There are a number of different types of products being promoted through Direct Response Television (DRTV).
The criteria for choosing which products appear on which infomercials is very specific and not all items available to consumers will make the proverbial grade.
USP. For one thing, the product must have a unique selling proposition, or USP. It must do something in a different manner than other products currently available and it must capture the interest of the consumer viewing it.
Appeal to the masses. Since the product is being promoted using a mass media device like television, it must appeal to a large demographic of prospective customers. If the product is one which would specifically appeal to a certain niche market, it may be successfully marketed on a specialty channel.
Looks matter. Infomercials use a product demonstration format to show the viewer how it works. For a product to be successfully promoted in this manner, it must be one which can be shown in a way that is DRTV “friendly.”
What’s in it for me? Customers need to believe that the product being demonstrated can solve a problem which they are experiencing. To get a television viewer to open his or her wallet, they must be able to see the benefit of making the purchase.
Keep it simple. Unless a product being promoted through an infomercial can be easily explained, it is not going to do well. Prospective buyers will click away from something which appears as if it will be too much trouble to use. However, if it is a product that can be demonstrated effectively, DRTV can be a very effective way to promote an item.
Sunday, February 5, 2012
Wednesday, December 7, 2011
Can Your Social Media Past Hurt Your Job Prospects?
Although criminal background checks, credit reports and online searches are standard fare these days for employers evaluating potential employees, social media history is growing increasingly important as part of the equation.
Social Intelligence, a social media history aggregation company, is banking on it. It provides a unique service for employers and gives them everything they need to evaluate someone in terms of their online activity.
While this may seem like detective work, CEO Max Drucker is quick to dismiss the connection. “All we assemble is what is publicly available on the Internet today,” he stated in a recent interview. The gathered information is categorized into several different sections, including professional honors, charitable work, racist comments, references to drugs, racy photos, displays of weapons and violent actions.
The service may seem like a safe bet for employers, but the FTC was notified by privacy advocates who are concerned with employers making determinations based on factors that aren’t relevant to job performance. In the subsequent investigation, the FTC determined that Social Intelligence’s business is in compliance with the Fair Credit Reporting Act.
According to the company, the reports remove references to religion, race, marital status, sexual orientation, disability and other protected information. What is exposed can be damaging – like a woman who was found to be hunting for Oxycontin on Craigslist. With employers looking to make smart hiring decisions in the tight economy and social media data being created every day, Social Intelligence is likely to be joined in the social background check space by competitors soon.
Social Intelligence, a social media history aggregation company, is banking on it. It provides a unique service for employers and gives them everything they need to evaluate someone in terms of their online activity.
While this may seem like detective work, CEO Max Drucker is quick to dismiss the connection. “All we assemble is what is publicly available on the Internet today,” he stated in a recent interview. The gathered information is categorized into several different sections, including professional honors, charitable work, racist comments, references to drugs, racy photos, displays of weapons and violent actions.
The service may seem like a safe bet for employers, but the FTC was notified by privacy advocates who are concerned with employers making determinations based on factors that aren’t relevant to job performance. In the subsequent investigation, the FTC determined that Social Intelligence’s business is in compliance with the Fair Credit Reporting Act.
According to the company, the reports remove references to religion, race, marital status, sexual orientation, disability and other protected information. What is exposed can be damaging – like a woman who was found to be hunting for Oxycontin on Craigslist. With employers looking to make smart hiring decisions in the tight economy and social media data being created every day, Social Intelligence is likely to be joined in the social background check space by competitors soon.
Thursday, July 28, 2011
Facebook and Twitter Buttons Track Users Around the Web
According to a new study by the Wall Street Journal, Facebook and Twitter social widgets are being used to track website visitors around the web, whether or not they engage with these buttons.
The social widgets – Facebook’s “Like” button and Twitter’s “Tweet” button – are ubiquitous. In the past year they have been added to millions of web pages and are normally used to share content with friends and followers.
The Wall Street Journal found that Facebook and Twitter are able to tell which websites the users are visiting even if they don’t “like” or “share” the content. The tracking happens unless users completely log out of their Facebook and Twitter accounts. Facebook says that they only use the tracking function for advertising purposes in order to display ads related to search history on a user’s Facebook sidebar. Twitter reports that they delete tracking data “quickly” and that the tracking is an unintended side effect of the functionality of the button.
