Innovative Direct Response, LLC has won the contract to launch Homefield Financial's, www.homefield.com, national DRTV campaign.
As one of Inc's 500 Fastest Growing Companies in America, Homefield Financial offers consumers a wide variety of loan options while making the home buying experience process fast and convenient. To that end, an extensive DRTV marketing campaign targeting homeowners of all ages and credit levels is being developed to include a 60-second and 30-second short-form commercial campaign driving customers to an 800 number and/or website to find out more about special loan programs. A strategic blend of DRTV and branding elements will be incorporated in the spots to aid in the long-term branding. The national media strategy will be developed by Koeppel Direct.
Tuesday, March 20, 2007
Monday, March 12, 2007
The New High-Tech Face of DRTV Advertising
Advertising your toy store on blogs, mobile phones and podcastsm ay seem surreal to you now, but high-tech forms of communication are merging into the mainstream.
Rapid advances in technology have changed everything from health care to communication. As the latest technology becomes more accessible to a broader market, the DRTV advertising field is changing too. Ten years ago, you could plan your direc response advertising campaign around a few television commercials and print advertisments. Until now, most companies would never have considered spending a sizable portion of their advertising budget on the Internet, but in 2006 online ad expenditures are expected to reach $17 billion.
Advertisers who want to reach their audience and remain competitive in this high-tech world have to change with the times. They must keep abreast of emerging new technologies, what direct response media types are most popular, and how consumers use what is available to them. If you want to stay current and advertise your products and services in ways that reach your target audience on their turf, consider the following forms of emerging media.
Rapid advances in technology have changed everything from health care to communication. As the latest technology becomes more accessible to a broader market, the DRTV advertising field is changing too. Ten years ago, you could plan your direc response advertising campaign around a few television commercials and print advertisments. Until now, most companies would never have considered spending a sizable portion of their advertising budget on the Internet, but in 2006 online ad expenditures are expected to reach $17 billion.
Advertisers who want to reach their audience and remain competitive in this high-tech world have to change with the times. They must keep abreast of emerging new technologies, what direct response media types are most popular, and how consumers use what is available to them. If you want to stay current and advertise your products and services in ways that reach your target audience on their turf, consider the following forms of emerging media.
Tuesday, March 6, 2007
Radio Advertisers Want More Of 'Less,' Short Ad Formats Gain
RADIO AD SALES FIRM INTEREP says demand for short-form direct response television radio spots is booming--although overall numbers remain low, as measured by billing figures. According to Interep, the number of 10- to-15-second spots it sold and placed jumped 400% in 2006 compared to 2005, while 30-second spots grew a remarkable 1000%, for a total rise of 680%. Still, these short-form spots represented only about 10% of total ad billing, but 30-second spots take the lion's share of that--about 7%.
Kirk Combs, general manager of Interep's D&R Radio, said: "Clearly, we are going to see more and more business availed in 2007 requesting shorter-form commercials. The Interep numbers, as well as supporting industry data, speak for themselves."
Although Interep's report made no mention of industry giant Clear Channel Radio, the national radio owner's concerted push to reduce ad clutter, with its "Less Is More" initiative, doubtless played a role in the move to shorter spots.
All Clear Channel stations participated in the "Less Is More" campaign beginning in December 2004. Clear Channel controls 11% of the country's radio stations. The campaign wrapped up in January 2007 with an internal memo from Clear Channel Radio boss John Hogan declaring victory.
Clear Channel maintained the push in the face of widespread skepticism.
Media Daily News
Kirk Combs, general manager of Interep's D&R Radio, said: "Clearly, we are going to see more and more business availed in 2007 requesting shorter-form commercials. The Interep numbers, as well as supporting industry data, speak for themselves."
Although Interep's report made no mention of industry giant Clear Channel Radio, the national radio owner's concerted push to reduce ad clutter, with its "Less Is More" initiative, doubtless played a role in the move to shorter spots.
