Successful direct response television campaigns can bring in a lot of revenue for your business. However, you need to make sure you're crafting your campaigns in the right way. A DRTV campaign can totally miss the mark and not be worth the investment if one aspect is missing. Here are four ways to make sure that doesn't happen:
1. Use an experienced DRTV production company
Too many advertisers think it is easy to put together a DRTV campaign, but they're wrong. DRTV ads are where documentary and regular TV commercials collide. You're providing consumers with important information about your products in a way that encourages them to act. You play on emotions, logic, nostalgia and anything else that pertains to your product. While all of this might seem obvious, when you're actually creating the ad, it's not.
An experienced DRTV advertising production company can help ensure nothing falls through the cracks. Bringing in an outside company to showcase your product may seem counter intuitive, but specialized DRTV agencies are used to looking at business offerings with an objective eye that can showcase your products in ways you might not have thought about. Don't waste time on an inexperienced video team. It's better to use professionals.
2. Connect your DRTV campaigns to online marketing efforts
Not everyone watching your DRTV campaign is going to view it on TV. According to Retailing.org, there are a number of ways to connect your DRTV to online marketing efforts including using YouTube and other social media, your website's blog, online trade publications and more.
Also, customers aren't going to all call in. Many will use the online payment portal you have on the website. Be ready and have plenty of ways to process payments, including credit card processing, direct debit, echecks and any popular localized payment options.
3. Target your audience appropriately
The audience you're targeting has to be right for your product and the message you're sending out. If you're targeting millennials and you only try to use regular TV programming, you're probably not going to be very successful. If you want to reach young people, you need to utilize social media and other web-based platforms. Also focus on mobile platforms. More and more people use their phones and tablets to consume data and research products. If your campaign doesn't support mobile computing, you're missing out on a large portion of your potential audience.
4. Express the right message
According to Northern Lights Direct, many DRTV advertising campaigns focus on the wrong things. So many advertisers are worried about setting themselves apart from their competition that they spend all of their time talking about what makes them different instead of what makes their products good. While some time should be devoted to showing how your offerings are different, it is smarter to spend the majority of your time showing the merits of the products and services that are in the advertisement. Always remember DRTV advertising is about showing customers the value of your offerings. If you focus on that, you should convey the right message.
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