Although both Twitter and Facebook deny that the tracking has any other purposes, theoretically the implications are much different: User search behavior can be linked back to a person’s social profiles, which normally includes detailed personal information. A person’s reading habits can be tracked back to their name, email address and offline information – everything from health concerns to past times to political and religious views. Privacy advocates compare it to having someone follow you around the library and taking notes about every book that you look at.
The new revelations come out amidst increasing concerns about Internet user privacy. There have been at least five bills presented before Congress dealing with online privacy issues in the last year.
The social widgets – Facebook’s “Like” button and Twitter’s “Tweet” button – are ubiquitous. In the past year they have been added to millions of web pages and are normally used to share content with friends and followers.
The Wall Street Journal found that Facebook and Twitter are able to tell which websites the users are visiting even if they don’t “like” or “share” the content. The tracking happens unless users completely log out of their Facebook and Twitter accounts. Facebook says that they only use the tracking function for advertising purposes in order to display ads related to search history on a user’s Facebook sidebar. Twitter reports that they delete tracking data “quickly” and that the tracking is an unintended side effect of the functionality of the button.
Although both Twitter and Facebook deny that the tracking has any other purposes, theoretically the implications are much different: User search behavior can be linked back to a person’s social profiles, which normally includes detailed personal information. A person’s reading habits can be tracked back to their name, email address and offline information – everything from health concerns to past times to political and religious views. Privacy advocates compare it to having someone follow you around the library and taking notes about every book that you look at.
The new revelations come out amidst increasing concerns about Internet user privacy. There have been at least five bills presented before Congress dealing with online privacy issues in the last year.
Sunday, January 2, 2011
Google Investors Ask, “What’s Next?”
Google has become synonymous with the Internet.
Google has also become a fixture in the American home with many people opting to “Google it.” The search engine giant has many things going for it, but even so, there is still some cause for concern.
Growing competition in the areas of search has cut into Google’s action and new emerging markets are still too young to count as assets. Does Google have what it takes to meet its investors’ growing appetites? In world where you are only as good as your last whopping success, can Google pull off a second miracle?
The rise of social networking catapulted Google into the stratosphere. AdWords, a pay per click advertising model created by Google, saw a tremendous rise in revenue thanks to market-targeted advertising. Facebook has taken notice crafting an ad program that bares striking resemblance to that of Big G’s.
Still not convinced? Let the numbers do the talking.
Just-announced 3Q numbers tell the story: Revenue from search drove a revenue increase of 23 percent and a net income increase of 32 percent. Google told analysts that display ads (images and video on YouTube, no text) are set to bring in over $2.5 billion in revenue in the coming year. (And mobile is estimated at about $1 billion.)
Yet for all of its successes, Google is still showing signs of age.
People are getting smarter about search and now with big box style websites like Amazon.com people are able to find all of their needs with less need to hunt around. As Google looks ahead it banks on the mobile market buying out AdMob, a mobile advertising agency.
Acquisition is the order of the day as Google strengthens its engineering and sales division by several hundred strong. The company is taking aggressive moves to make the leap into the new markets. Google’s vision is clear: To become the search engine for the social network generation, a sleeker more user intuitive interface working seamlessly behind the scenes.
Google has also become a fixture in the American home with many people opting to “Google it.” The search engine giant has many things going for it, but even so, there is still some cause for concern.
Growing competition in the areas of search has cut into Google’s action and new emerging markets are still too young to count as assets. Does Google have what it takes to meet its investors’ growing appetites? In world where you are only as good as your last whopping success, can Google pull off a second miracle?
The rise of social networking catapulted Google into the stratosphere. AdWords, a pay per click advertising model created by Google, saw a tremendous rise in revenue thanks to market-targeted advertising. Facebook has taken notice crafting an ad program that bares striking resemblance to that of Big G’s.
Still not convinced? Let the numbers do the talking.
