Be Honest in DRTV and Embrace the Web
Remember the “scream and sell” infomercials of yesteryear, with over-the-top claims that exaggerated a product’s benefits? For smart marketers, those are a thing of the past, says Tim Pearson, vice president and general manager of direct response for Gaiam Americas.
Today, thanks in large part to the ability to research online, the consumer’s level of knowledge is much greater. “So a more honest and thorough approach is better,” he says. “It’s a bit more sophisticated, while staying focused on the main stream. You need to be clear on what product does — and doesn’t — do.”
Gaiam, which works with Cannella Response Television, got into DRTV about five years ago when it acquired the assets of Good Times Entertainment. Currently, it has three infomercials airing — The Firm Wave personal gym; the Redi-Set-Go kitchen counter top cooker; and Mari Winsor Slimming Pilates.
The latter program, which debuted this spring, has netted Gaiam its highest ever percentage of Web orders for a product. Overall, the company — which manufactures and markets a wide range of lifestyle and fitness products — is making the Web call to action much more prevalent in all its television campaigns.
Gaiam has a very strong Web presence for all of its products, and is working toward building out its social media efforts for the “as seen on TV” products. The firm is on Facebook, and Twitter is being tested as well. Excerpts from TV programs are posted regularly on YouTube, and Gaiam is looking at allowing consumers to review products on its own Web site.
Of course, reviews are already popping up in other places online, which is why a strong focus on the customer experience — meaning shipping products quickly and responding immediately to problems — is vital.
“The Web has become a very loud voice for consumers to air their pleasure — and displeasure,” he says.
A strong search engine marketing program is essential for DRTV marketers, says Pearson, because consumers rarely remember the specific URL given in an infomercial. They’re much more likely to just type in the product name on a search engine.
“There’s a half dozen search terms we have to be on top of for any given product,” he notes. “And of course, we’re getting better at analytics in general, understanding how we can generate lifetime value or drive traffic to a specific retailer.”
Got a DRTV tip to share? Contact Beth Negus Viveiros at [email protected]
