Infomercials have provided a staple for late night TV for nearly as long as late night TV has existed. For a long time, they were used as a way to market obscure products or showcase “As Seen on TV” products. Successful infomercials are memorable and provide better Return on Investment (ROI) than traditional advertising, often leading to millions of dollars in sales.
While traditional infomercials are typically half hour programming, today’s short form direct response TV, also known as DRTV, is more likely to be a 30-second to 2-minute commercial. It also now commonly markets mainstream products with impactful branding, a unique selling proposition, and a story that compels a viewer to act.
More Precise Tracking = Better Branding Opportunities
Today’s DRTV provides high-quality metrics for more precise tracking. Marketers see exactly which ad did well or which time slot generated the best response so they can identify campaign strengths and weaknesses, and avoid costly losses.
Like having the entire country as a focus group, DRTV lets advertisers gather intelligence in the early stages of a campaign and tweak as needed.
And when they’re ready to target very specific demographics, they can do it quickly and inexpensively. Direct response quickly provides data on the consumers who are buying a product, which helps strengthen brand awareness.
DRTV is proven to breathe new life into a brand that’s struggling with traditional advertising, ultimately moving products off the shelf. Whether a marketer wants to rejuvenate a portfolio that’s flat, support sales at retail, or revive a stagnant portfolio, DRTV can provide the proverbial ‘shot in the arm’ needed. For example, an arts and crafts company came to Diray with a flat product that had floundering sales despite retail placement in a large chain. Diray implemented a media buy strategy to drive awareness and create stronger brand recognition. Over the course of the campaign, sales rose by 500 percent and ultimately expanded retail placement.
If you’re wondering whether DRTV is the right approach for your product, consider these questions:
- Does it have mass appeal?
- Does it offer a unique selling feature?
- Does it solve a problem?
If the answer is yes to at least one of these questions, you should consider a direct response approach.
Direct response consistently delivers better ROI than other advertising, and marketers who invest in it build brand awareness and generate sales effectively and inexpensively. If DRTV isn’t already part of your marketing strategy, your advertising dollars aren’t working as hard—or efficiently—as they can. To find out more about how DRTV can help you, Download our FREE white paper “And That’s Not All: How Direct Response TV Helps You Sell.”