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Creating a successful direct response marketing campaign will take both time and money. Many times it is a lengthy process that includes testing and evaluating an ad several times before it is worthy for the public. But, once an ad is on air and the public is responding the real work will begin.
Companies that choose to create these specialized types of campaigns often use third party providers to answer calls and emails for orders from prospective customers. These third parties, when trained properly, can help to sell more complementary items to customers and greatly increase overall profit.
An example of this type of sale would be to offer a customer who has bought an item such as skin cream an additional 3-month supply for a discount. This could greatly increase the overall sale and reduce the ROI of the entire direct response ad if only 10% of the customers decide to purchase in 3 fold what they were planning to initially.
Also, email campaigns that are sent out on a later date can be excellent follow up advertising. These work well when they include a survey about the product. After the survey, the customer is given a special rate for a new product. Customers respond well to this type of offer because many of us are taught that we shouldn’t respond to a deal that is too good to be true. But, if a customer has invested the time to fill out a survey they will feel more entitled to receive the promotion offered.
Regular email campaigns and secondary offers given at the time of the initial offer are incredible methods to adding on sales. Promotional cards and other types of print materials that are included in a package are also wonderful ways to capture the attention of customers. Clear calls to action and time limits are the key to these types of offers.
Direct response marketing can produce great results when the proper techniques are applied correctly. These techniques sound simple, but can be more difficult than expected to execute. We have 3 of the top tips on how to get prospects to respond.
Tip 1: Have multiple ways to contact your company. If you have spent the time and money to create ads that get a prospective customer’s attention, you will need to have easy ways for them to reach you. Some customers will prefer not to talk to a live person over the phone while others will appreciate the direct customer service. Offering a variety of contact methods including website, phone, live web chat and other creative ways are crucial to the success of a direct marketing campaign.
Tip 2: Have a clear call to action in your ad. A call to action that is used with success regularly is to offer a free product or a special promotional price within a specific amount of time after an ad airs. This is a call to action that will work well when selling a product or a service through television, radio or email ads.
Tip 3: Don’t forget the upsale: When you have created a commercial or ad that gains response in the public, don’t simply sell the product or service that your ad mentioned. Use the time and attention of your new clients to offer them services or secondary items that complement the item that they have just purchased.
There are many techniques that are commonly used through Direct Response Marketing. But, with the variety of new technology including social media, advertisers are finding more innovative and creative ways to catch the attention of the public. Be sure that your ads work well by having multiple ways for clients to contact your company and to find out more information on your brand online.
Direct Response Television is an incredibly effective way to market both consumer products and services. The success of this type of campaign can easily be measured and adjusted as necessary.
Since the creation of television stations, marketers have found ways to leverage television audiences to meet sales goals. It wasn’t until the early 1980’s that marketers were able to create fast acting results from these campaigns using direct response television advertising.
This method of marketing through the medium of television was not always as prestigious as it is presently, but it was always as effective. Today we can find this method used in short spots and infomercials alike. Because these ads call for an immediate response from a consumer, results could be measured almost immediately.
If the content or message of an ad was not successful, it could be changed quickly. With a traditional campaign, results would take months. It could later take even longer for retailers and service providers to make the decision to identify and change the campaign.
With Direct Response Television campaigns, changes had to made quickly. Because changes were made quickly, campaigns were mended and became more successful in a shorter amount of time than a traditional advertisement. This is not something that can be tested easily with billboards, magazine ads and ads without calls to action.
Companies continue to reap benefits and see their business improve by using these types of ads. Once companies understand what their consumers respond to they continue to place similar ads. An example of this behavior by a service provider is the company Etrade.
Etrade has placed a DRTV ad for two seasons in the Super Bowl. They have experienced wonderful feedback and continue to use a similar message in their overall content. Their ads have proven to be very effective.
This type of advertising continues to be effective. Marketers also continue to find ways to improve and modify the length, messages and calls to action associated with these ads. Quick measurement time allows different messages to be tested and modified much faster than in traditional advertising such as magazine ad campaigns and television ads without direct response calls to action.
Many advertisers are confident in using expensive super bowl advertising time slots to place ads for their products or services. Many of these advertisers use Direct Response Television ads for these slots.
DRTV ads allow companies that have paid millions in television time to reap the benefits almost immediately. This helps to avoid any lapse time between the business quarter that the ad ran in and the business quarter that sales were made.
