Advertisers of all backgrounds have long considered direct response TV some of the least sophisticated selling in the industry. It turns out DRTV had the right idea – with a dwindling consumer market, people aren’t looking for sophistication.
Making an impulse buy with the promise of their money back sounds pretty sweet to a lot of media buyers, even if they never quite get around to taking producers up on that promise. And as DRTV experts for years have known, they aren’t likely to.
If you’re new to DRTV in today’s market, there’s a few things you should keep in mind:
Prime Time Isn’t an Opportunity
Prime time sounds like a great opportunity for most other advertising types, but for DRTV, it can actually work against you. People watching prime time TV expect to find a certain kind of programming, and they may actually change the channel when they don’t see it. Stick to the audience who wants to find you.
Don’t Put All Your Eggs in One Basket
On average, only about 1 in 5 products put out by major multiproduct marketers actually succeeds commercially. Don’t count on the one product you’re shilling to be your sole source of success.
Tune in for Part II of The State of DRTV.
Monday, June 29, 2009
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