Finding & Funding
Says Steven Morvay, SendTec’s executive vice president of client services and managing director, “We convinced them that DRTV was a channel that could be a large acquisition for them. The main attraction of DRTV is its ability to convey both sight and sound. Along with that is its ability to project the emotion that comes with being involved in legal suits, which can be quite disturbing to the life of a family and individual.”
From Broadcast to Broadband
The ideas and scripts for the DRTV spots are developed collaboratively between Oasis and SendTec, with the latter company handling postproduction. While creating the DRTV spots, SendTec is constantly figuring out how to tweak its approach to SEM for Oasis. Morvay says that SendTec’s search group reviews the scripts for the Oasis DRTV spots prior to them being filmed to do research and give feedback. “Our search team is buying and covering vast amounts of keywords that our clients need to get the traffic,” he says.
As with direct mail, DRTV can be tested and revised constantly, asking questions such as: What kind of creative works? Do you want cable or local? What time of day works best? “We created our first execution with a couple of variations, started relatively small and worked our way up,” says Morvay.
Oasis now spends more than $100,000 per month on TV spots nationwide—but it doesn’t just buy ad spots on national cable networks. “We’ve done a very robust customer-profile analysis so that we can identify areas of the country where our customers represent a large proportion of their county, ZIP or state,” says Chodes. “That’s allowed us on the media side to target our buying to get at that customer much more efficiently. It’s not so much that national buying doesn’t work, but that we can target the message better this way.”