Before you “change the channel,” be aware that DRTV is more than yell and sell, gut busters and cash-for-gold commercials. Direct response television is much, much more. Its major brands like 3M, P&G, Home Depot, Black and Decker, Bose and ING generatie qualified leads, drive traffic to retail and the Web, and lift brand awareness at fractional costs of 30-second spot TV advertising. So what are the key elements to DRTV in tough economic times?
- LOWER PRODUCTION COSTS
Both long and short form DRTV production budgets can be surprisingly lower than those of typical brand-building awareness commercials. Remember, in a recession, you don’t need a $15,000-a-day commercial director, even if you think you do.
- LOWER MEDIA COSTS
DRTV media is purchased as deeply discounted remnant time, which, as a fluctuating commodity, is highly negotiable. In the current recession, media outlets are hurting and ad revenues have plummeted, especially at broadcast TV stations. Media tests for as little as $30,000 over 10 days can accurately determine the effectiveness of your commercial, giving instant feedback about how offers and creative are working.
- HONESTY IS THE BEST POLICY
We all know the economy is hurting; you can score points with consumers when you acknowledge that fact. The best DRTV spots today feature a dose of candor and realism in the creative, like honest testimonials, from real spokespeople, in real situations.
- A WAY TO POSITION OFFERS THEY CAN’T REFUSE
You need to move product; consumers need to save money. Use DRTV to push viewers to the Web for dollars-off coupons, limited time discounts, 60-day-free trials, free shipping, money-back-guarantees, loyalty clubs and continuity offers. Focus on the added value you can give consumers.
— TIMOTHY R. HAWTHORNE is founder, chairman and executive creative director of Hawthorne Direct.
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