Direct Response (DRTV) with Brand Marketing

By Lindsey Carnett

BEST PRACTICE BRIEF: MANAGING YOUR REPUTATION—ALL THE WAY TO THE BANK

What do all direct-to-consumer (D2C) advertisers have in common? Visibility! If you are spending ad dollars to promote a brand, the goal is to earn valuable impressions that will convert to sales. Unfortunately, this also makes these brands susceptible to negative press, an online war with the competition or someone looking to ride the coattails of their ad dollars all the way to the bank. How can a product marketer make sure their ad dollars are yielding high returns from start to finish? A positive reputation, brand loyalty and management of the brand messages to own the category marketshare all aid in optimizing advertising campaigns.

WHAT’S THE DEAL WITH FACEBOOK AND TWITTER?
By taking an active role in social media communities direct response (DR) advertisers can increase awareness of their brands. Having a D2C product name become synonymous with value, practicality and innovation is key to seeing an increase in orders. The use of social media is fairly new in marketing, but is rapidly increasing. Although 88 percent of marketers surveyed use social media to market their business, 72 percent have only started doing so within the past few months, according to the April 2010 Social Media Marketing Industry Report, sponsored by the Social Media Examiner. Since social media is so new, companies are working to understand how to best utilize it to generate sales.- READ THE ARTICLE: Managing Your Reputation—All the Way to the Bank

By Rick Petry

Many products are successfully sold via short-form direct response television, yet programs that are asking for the order, versus just trying to generate a lead, frequently require a full two minutes. The one hundred and twenty seconds is required because it takes time for a commercial to set up a problem, offer the solution in the form of the product’s unique selling proposition, and then do an offer build and provide the requisite order information. However, whenever a marketer is putting together a “deuce”, as the industry sometimes refers to it, they should also include a 60 second version of their commercial for the following reasons:

Two-minute short-form DRTV inventory can be challenging to clear depending upon what is happening in the marketplace. General advertisers pay a premium for guaranteed placement, whereas DR advertisers are immediately preemptible. Therefore the strength of the general media marketplace determines how much inventory is left over for DR and that inventory can ebb and flow depending upon a variety of factors. For example, if a show under-delivers the audience of a particular demographic that was promised to the general advertiser, the network or station may run free airings to make up the audience shortfall. This siphons inventory away from DR. - READ THE ARTICLE: Why Short-Form DRTV Marketers Need a 60 Second Spot

By Justin Kilgore

The commencement of a new Direct Response campaign brings a myriad of choices for a client. Often times, the task of making these choices can be daunting, particularly for the inexperienced. One of the primary choices is that of selecting which call center will represent your company by handling the inbound volume for the campaign. In an effort to clearly and efficiently focus on this step, I’ve highlighted three core criteria a client can use to make the correct selection: product, media format, and co-vendor familiarity. By utilizing these three categories to help delineate their choice, a client can save time, effort, and resources needed to complete all of the tasks associated with a launch.

The first criterion mentioned is product, the basis for the campaign itself. What is the product or service being offered? What is the estimated price point the product will be sold at? Is the product technical in nature, potentially requiring a more in-depth sales approach, or is its purpose more self-evident, potentially requiring a more direct approach? Like DR campaigns themselves, call center vendors come in a wide variety of specialties. Approaching the product from this perspective can help focus the call center search to those vendors with a history of success in handling similar campaigns. According to T.C. Blumberg, CEO of Evolve Tele-Services, Inc., “Most of the major DR centers have handled the gamut of product types at one time or another, but each of us tends to have certain models that work better in our own environments.” - READ THE ARTICLE: Picking The Right Call Center For Your DR Campaign

By Mauricio Duran

The myriad ways that businesses are leveraging SharePoint clearly demonstrate that in today’s Web 2.o world, the Web site is no longer simply online “brochure-ware.” Indeed, SharePoint-built corporate Web sites act as virtual stores, online communities and portal destinations where users visit, buy and interact. Using SharePoint, it’s easy to create wikis, blogs, and portals to enable groups to collaborate and personalize content based on the user’s profile and needs. In addition to sharing and managing content, SharePoint allows businesses to deploy search functionality as well as analyze important corporate data. It is a little known fact that SharePoint is also being used more and more to optimize search engine rankings. - READ FULL DIRECT RESPONSE ARTICLE: Leveraging SharePoint to Optimize Your Search Engine Rankings

By Jill Albert

You know that device you listen to day after day on your way to the office, it’s on at the gym, you in fact SING ALONG with it when your favorite song plays, yell at it when RUSH LIMBAUGH is ranting or your favorite team misses a shot. You have come to rely on your favorite radio station for traffic information and breaking news, as well as a recommendation for a new restaurant, how to entertain yourself in the coming weekend, what retailer is having a sale and how to survive in today’s economy. It is true… most of us have an emotional bond with our favorite radio station.

