When you picture iconic direct-response advertisers, names like Copper Fit, Flex Seal, OxiClean, and ShamWow! are certainly top-of-mind. But in today’s exploding digital environment – where the line between slow-building brand advertising and instant call-to-action is blurring by the minute – are tangible “things” the only kinds of products DR can excel at?
In the current marketing climate, you just might want to rethink your own product’s potential to capture the immediate response it deserves.
Take the highbrow British publication The Economist, which targets a cultured, relatively narrow audience. It once even bragged about its limited circulation. Not anymore. In 2016 it kicked off an eight-week U.S. DRTV campaign promoting its print, online, and audio coverage of our presidential election.
With that year’s North American online circulation up nearly 50%, the publication used the data from its first campaign to launch a second DRTV push the following year, using national cable, key target-market TV, and even podcasts, urging viewers to call, text, or visit a website to receive a free copy.
How Mobile Technology is Creating Instant Response for JCPenney
If “direct response” and “department store” conjures up an image of the old Kmart blue-light-special announcements, things have changed. Today retailing giant JCPenney is using the latest proximity-awareness mobile technology to drive up in-store purchases.
By coupling location technology in its stores with the proximity-awareness capabilities of customers’ smartphones, the retailer can find shoppers wherever they are to promote instant deals. Perhaps inspired by Snapchat, the mobile messaging app that automatically deletes messages after a limited time, JCPenney is successfully texting shoppers “use and kill” coupons, which can only be redeemed that day, encouraging them not to delay their purchase.
According to James Meeks, JCPenney’s Mobile Product Director, the results speak for themselves.
Direct Response for Recruitment Advertising
In some fields, Direct Response isn’t being used to take your money, but to give it to you! Take rideshare competitors Uber and Lyft. Like many in the on-demand, sharing economy, they’re not just competing for good customers; they’re battling for high-quality suppliers. So how do they recruit most of their drivers? Through DR marketing.
Of course they use digital media, like web banner advertising. (“Click here for your Driver Signup Bonus.”) But they’re also big in traditional media like outdoor billboards, which tout an enticing weekly-earnings offer, as well as a clear call-to-action: “Dial this number to start now!”
Make no mistake: A billboard may not be the sexiest or most cutting-edge form of direct-response advertising. But it’s DR nevertheless—and it produces much-needed results in a cutting-edge space. So take a look at your own business and ask yourself: Could our company profit from the unique benefits of direct response?
There are a lot of ways to slice and dice this high-ROI form of marketing. For more information on how Diray Media can help you navigate the many options, and create the ideal mix for your product, contact us today.