Is Now the Time to Test DRTV?
Creative development is a process that blends marketing know-how and art. Successful practitioners can develop a carefully formatted creative approach, in any length—from a 30-second spot to an infomercial—that can both brand a product and efficiently deliver sales or leads.
Testing to Reach Your Target Audience
Cable, broadcast and syndication are just a few of the many media options available today. The variety of choices enables good media planners to help their clients target customers efficiently.
And while the industry is quickly moving from broadcast to cable, it's important to establish your own business goals before developing a test strategy. What is your product or service's geographic distribution? If it's national, cable is a must to test. Also consider testing syndicated programs for products or services with national reach. Airing spots during syndicated programming combines the advantages of placement in highly promoted time slots with attractive rates.
Test spot broadcast when you want to target specific geographic areas.
National cable is the single most efficient DRTV delivery mechanism—it always delivers the most efficient cost per call. However, it is only applicable when the product or service is national.
When selecting stations, regardless of whether they are broadcast or cable, it's important to create a test metric that will minimize risk and provide the best opportunity for analysis. Test to identify trends, to determine the efficacy of your product and/or offer, and to make future media decisions.
Lead Generation and Traffic-building
Generating leads cost-effectively, driving traffic to retail stores, and sending consumers to the Web—are all possible through DRTV. While DRTV is universally recognized for its ability to make immediate direct sales and quickly generate leads, it can be integrated into existing campaigns to build brand and lift the results of other efforts, including free-standing inserts (FSIs) and direct mail—and, more recently, to lift retail. DRTV has been successfully used to: