Direct response provides you with the ability to generate exponential and/or immediate improvements in results (i.e. sales or leads). Direct response can generate such results in many ways.
When you think of direct response, you immediately think of the phone or web site. But direct response marketers also experience favorable results in driving retail sales. Interestingly, most people who see a DRTV spot don’t pick up the phone and order it if it’s available at a retail store. Industry statistics suggest that anywhere from ten to 15 units will be sold at a store for every one ordered over the phone. This small slice of consumer behavior is why Sears and Home Depot are now so successful with DRTV.
If integrated by an experienced direct-to-brand firm, response can also build brand for your product or service with the important bonus of high measurability.
Direct response incorporates real-time measurable advertising media – particularly DRTV – that enable you to first test your campaign without spending hundreds of thousands of dollars on a long-term commitment. A DRTV campaign, for example, begins with a relatively inexpensive one to two week low budget media test. Following the first week of testing, you can immediately make one of four choices:
If the revenues generated are not covering the cost of media placement on a one-to-one ratio, you can…
(1) re-tool the creative approach to strengthen the brand message,
(2) alter the media schedule to make more effective media buys, or
(3) simply terminate the direct response campaign.
On the other hand, if the campaign is generating at least a break-even return on investment…
(4) it’s time to begin incrementally increasing the media budget with the bottom line goal of managing a direct response campaign that pays for itself.
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