All Clear Channel stations participated in the "Less Is More" campaign beginning in December 2004. Clear Channel controls 11% of the country's radio stations. The campaign wrapped up in January 2007 with an internal memo from Clear Channel Radio boss John Hogan declaring victory.
Clear Channel maintained the push in the face of widespread skepticism.
Media Daily News
Wednesday, February 28, 2007
Billboards draw DRTV customers
According to the Direct Marketing Association, using photos in outdoor advertising creates a 300-percent greater recall than ads without photos. Also, a colored background organizes the information and enables the viewer to read it 26-percent faster, according to the Pennsylvania College of Optometry.
"Billboard advertising works and it works very well, if it is used properly," said Cleveland. "High-quality graphics are critical. One of the great things for drtv advertisers is that the technology for printing outdoor graphics is photographic. It is like product packaging - you have to have an appetizing photograph."
Cleveland added that billboards can fail when an advertiser tries to do too much. "So many times billboards are ineffective because we try to use them to communicate more than they can communicate, or to communicate too complex an idea. It takes too long for a person viewing the billboard to understand the message."
An example is a sign plastered with a number of Web site addresses, phone numbers and logos. Too much of a good thing has the wrong effect when passers-by have seconds to read as they speed past.
For a billboard to maximize its per view direct response television potential, Cleveland suggests first determining what the ad needs to accomplish.
"There are certain products or services that may not benefit that well from outdoor advertising," said Cleveland. "A branding message that isn't complicated works the best."
Cleveland warns against a message that grows stale. Depending on the location of the billboard, most target consumers see a billboard's message continually - on their way to and from work, for instance. Constantly refreshing messages is the solution to keeping the billboard from being ignored.
"Billboard advertising works and it works very well, if it is used properly," said Cleveland. "High-quality graphics are critical. One of the great things for drtv advertisers is that the technology for printing outdoor graphics is photographic. It is like product packaging - you have to have an appetizing photograph."
Cleveland added that billboards can fail when an advertiser tries to do too much. "So many times billboards are ineffective because we try to use them to communicate more than they can communicate, or to communicate too complex an idea. It takes too long for a person viewing the billboard to understand the message."
An example is a sign plastered with a number of Web site addresses, phone numbers and logos. Too much of a good thing has the wrong effect when passers-by have seconds to read as they speed past.
For a billboard to maximize its per view direct response television potential, Cleveland suggests first determining what the ad needs to accomplish.
"There are certain products or services that may not benefit that well from outdoor advertising," said Cleveland. "A branding message that isn't complicated works the best."
Cleveland warns against a message that grows stale. Depending on the location of the billboard, most target consumers see a billboard's message continually - on their way to and from work, for instance. Constantly refreshing messages is the solution to keeping the billboard from being ignored.
Friday, February 23, 2007
DRTV Marketing Tactics
What are the challenges that entertainment executives are facing today and how can drtv marketers help them?
Consumers are downloading TV shows, videos and music on their iPods and other mobile devices. They are watching less TV and using DVRs [digital video recorders] to skip through commercials. They are going to fewer movies and renting fewer DVDs from traditional bricks-and-mortar stores like Blockbuster, instead accessing films through on-demand services or outfits like Netflix. Giving executives new strategies and options to not only deal with these changes but also to capitalize on them will differentiate savvy vendors from those who don't understand what's going on in the industry.
What are the best media vehicles for reaching these execs?
This audience can be reached through industry publications and Web sites from such trusted and longstanding b-to-b [publications] as Variety and The Hollywood Reporter, as well as through certain consumer publications such as Vanity Fair .
What direct response marketing tactics are best to engage this audience?
DRTV marketing messages need to be highly creative in order to appeal to this audience creativity is their business, after all. The messages also have to be informed and accurate. Direct Response companies targeting this audience need to be well-versed in all the latest trends and technologies, and present themselves as solutions-driven experts in this field.
