Tuesday, June 19, 2007

Smokin' DVD sales through DRTV

Northern Lights Direct Response Television has launched a campaign to promote a 50th anniversary DVD edition of the classic Western TV series "Gunsmoke," the longest-running drama in TV history.

The national campaign, which includes both 60 and 120 second DRTV commercials, was created for BMG Columbia House as part of their promotion of the Columbia House TV on DVD club.

"This campaign is really media-specific driven, targeting people who are watching nostalgia stations, Western stations and re-run stations," said Ian French, president/chief creative officer of Northern Lights Direct Response Television. "It's a small thing but it's a fundamental shift in the way that Columbia House has used DRTV. It's really niche, which is common in the brand world, but it's very uncommon practice in the DRTV world."

The campaign looks to broaden the audience beyond "Gunsmoke" to target those viewers who enjoy learning about the history of the frontier.

Christena Garduno, chief operations officer of Koeppel Direct, the multichannel direct response television (DRTV) company that handled the media buys for the "Gunsmoke" campaigns in the last two years, said Columbia House had not had success with TV in the past and turned to direct mail instead.

"What's made this campaign unique and successful is the strategy we recommended about how to go about buying media," Ms. Garduno said. "What we would do is take the classic titles that we knew networks were airing with frequency and knew there must be an audience for." Using this strategy, the company ran ads against "Gunsmoke," "Murder, She Wrote" and "Little House on the Prairie."

This is a different strategy than the one the company used for its direct mail pushes.

"What works for Columbia House in direct mail doesn't necessarily cross over into TV and vice versa really," Ms. Garduno said. "It's almost a very simple strategy: 'Let's use our understanding of the media and how networks select and what's involved with that and use that knowledge and apply it to a campaign like Columbia House.' " The previous "Gunsmoke" campaign, which was season-specific, aimed to persuade viewers to order the first season of the show by offering them the second one free. The new campaign offers volumes instead of seasons and each volume includes "best of" shows from all 20 years the show ran.

"It's designed with a very strong sales message, of course, but it starts off with a little bit about 'Gunsmoke,' " Mr. French said.

The latest spot shows a toll-free number and offer URL at www.gunsmokecollection.com.

The financial details of the current and the previous "Gunsmoke" campaigns were not disclosed. However, Ms. Garduno said Koeppel Direct definitely exceeded its cost-per-order goal on the first run.

Mr. French said Columbia House had success with the first "Gunsmoke" DRTV push.

"That's why they've gone back to this one," he said, "because it's proven so effective."

Saturday, June 9, 2007

Mix Up Your DRTV Marketing Mix

When San Diego's modern art museum, the Museum of Contemporary Art San Diego (MCASD), decided to market its expanded downtown location early this year, it wanted to attract an entirely new population of museum-goers -- young ones. Specifically, the museum wanted to find art lovers under the age of 25, to whom it would offer free admission.

There was one problem, though. Used to interacting with an older audience via traditional advertisements, the museum realized that its tried-and-true media buying and marketing tools were the very same ones being rejected as suspect and old fashioned by most modern-day young people. A standard newspaper ad would no longer do. It needed something different.

"Our greatest results are coming from a combination of more traditional media outlets with other, more extreme non-traditional ones," says Jonathan Bailey, CEO of Bailey Gardiner, the San Diego-based integrated marketing company that MCASD hired to help it reach its new demographic. "Our ideal strategy for clients is at least a 50 percent spend on non-traditional mediums."

The strategy his team recommended for MCASD was no different. The museum launched a traditional ad campaign via magazines and billboards in order to reach its older base of customers. It coupled that, however, with an interactive viral Web site, www.feedthegreedyorgan.com, designed to encourage younger consumers to "feed their greedy organ" -- their eyes -- with a free visit to the museum. The museum's traditional ads drove traffic to the non-traditional Web site, resulting in a 200 percent increase in museum attendance by the under-25 set.

The lesson for small business owners is this: In order to succeed with your marketing dollars, integrate, innovate and interact. "You need every marketing dollar to count," Bailey says, "so simply relying on methods that might work for Fortune 500 companies and household brand names will not work for emerging companies."

Monday, June 4, 2007

Peter Koeppel Selected for Honorary Committee & Advisory Board for The Wheelchair Foundation Dinner

Dallas, TX -- (MARKET WIRE) – June 4, 2007 – The Wheelchair Foundation, a charitable organization dedicated to providing wheelchairs to those in need, announced today that Peter Koeppel, president of a leading direct response television DRTV media buying firm, Koeppel Direct, was chosen to become a member of the Honorary Committee and the Advisory Board for the Wheelchair Foundation dinner.

The Wheelchair Foundation event will take place on October 26, 2007 at the Trump National Golf Course in Ranchos Palos Verdes, CA. The event is being coordinated by Imagine Fulfillment Services (IFS) and will kick off with a reception at 5 p.m., followed by dinner and a program at 6:30 p.m. “Peter will make a great contribution to this very special and important event,” said Andy Arvidson, Imagine Fulfillment Services. Peter is also supporting the Wheelchair Foundation Auction www.Flippid.com that went live on May 20, 2007, in order to raise funds for the Wheelchair Foundation.

The Wheelchair Foundation is a nonprofit organization leading an international effort to create awareness of the needs and abilities of people with physical disabilities, to promote the joy of giving, create global friendship, and to deliver a wheelchair to every child, teen and adult in the world who needs one, but cannot afford one.

During the past year, many companies in the direct response business, such as Koeppel Direct, have contributed to a fund raising effort for the Wheelchair Foundation. As little as $75 can provide a wheelchair for someone in need. To date, the direct response industry has raised more than $200,000 for the Foundation.

About Peter Koeppel

Peter Koeppel is founder and president of Koeppel Direct, a leader in direct response television (DRTV), online, radio and print media buying. Peter is a Wharton MBA, with over 25 years of marketing and advertising experience. Koeppel has helped Fortune 1000 businesses; small businesses and entrepreneurs develop direct marketing campaigns to increase profits. For more information visit www.koeppeldirect.com or call 972-732-6110.