Just-announced 3Q numbers tell the story: Revenue from search drove a revenue increase of 23 percent and a net income increase of 32 percent. Google told analysts that display ads (images and video on YouTube, no text) are set to bring in over $2.5 billion in revenue in the coming year. (And mobile is estimated at about $1 billion.)
Yet for all of its successes, Google is still showing signs of age.
People are getting smarter about search and now with big box style websites like Amazon.com people are able to find all of their needs with less need to hunt around. As Google looks ahead it banks on the mobile market buying out AdMob, a mobile advertising agency.
Acquisition is the order of the day as Google strengthens its engineering and sales division by several hundred strong. The company is taking aggressive moves to make the leap into the new markets. Google’s vision is clear: To become the search engine for the social network generation, a sleeker more user intuitive interface working seamlessly behind the scenes.
Sunday, October 17, 2010
Fight DRTV Fatigue With Creative Tweaks
For many in DRTV marketing, keeping the advertising fresh when the products and offers don't change much is a challenge.
In some cases, such as with Nautilus (which sells the Bowflex line of fitness equipment), the message tends to stay the same while only the faces and testimonials differ. With 20 years of ads and research, though, the company has found a system that works for them and stays fresh enough to keep interest levels high.
Other companies, such as Guthy-Renker (Proactiv and other health products) have an 18-month rule for an ad's lifespan, but change a few pieces of the ad during its life in order to keep it fresh. A 30-minute creative can have seasonal, promotional and competitive changes added or swapped to keep the ad fresh.
Keeping ad copy and presentation fresh is a challenge for those in competitive markets, such as cosmetics or cleaning supplies. In these markets, highlighting differences is paramount and the ability to change an ad mid-stream to cope with and differentiate it from new competition is important.
Some general advertisers have tried DRTV during the recession and have stayed, finding that it works. The Electronic Retailing Association, the industry trade group for DRTV, has added Jenny Craig, eHarmony.com and Avon as members over the past year. This has also changed the market, raising TV ad rates and altering how some are required to do business in light of new competition and higher costs.
DRTV spending has grown to a $4.5+ billion annual market and, despite the recession, is becoming more and more competitive as well. Analysts are expecting a big year for 2010 and continued growth in 2011.
In some cases, such as with Nautilus (which sells the Bowflex line of fitness equipment), the message tends to stay the same while only the faces and testimonials differ. With 20 years of ads and research, though, the company has found a system that works for them and stays fresh enough to keep interest levels high.
Other companies, such as Guthy-Renker (Proactiv and other health products) have an 18-month rule for an ad's lifespan, but change a few pieces of the ad during its life in order to keep it fresh. A 30-minute creative can have seasonal, promotional and competitive changes added or swapped to keep the ad fresh.
Keeping ad copy and presentation fresh is a challenge for those in competitive markets, such as cosmetics or cleaning supplies. In these markets, highlighting differences is paramount and the ability to change an ad mid-stream to cope with and differentiate it from new competition is important.
Some general advertisers have tried DRTV during the recession and have stayed, finding that it works. The Electronic Retailing Association, the industry trade group for DRTV, has added Jenny Craig, eHarmony.com and Avon as members over the past year. This has also changed the market, raising TV ad rates and altering how some are required to do business in light of new competition and higher costs.
DRTV spending has grown to a $4.5+ billion annual market and, despite the recession, is becoming more and more competitive as well. Analysts are expecting a big year for 2010 and continued growth in 2011.
Friday, September 17, 2010
DRTV Industry will benefit on Fast-Tracking Patents
The U.S. Patent and Trademark Office (USPTO) may soon be offering a way for frustrated inventors to hurry along their patent applications through a new, expedited system.
The Patent Office says this fast-tracking system is a response to many who believe that the patenting system is too slow to keep pace with the speed of technology.
“Some patents need to go fast and some need to go more slowly,” says Patent Office chief David Kappos. The plan would allow those who need a faster decision on their patent applications to pay an extra fee to have it expedited through the system.
The proposal could go into effect next year, after public input is completed this summer. Currently, and for its entire history, the Patent Office has reviewed applications on a first-come, first-served basis. This would be the first major overhaul to the patent process' system of acceptance since the Office's inception.