Radio continues to be a staple in America’s daily diet with over 90% of working adults listening two plus hours each day, and reaching over 94% of all people weekly. Radio provides target ability, relationship marketing, frequency as well as REACH and is present with just about every one of those emerging technologies that we marketers are trying to use to reach consumers. Internet users listen to radio more than any other media while surfing the web and over 45% of Internet radio listening is streamed to local stations.
- So what about RADIO?

By Angie Scheribel

The best opportunity for increasing return on your advertising investment right now is the Hispanic market.

If Hispanics are not on your marketing radar, the chances are you’re a few steps behind your competition. The U.S. Hispanic population is growing at a rapid rate and their buying power is growing with them.


According to Hispanic Market Weekly (March 2, 2009), Hispanic purchasing power has reached $980 Billion and is expected to climb to $1.3 Trillion by 2013. They are the fastest growing group in the U.S. accounting for 50% of this decade’s US population growth. With a population of 46 Million today Hispanics are expected to be a full 20% of the U.S. population by 2020. The community’s purchasing power represents the ninth largest economy in the world- larger than the GNP of Spain, Mexico, or Brazil, according to the Hispanic Association on Corporate Responsibility

More and more advertisers have been seeing the need to reach this growing segment of the population. From 2000-2004, Hispanic directed budgets from the top 50 advertisers grew 87% (from $658 Million to $1.23 Billion). Major advertisers such as Proctor & Gamble and McDonalds have continued to increase their spend in the Hispanic market, and have seen continued returns for their investment. Hispanics are generally known as being very brand loyal, and see companies like McDonalds as being invested in the Hispanic market for the long haul because of their advertising efforts. Enormous numbers of household and personal products find Hispanics a 30 to 50% better prospect to make a sale.

- Marketing to Hispanics in a Down Economy

- By Alexis Rosenberg

In this weakening economy, many companies have cut their advertising budgets along with their workforce. This does not bode well for the advertising world at large. It becomes a domino effect with the result being Newspapers and Magazines, whose livelihood depend on advertising revenue, folding. To counteract this effect, DISH Network is in the fortunate position of expanding.

DISH Network’s main headquarters are in Denver. A little over a year ago, a New York advertising sales office for DISH Network was opened. This was spearheaded by Mr. Michael Finn, who came over from Viacom. Now, there are salespeople in both offices, establishing a greater reach into the marketplace.

Brian Norris, previously from Viacom and Lifetime, heads up the Direct Response team. By selecting a team of DR salespeople from throughout the industry, each person’s business relationships could be utilized for expansion.

Instead of standing by while revenue declined, our new office and expansion has helped DISH’s Direct Response business grow by adding new advertisers on the air. Changes need to happen when the economy is declining, but it doesn’t always have to be job cuts as DISH Network has proven.
Expanding further into the Market with the opening of a New York Sales Office

Testimonials, a staple of direct response advertising, may be a tried-and-true tactic for arresting consumer attention and eliciting response, but they must be handled deftly to avoid cliché and audience cynicism. So how does a marketer ensure they get it right? The following tips are designed to help assist you in avoiding the pitfalls and getting the testimonial mix right:

1. Look for Quality, Not Quantity: While many infomercials will feature quick sound bites of various consumers singing their product’s praise along the lines of, “It’s great!” “I love it!” “It changed my life!”, 20 years of focus group experience suggests that nothing tanks interest nor invites skepticism more than this tactic. One reason may be that the approach has been so overused that audiences simply consider these sequences one big unbelievable yawn. There’s a real distinction between someone who is an evangelist for a brand and someone who is merely satisfied. The best kind of brand evangelist is also a natural born influencer – it’s that ebullient force of nature we all know who freely extols the virtues of a product to all of their friends and inspires them to follow suit. This is the sort of testimonial you’ll ideally have in your marketing arsenal, but you must allow them time to breath and tell their story.

2. At the Same Time, You May Need Quantity: It’s easy to say, “Hey, go round up some brand evangelists,” but while you can try and screen for them, until you turn on that camera, you won’t know exactly what you’ve got. One very successful direct marketer suggested that a 10 to 1 ratio was required to cull out a broadcast-worthy testimonial! Those are pretty daunting numbers, but then when you consider the failure rate of DRTV programs, you have to ask yourself, “Do you want to solve this problem in pre-production or deal with it once the camera is rolling?” That brings us to…

3. Don’t Rush the Process: One of the biggest mistakes we’ve observed is this: the marketer says, “Testimonials? No problem! We get letters…” then proceeds to truncate the amount of time required to identify and line up great testimonials. Concurrently, the production train gets rolling until it runs head on into what one head of production wryly observed are the three most expensive words in commercial production – “Client will provide.” The entire process turns into a compromised, muddled mess with not only less than ideal testimonials, but fewer of them to choose from in the edit suite. Which is one reason you might want to consider this: - Tips for Getting Great Testimonials

By Beth Simonson Handler

Surprisingly New Low Cost Advertising Opportunities emerge amidst Economic Quake

The Global economic crisis has fostered bad news for industries across the board. In the world of Cable and Television advertising, there are a few who see the future looking much brighter as low cost high quality media has leveled the playing field, for businesses that absolutely must expose their products to the mass audience.Low Cost Media for Agencies, Media Brokers, Marketers and Entrepreneurs