Peter Koeppel is Founder and President of Koeppel Direct
Consumers are downloading TV shows, videos and music on their iPods and other mobile devices. They are watching less TV and using DVRs [digital video recorders] to skip through commercials. They are going to fewer movies and renting fewer DVDs from traditional bricks-and-mortar stores like Blockbuster, instead accessing films through on-demand services or outfits like Netflix. Giving executives new strategies and options to not only deal with these changes but also to capitalize on them will differentiate savvy vendors from those who don't understand what's going on in the industry.
What are the best media vehicles for reaching these execs?
This audience can be reached through industry publications and Web sites from such trusted and longstanding b-to-b [publications] as Variety and The Hollywood Reporter, as well as through certain consumer publications such as Vanity Fair .
What direct response marketing tactics are best to engage this audience?
DRTV marketing messages need to be highly creative in order to appeal to this audience creativity is their business, after all. The messages also have to be informed and accurate. Direct Response companies targeting this audience need to be well-versed in all the latest trends and technologies, and present themselves as solutions-driven experts in this field.
Peter Koeppel is Founder and President of Koeppel Direct
Thursday, February 22, 2007
Common DRTV Mistakes
NOT DEVELOPING A COMPETITIVE PRICING STRATEGY AND A COMPELLING OFFER
Make sure your product has a competitive price and that the offer will capture the target audience's attention. If your product is priced at $29.95 or under it can generally be sold through a short form commercial (:120, :60). Products priced over $29.95 are usually sold most effectively through an infomercial (28:30). Lead generation DRTV campaigns can be marketed through both short form and long form direct response TV campaigns. Develop and test several offers, in order to determine the offer that will generate the best results. The offer consists of the product, pricing, number of payments, etc. By offering the consumer an incentive to call now, through a discount or a free, related item can be an effective method of generating more calls and additional revenue.
AVOID PRODUCTS THAT DON'T SOLVE A PROBLEM AND AREN'T DEMONSTRABLE
Products that allow consumers to quickly solve a problem work best on TV. Television provides the marketer with an ideal environment to demonstrate how a product works and how it can benefit the consumer. Products that are highly demonstrable work particularly well in DRTV advertising, since the format provides the marketer with ample time to show the consumer why their product is worth purchasing.
We buy media and do the campaign management for the leading ladder infomercial product. The ladder turns into 25 different ladders. Their infomercial does a terrific job of demonstrating all the ways you can use it around the home and how it can make your life easier, so it's a perfect product for an infomercial format.
NOT UNDERSTANDING A DRTV MEDIA TEST
A direct response television media test is designed to provide the marketer with a read on the viability of successfully selling their product on TV. The media test usually runs over one to two weeks and $10-$20,000 is typically budgeted. A short form media test is often run on national cable and satellite networks, since they deliver the best CPM's (Cost Per Thousand Viewers reached). An infomercial media test typically consists of airings on smaller national cable and satellite networks and local broadcast stations. The larger national cable networks are usually too expensive for a media test. There are 1700 local broadcast stations, so there are some excellent infomercial media deals in local markets.
The media buying agency will provide you with daily and weekly reports that will show how each network/station performed during the test. By analyzing these results, the media buyer will be able to buy more of what's working and to drop the networks/ stations/dayparts that are not working, in order to optimize performance.
During the rollout phase of the campaign, the idea is to build up the media budgets, while maintaining a profitable ROI. For example, if you are spending $100,000/week in media and bringing in $200,000 in revenue, you are going to make more profit than buying $10,000/week in media and bringing in $20,000 in revenue.
Peter Koeppel is Founder and President of Koeppel Direct
Make sure your product has a competitive price and that the offer will capture the target audience's attention. If your product is priced at $29.95 or under it can generally be sold through a short form commercial (:120, :60). Products priced over $29.95 are usually sold most effectively through an infomercial (28:30). Lead generation DRTV campaigns can be marketed through both short form and long form direct response TV campaigns. Develop and test several offers, in order to determine the offer that will generate the best results. The offer consists of the product, pricing, number of payments, etc. By offering the consumer an incentive to call now, through a discount or a free, related item can be an effective method of generating more calls and additional revenue.