By asking consumers to respond directly by phone (many times a toll free phone number) or by logging in online, websites and phone banks experience immediate results in website traffic and phone calls. Sales can be made quickly and the investment of the Super Bowl ad will be successful.
There are several recognizable companies that choose to use Super Bowl ads to create consumer interest. Many of these companies are not selling products. They are selling consumer services and collecting leads.
Recognizable companies that use Super Bowl ad space and Direct Response Television for lead generation are eTrade, Cars.com, Cash4Gold and American Express among hundreds of others.
Cash4Gold is rumored to be one of the most successful marketing campaigns associated with both a Super Bowl time slot and Direct Response Television style ads. Their first Super Bowl ad ran in the year 2009.
Cash4Gold and other companies seeking to invest in a high cost ad will benefit from preparing for a fast influx of consumers. A larger phone center may need to contract for phone calls and a strong web-hosting source must be contracted as well. If one of these contact methods fail, the commercial space and overall campaign may fail.
Direct Response Television is an advertising method that creates immediate results as possible consumers view an ad. In addition to creating a strong branding message, these advertisements must create a clear call to action that direct consumers to call in or log in online and quickly give out their information. Ad agencies can see clear performance strengths of a campaign within just hours from the time an ad aired. This is an exciting and proven method of advertising on TV.
Direct Response Television was first created in the 1980’s. Since the introduction of this clever style of advertising, many creative marketers have found additional methods of utilizing it for products, services and lead generation efforts.
Initially this type of marketing was used primarily to sell retail products at low price points. We can still see this today in items such as blankets that you can wear called Snuggies and other popular branded products.
Marketing tactics such as a strong call to action with a buy now message were introduced. Limited availability and time to buy drove consumers to pick up the phone and place orders quickly.
Marketers soon discovered that they could use the same tactics to sell large ticket items such as pricey juicer machines by purchasing a larger time slot. They would state the benefits several times. They would also use the larger time slot to show a live feed of limited items sold.
These long versions of Direct Response Television marketing methods were named what is commonly known today as infomercials. Today we see infomercials for a multitude of consumer products including cosmetics, exercise equipment and more. Confident retailers need a warehouse and an inbound order service to have a successful infomercial program.
Direct Response Television has continued to progress as a marketing tool and expand to meet more business needs. Companies that do not sell consumer products have learned how to benefit from this type of advertising as well.
These companies include some very large corporations that use DRTV for lead generation activities. Some familiar names that use this method frequently are AAA Insurance, Bank of America, DirecTV, Dish Network and many, many more.
The power of marketing directly to consumers through television should not be underestimated. Ad agencies use this strategy for their largest campaigns to create great interest to a brand quickly. They are able to measure the message the success of the message and the interest of the consumer in a short period of time due to the strong call to action for the consumer to call or log on online. There is no easier way to create a contact, inbound marketing campaign.
Direct Response Television or DRTV was first introduced in the year 1984. A basic definition of this advertising method is a TV spot, seen in either short or long form, which asks the consumer to contact a company directly.
This phenomenon has become an intensely popular way for companies advertising consumer goods to create a call to action. It has led to such things as the Home Shopping Network and many Super Bowl ads.
One of the most common messages in Direct Response Television is a message informing the consumer about the benefits of a product. After the product has been shown and a pitch has been made, a call to action is introduced.
This call to action plays on emotional consumer behavior. An offer that is limited in time and price is shown. A consumer can only receive the offer by responding directly by phone (usually a 1-800 toll free number) or online. Many companies also offer special free additional items to the first group to respond.
While the sale of consumer products leads the popularity of spots sold for DRTV, lead generation activities come in as a close second. Many companies rely on this type of advertising to build their lead lists.
Several various types of companies use this method to collect names that can be contacted at a later date by sales staff. Some common types of companies that can be recognized are insurance companies, medical supply companies, cell phone companies, credit card companies and many more.
A large group of retailers that are seen as leaders in the industry have chosen to use Direct Response Television in their marketing plans in the last decade. Many of these large retailers use Super Bowl ad services to air their advertisements and call for a direct response. They have seen tremendous success and continue to advertise this way.
DRTV is an intelligent and creative way to break through the noise and create interest in a product or service while also creating a call to action. Many retail sales and lead generation activities rely on this advertising to continue to see successful campaigns.