Direct response TV is anything but a standalone entity. In fact, it has been a "team player" in an advertising world where disparate media and strategies are increasingly called upon to work well with others for the good of the entire campaign. Whether it is supporting a retail rollout, channeling traffic to the Web, or helping to increase awareness of a major brand, DRTV possesses the influence, power and accountability needed to drive real results.
Here are eight ways the medium works well with other advertising mechanisms:
1. DRTV Takes 'Brand Response' to New Heights
Rather than just the 15 or 30 second blur of brand images, DRTV uses longer commercials—60, 90, 120 seconds or 30 minute long forms—to delve deeper into a product's features and benefits, while further promoting the brand look and feel. The result is something called "Brand Response"—combining the memorability of brand messaging with the measurability and conversion of direct response.
2. DRTV Spawns New Brands and Supports Existing Ones
Famous brands like Proactiv Solution, magicJack, OxiClean, Orange Glo, the George Foreman Grill, Beachbody, Snuggie, bareMinerals and Euro-Pro were birthed by DRTV and live on in retail—launched into mega brands at a fraction of the usual $150 million to $200 million to create a standard brand.
3. DRTV Makes Retailers Really Happy
DRTV products once occupied cramped "As Seen on TV" space at the back of the store. Today, they are strategically positioned all over the sales floor. Why all the attention? A high percentage of consumers who see a show advertised on DRTV wind up learning from it, getting their interest piqued, and then visiting their favorite retail outlets to find out more. As a result, retailers see both short-form and long-form DRTV as testing grounds for innovative products that may or may not sell through on their shelves. If it sells on DRTV, then the odds it will also sell at retail are very good.