a product that extends a seat belt so that the strap is more comfortable. The site is very well done and includes the commercial and before/after photos. It’s completely relevant to the commercial and is another well done CAC. While this company doesn't appear to be doing anything in paid search, it’s probably not necessary as their brand name results in them coming up first in organic results.
Summary and Conclusion: Our experience shows that there is a tremendous symbiotic relationship between DRTV and what happens online. Because launching a DRTV campaign often runs into the hundreds of thousands of dollars, having a problematical website or a non-existent search program puts the entire infomercial in jeopardy. The site, search program and other online tactics are often overlooked by advertisers—to their detriment.
Carrie Burns and Cynthia Tully are vice president account directors and Dorothy Weaver is a vice president of digital marketing services at St. Petersburg, Fla.-based advertising agency acquirgy. Burns can be reached at email@example.com, Tully via firstname.lastname@example.org and Weaver can be contacted at email@example.com.