Placing Inserts in DRTV-Sold Product Shipments
Just like inserts in catalog product shipments, your product offering should make sense in light of the product the DRTV buyer purchased and the demographics of that buyer. Note that most DRTV buyer files are by their very nature somewhat more mass market than catalog buyer files because TV stations are not as narrow-band as selecting lists from databases. Copy and graphics need to recognize this and shouldn’t focus on too narrow a slice of your potential buyer audience, lest you lose opportunity for potential sales.
So, consider DRTV product shipments as a viable insert opportunity. There are lots of them, and there is lots of room for success if you serve up the right offer and presentation.
Shari Altman is president of Altman Dedicated Direct, a direct marketing consultancy specializing in acquisition, continuity, DRTV and loyalty marketing. She can be reached at email@example.com or (336) 969-9538.