Wednesday, January 24, 2007

DRTV Upsells & Continuity

Make sure to utilize upsells and continuity programs in your DRTV program. These can help your direct response Television (DRTV) campaign generate additional revenue that will result in a more profitable DRTV campaign. An example of an upsell would be selling the customer a related item or additional item at a discount when they order your product through a DRTV ad campaign. Continuity programs involve sending a product to a customer, with their permission, on a regular basis, for example each month or every 60 days. Continuity programs provide ongoing income from your direct response television campaign. With a typical DRTV campaign, 30-40% of the customers decide to become part of a DRTV continuity program and stay on the plan for an average of 3-6 months. The amount of time that consumers stay on the continuity program differs depending upon the type of product you are marketing through your direct response TV advertising. There are specific rules regarding continuity programs. Make sure to work with telemarketing and law firms that are well versed in these rules.