Every so often a one-of-a-kind product comes along that has the potential to stand out in the Direct Response space. Still, just because it’s special and new doesn’t mean there won’t be a dozen “me too” products shortly after it’s launched. If you have something your competition doesn’t – even if only for a few weeks or months – you can’t afford to take that chance.
The evolving landscape of “As Seen on TV” product marketing is causing consumers to take stock and make choices carefully, evaluating not only the varied options that similar products offer, but which have the most credibility. When it comes to combating clutter in the increasingly noisy DR space, the advantage goes to the direct response marketer who gets to market first, fast and with a comprehensive and compelling message for consumers.
Savvy marketers know they have to make a memorable impression on consumers before they get confused by a string of wanna-be products. They aren’t afraid to overload with messages, either. This has to be balanced with an objective of what you are offering customers and what they are looking for.
With a successful direct response program, the chances of transitioning to the retail market become greater. “As Seen on TV” products are beginning to take over shelf space at many large stores. The demand from retailers for a new, in-demand product, gives your client leverage when negotiating placement and promotion.
By creating a strong direct response program from the get-go, which differentiates your product from the competition, you create a backbone which will produce demand for your ground-breaking product.