Is Now the Time to Test DRTV?
* Does the product or service fulfill an immediate need?
* Does the product or service have a perceived value?
* If you plan to sell direct, is the product or service priced right for an immediate sale or suitable for payment options?
* Does the offer have cross-sell or up-sell potential?
If you can answer "yes" to three or more of these questions, your product or service is likely right for DRTV.
Short-form vs. Long-form
Once you've determined your offer is appropriate for DRTV, the next step is to determine a format: short-form (30-, 60-, and 120-second spots) or long- form (a half-hour infomercial). Picking the best route depends on your objectives, your budget and marketing allowable cost per order, and the demonstrability of your product.
Short-form is used generally to build brand and create awareness, while simultaneously generating an immediate response. For example, a long-term care insurer may use a short-form television spot to generate leads cost-effectively.
More complex messaging and a product that needs more demonstration may require long-form. A piece of exercise equipment or a series of videotapes may do well utilizing an infomercial. Long form—because of its narrowed media placement opportunities—may have a limited reach as compared to short form. But infomercials provide an excellent vehicle for direct sales.
Some marketers will test long-form and short-form efforts in order to determine the most effective approach. Additionally, some will use both formats to reach a variety of audience segments during different day parts and through different media outlets, getting a better bang for their buck.
Short-form has different applications. Some complex direct-sell offers and lead-generation programs simply require more time than a two-minute spot provides. For other offers, the shorter time frame is all that's needed to elicit an immediate response. Consider testing a combination of short-form spots to find the mix that meets your cost-per-lead/order/call allowance.