Many other government offices already offer expedited services at a higher fee, including the State Department's passport processing service. It takes an average of 34.6 months for a patent application to go from initial filing to acceptance, up from 26.7 months in 2003.
Currently, the Patent Office already offers a fast-track program for “green” technologies and that program has had good success. It’s looking to build upon these capabilities for this new, broader-reaching fast-tracking and will sure lead to a more productive drtv campaigns.
The Patent Office says this fast-tracking system is a response to many who believe that the patenting system is too slow to keep pace with the speed of technology.
“Some patents need to go fast and some need to go more slowly,” says Patent Office chief David Kappos. The plan would allow those who need a faster decision on their patent applications to pay an extra fee to have it expedited through the system.
The proposal could go into effect next year, after public input is completed this summer. Currently, and for its entire history, the Patent Office has reviewed applications on a first-come, first-served basis. This would be the first major overhaul to the patent process' system of acceptance since the Office's inception.
Many other government offices already offer expedited services at a higher fee, including the State Department's passport processing service. It takes an average of 34.6 months for a patent application to go from initial filing to acceptance, up from 26.7 months in 2003.
Currently, the Patent Office already offers a fast-track program for “green” technologies and that program has had good success. It’s looking to build upon these capabilities for this new, broader-reaching fast-tracking and will sure lead to a more productive drtv campaigns.
Wednesday, August 18, 2010
Android and Friends to Take On iPad
The Taipei Computer Trade Show has long been a venue for manufacturers to show their latest wares in the gadget arena.
This year is no different as computer makers Acer and Dell have both announced tablet devices to compete with Apple's popular iPad, released this year. Both companies also said that their devices will be using Google's Android operating system as their software backbone.
This shows that Android is the OS of choice against Apple's proprietary operating system for its mobile smart devices (iPad and iPhone). It also shows that Microsoft may be out of the running, for now, as far as its mobile offerings as Hewlett-Packard is rumored to have delayed release of its tablet computer because of problems with Windows.
In the smartphone world, markets clearly divided and then Apple dominated because of several factors. The first was mobile carriers, with Apple tied to AT&T and others open to many carriers, this seemed like a losing situation for Apple. Fighting back on the software front, however, Apple dominated by giving a leg up to developers and dominating the applications market with more apps available for their devices than any other maker or operating system.
With hardware mostly all coming from the same core sources, such as ARM Holdings, which makes chips that power about 40 tablet-style devices currently or soon-to-be on the market as well as 10 e-reader devices for electronic books, the competition is all in software.
Android's clear advantages are in its free-to-use architecture, its more open availability to developers and device makers and the fluidity between devices. Its weak point currently is application development, for which it has only about 25% of what is available for Apple devices.
With Apple already well on in an early lead, it's questionable that others will be able to catch up, but Android devices are certainly planning to make a run at it.
This year is no different as computer makers Acer and Dell have both announced tablet devices to compete with Apple's popular iPad, released this year. Both companies also said that their devices will be using Google's Android operating system as their software backbone.
This shows that Android is the OS of choice against Apple's proprietary operating system for its mobile smart devices (iPad and iPhone). It also shows that Microsoft may be out of the running, for now, as far as its mobile offerings as Hewlett-Packard is rumored to have delayed release of its tablet computer because of problems with Windows.
In the smartphone world, markets clearly divided and then Apple dominated because of several factors. The first was mobile carriers, with Apple tied to AT&T and others open to many carriers, this seemed like a losing situation for Apple. Fighting back on the software front, however, Apple dominated by giving a leg up to developers and dominating the applications market with more apps available for their devices than any other maker or operating system.
With hardware mostly all coming from the same core sources, such as ARM Holdings, which makes chips that power about 40 tablet-style devices currently or soon-to-be on the market as well as 10 e-reader devices for electronic books, the competition is all in software.
Android's clear advantages are in its free-to-use architecture, its more open availability to developers and device makers and the fluidity between devices. Its weak point currently is application development, for which it has only about 25% of what is available for Apple devices.
With Apple already well on in an early lead, it's questionable that others will be able to catch up, but Android devices are certainly planning to make a run at it.
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