Diray’s work with the InStyler® brand is proof that, with strategic media buying and campaign management, short-form direct response can be a cost-effective and profitable addition alongside long-form campaigns.
Understanding Long-form vs. Short-form DRTV
DRTV is television advertising that drives the consumer to respond directly to a marketer to inquire or purchase a product. DRTV has evolved from calling an 800-number. Consumers now have multiple touchpoints to engage with marketers and their products, including purchasing at a retail outlet, e-commerce site and/or through social media.
Short-form spots are typically two minutes or less in length, while long-form commercials are longer than two minutes. In the late 80s, the term “infomercial” became popular for long-form DRTV that lasted about a half hour. This type of long-form advertising is often thought of as the most effective for higher-priced items that require more time to educate the consumer. However, our experience at Diray has proved that’s not always the case as short-form offers greater control and flexibility to maximize ROI.
Switching to Short-form DRTV Can Boost Profits
At Diray, we offer our clients expert advice in choosing long or short-form commercials, as part of a comprehensive and integrated marketing mix. One of our most successful campaigns was for the InStyler® rotating hair iron. As a high-ticket item, it was perfect for promoting in long-form. However, using our industry knowledge and marketplace experience, Diray expanded InStyler’s marketing platform to incorporate the lucrative short-form cable market.
The strategy included supplementing InStyler’s long-form advertising with :120 and :60 lengths, as well as drive-to-web :30. This included demographic rich women-targeted media across a wide range of networks during day and primetime, broadening the overall exposure from the limited overnight and early-morning long-form schedules.
To maximize sales on TV and at retail, we worked with the client to concentrate media weight in the weeks leading up to specific holidays like Mother’s Day and during the holiday gift-giving season.
This strategy delivered 1.2 billion impressions for InStyler over the last three years, cementing the brand as a beauty item.
After the success of the Original InStyler, several additional products were launched, notably InStyler Max, Tulip by InStyler and InStyler Wet 2 Dry, all supported by short-form DRTV.
Why Diray’s Experience is Key
With more than 30 years of DRTV expertise, and established relationships with networks, Diray invests in the most targeted and efficient media for our clients.
At Diray, we manage our clients’ campaigns as if they were our own. We understand what is needed from both a media and efficiency standpoint—and strategically combine both to maximize ROI and drive success.
For more information on how Diray can help you make the most of DRTV, contact us today.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.