By Joey Hastie

There are a number of ways to obtain your ROI goals using the available DR outlets. The question you should consider is, "Am I effectively buying the opportunities that are available to me?" The market is an evolving place and currently a majority of the DR efforts are focused on Television. Of course, this makes perfect sense. This has been the formula that has created a multi billion dollar industry for years. But the digital world is progressive and these changes have sparked an assortment of new opportunities for marketers to take advantage of. Targeting specific demographics becomes more and more of a fragmented process because consumers are accessing media in non-traditional ways. Advertisers using the old model of "broad" casting are finding that obtaining their ROI goals are becoming increasingly challengingMarketing DR Across Platforms

By Sean Patrick King

Let’s face it; the economy is in the gutter, the real estate market is on the verge of collapsing as the stock market did, and to top that all off thousands are losing their jobs each day. With out trying to sound too much like a politician, let’s have some faith in our leaders and each other and keep moving forward.

We are at a crossroads, much like a career change or new professional opportunity. Career minded individuals are going to keep their focus on the future. “What’s next, what can I do to change my situation, how can I improve.” Let’s use those same fundamentals to move forward with our campaigns. We need to take the same approach to DR that any career minded individual would use to move forward in their career.Keep Looking Ahead

By Frank Nichols

The old adage, "Throwing mud against the wall to see what sticks," has relevance across many businesses, especially those whose rate of success is directly proportional to the number of trials it takes to attain goals. It is appropriate in many forms of marketing where random learning plays a part in ultimate success or failure.

It seems to be the accepted and widely used methodology for designing media strategies for many extended DRTV campaigns — both long and short form. But, is that the best targeting methodology? Is there a better way?Throwing It Against the Wall

By Frank Nichols

The rapidly changing world of communications and advertising is beginning to fit the paradigms of exponential transition as defined socially by Alan Toffler in “Future Shock” and technologically by Nicholas Negroponte in “Being Digital.” Since society and technology are intrinsic elements of change in marketing methodology, it’s easy to see why the basic principles of direct response media are in a constant evolution that affects not only the increasing number of available media conveying advertising, but also the modes of delivery and, in turn, the economics of generating consumer response. It's Not Your Father's Same Old DRTV

By Brandon Reynolds

As a Direct Response marketer, how often have you experienced the frustration of trying to maintain consistent soft-offer performance (conversions and upsells) while increasing your call volume? Most direct marketers know this roller coaster ride all too well. A soft-offer campaign is performing well, so you buy more media. Suddenly the numbers go down, so you have to pull back on media spending. And so it goes. Moving into the future with Dedicated Agents

By Shari Altman

It’s always a topic of conversation among DR marketers – What’s “hot”? But what is “hot” today may be a bad bet in terms of profits and sales. The so-called “flash in the pan” like the “pet rock” of yesteryear is not a trend to follow. There was only one “Pet Rock”.

So let’s take a look instead at what trends are popular, with an eye towards those that have longevity and thus opportunity for sales and profits not just today, but over the years to come. The key – long-lived marketing trends are always based on real societal changes. Offer and Product Trends in DR - Fall 2008

By Leo Gorcey

When was the last time you saw a good movie?


Did your favorite actor sound like she was reading a script? Probably not. If you’re like most moviegoers, you were caught up in the emotion of the story and wondering what was going to happen next. But somewhere at the beginning of the movie-making process, that actor who just made you laugh out loud and even cry, was handed a script and told by the director, “These are your lines. This is what we want you to say when we film you.”
So how come it sounded so real? What's in a Script?

By Robert Graham

The road to DR profitability is more obtainable due in part to payment options that make consumer purchases simple and affordable. One of the hottest techniques is the use of credit card "multi-pay” or “easy-payments” credit terms. Direct Response Payment Options Lead Buyers to Act Now!

By Justin Kilgore

The commencement of a new Direct Response campaign brings a myriad of choices for a client. Often times, the task of making these choices can be daunting, particularly for the inexperienced. One of the primary choices is that of selecting which call center will represent your company by handling the inbound volume for the campaign. Picking the right call center for your DR campaign

By Kim Stearns

There are countless articles and media circulating around discussing the pros and cons of behavioral targeting and its apparent “creepiness” but there is little mention of another segment of BT that may suit everyone’s needs. Retargeting addresses all of the privacy concerns and performs so effectively that companies already doing behavioral targeting, are spinning off segments that solely focus on Retargeting. Meet Retargeting: Behavioral Targeting’s Better Half

By John Yarrington

In the Chinese calendar, the Ox is the sign of prosperity through fortitude and hard work. In a time where a barrel of oil costs more than $130 and the national average for a gallon of gasoline is $4.10, direct response marketers, much like the ox, will need both fortitude and hard work to find opportunity and success in 2009. 2009 — The Year of the Ox