It’s All About the Offer: But Wait, There’s More
Offers that drive response to DRTV spots
The offer presentation in a direct response television (DRTV) spot is a careful orchestration: The marketer wants to build up perceived value for its product with value-added deals, while also convincing prospects that the price is nowhere near the actual value of what’s being offered.
In fact, says Ron Perlstein, CEO and executive producer of Infoworx, a full-service direct response television agency in Boca Raton, Fla., often you want the premiums to look more valuable than the core product.
Establishing a market price for each product and premium and then presenting your reduced deal is the basic way to generate excitement and drive response. But it’s not the only way. A variety of offer tactics are being employed successfully in DRTV spots at the moment. Can one or more of these ideas work for you?
Trial offers have become more popular in the past four years, notes Tim Hawthorne, chairman and executive creative director of Hawthorne Direct, a full-service direct response television advertising agency in Des Moines, Iowa.
An example of a trial offer is giving prospects the option to test a $300 exercise machine for 30 days for a trial fee of $9.95, explains Hawthorne. When the 30 days are up, the prospect returns the equipment, or is charged the full price.
This offer is proving to be a good way to overcome consumer reluctance to purchase large-ticket items, regardless of the moneyback guarantee.
2. Easy Payments
A natural extension of the basic offer presentation that attempts to minimize price is installment billing. Multi-pay offer structures allow you to present a workable price point, says Hawthorne.
A good way to leverage multi-pay offers to drive response, says Perlstein, is to reward prospects for calling within a certain timeframe by knocking off one of the installments.