Direct response tv advertising
Direct response television will work from the moment it’s launched, with calls and web hits coming in as the 60 or 90-second spot is concluding.
Direct Response media buying is the complete opposite of branding and retail. You don’t want frequency, you need reach. Consequently, one 90-second spot in a half- or one-hour programme is enough. Run two or three spots in the same programme and you’ll see the response to the second and third spots fall dramatically, driving up your cost-per sale significantly.
One spot in each of a number of programmes, tracked via web and call centre statistics, is the way we test and develop the most cost-effective direct response campaign for you.
Non-prime time is where the direct response action is: The cost-per-thousand is right, the programming environment is right (not too exciting),
the audience is more likely to be one person per household (with prime time you pay for every family member) and the viewer is less likely to be distracted by their partner, children, dinner, and better quality programming. So you get a lot more response for your money.
With DRTV it is important to think through the product/channel mix to avoid channel conflict with retailers. And you need a reasonable margin in direct response to make it all work.
Known brands work better than unknown brands. And great deals or offers are usually required to generate the urge to call now, not later when the desire to buy will likely be forgotten.
“Suffice to say - the numbers of calls we have is almost spot on to what you predicted and the conversion rate was really good.”