Finding & Funding
Revising the Web site and improving search are just some of the tweaks that the Oasis Legal campaign undergoes on a regular basis. “We’re constantly testing and retesting, whether it’s different ads on PPC, content on the Web or TV, specific offers, or our choice of broadcast TV or cable,” says Chodes. “The hurdles for DRTV are no different than for anyone else marketing directly: avoiding creative fatigue, finding new markets and responding to those who are driven to action.”
Oasis Legal is also branching out into radio. Olsen says that radio isn’t a core channel yet, although the company does plan to increase coverage in the future. “It’s taken some time, but more folks who have seen our DRTV ad or listened to our radio spot come to us through the Web than did 12 to 18 months ago.”
“The world has changed,” says Morvay, “and people are always searching for solutions to their needs. Once you understand that, you start to build your communication strategies differently, constantly optimizing them using online information. The growth of search is enormous, and while we’re rarely in the No. 1 spot, you don’t have to be No. 1 to get good ROI.”
W. Eric Martin is a freelance writer based in Concord, N.H. and the editor of BoardgameNews.com.