Is Now the Time to Test DRTV?
* launch new products or services,
* reposition mature brands,
* educate consumers about a product's benefits,
* create cost-effective awareness for a traditional direct marketing campaign,
* create a new market niche, and
* increase brand/product awareness.
With DRTV, your goal should be to focus efforts where you want to drive your customers.
Before embarking upon any DRTV effort, take a serious look at the numbers. Your DRTV goals should relate back to overall business goals and specific marketing objectives need to be set for this medium.
The most important question to ask is, "How much can I afford to spend to generate a sale?" Once you determine your allowable cost per order, test and retest efforts to reach that target.
When it comes to budget, we're continually asked, "How much does it cost to produce a DRTV spot?" There are too many variables to give a blanket answer.
If brand is important to the overall campaign, then produce a top-quality, brand-conscious spot. If brand is not a concern, video and a small crew can produce a less expensive spot. If no spokesman or actors are required and the entire spot can be generated in the edit room, then the cost will be much less. If extensive demos are required to tell the story, factor in higher costs.
Additionally, some clients are afraid that DRTV spots will look "cheap," and therefore, hurt their sales or image. Production skills and techniques have brought the capability of a high-end "look" to most advertisers and budgets. A word of caution, though: Do your homework before selecting a firm to produce the spots.
When comparing DRTV to other direct response media, consider that DRTV can be less expensive than print and result in lower cost per inquiries (CPIs). A national cable test can be equal, dollar-wise, to producing and placing print ads or executing a massive direct mail campaign.