AVOID PRODUCTS THAT DON'T SOLVE A PROBLEM AND AREN'T DEMONSTRABLE
Products that allow consumers to quickly solve a problem work best on TV. Television provides the marketer with an ideal environment to demonstrate how a product works and how it can benefit the consumer. Products that are highly demonstrable work particularly well in DRTV advertising, since the format provides the marketer with ample time to show the consumer why their product is worth purchasing.
We buy media and do the campaign management for the leading ladder infomercial product. The ladder turns into 25 different ladders. Their infomercial does a terrific job of demonstrating all the ways you can use it around the home and how it can make your life easier, so it's a perfect product for an infomercial format.
NOT UNDERSTANDING A DRTV MEDIA TEST
A direct response television media test is designed to provide the marketer with a read on the viability of successfully selling their product on TV. The media test usually runs over one to two weeks and $10-$20,000 is typically budgeted. A short form media test is often run on national cable and satellite networks, since they deliver the best CPM's (Cost Per Thousand Viewers reached). An infomercial media test typically consists of airings on smaller national cable and satellite networks and local broadcast stations. The larger national cable networks are usually too expensive for a media test. There are 1700 local broadcast stations, so there are some excellent infomercial media deals in local markets.
The media buying agency will provide you with daily and weekly reports that will show how each network/station performed during the test. By analyzing these results, the media buyer will be able to buy more of what's working and to drop the networks/ stations/dayparts that are not working, in order to optimize performance.
During the rollout phase of the campaign, the idea is to build up the media budgets, while maintaining a profitable ROI. For example, if you are spending $100,000/week in media and bringing in $200,000 in revenue, you are going to make more profit than buying $10,000/week in media and bringing in $20,000 in revenue.
Peter Koeppel is Founder and President of Koeppel Direct
Tuesday, February 20, 2007
Consider Your DRTV Options
Many types of online advertising and marketing services exist, such as pop-up or pop-under ads; banner ads; rich media ads, which include flash ads, interstitials (a page inserted in the normal flow of content between a user and the site), and superstitials (a page that loads behind an active web site, meaning the user doesn't see the ad until it's totally downloaded and ready to run); streaming audio video; skyscraper ads; rollover ads that expand as your mouse runs across them; e-mail sponsorship ads; newsletter and e-zine ad sponsorships; advertorial placements; search engine optimization; and affiliate programs where one web site promotes another web site's products in exchange for a commission and transactions are tracked through unique codes. Each of these options offers drtv advertisers unique advantages for reaching their target audience.
A huge demand for Internet advertising on the major net portals, such as CNN, Yahoo, MSN, etc., exists. This demand has actually caused a shortage of time slots. As a result, companies who are interested in running their ads or commercials online should consider doing so on their own web sites. Recent technology enables anyone who comes to your site to view your commercial regardless of what type of browser they have. So when a person goes to your site, the commercial automatically starts playing.
The complexity of all these online advertising options requires that you work with an ad agency that has a thorough knowledge of the medium. An experienced online direct response television media buying agency can help you decide what Internet options are most cost-effective and effective for your company.
Peter Koeppel is Founder and President of Koeppel Direct
A huge demand for Internet advertising on the major net portals, such as CNN, Yahoo, MSN, etc., exists. This demand has actually caused a shortage of time slots. As a result, companies who are interested in running their ads or commercials online should consider doing so on their own web sites. Recent technology enables anyone who comes to your site to view your commercial regardless of what type of browser they have. So when a person goes to your site, the commercial automatically starts playing.
The complexity of all these online advertising options requires that you work with an ad agency that has a thorough knowledge of the medium. An experienced online direct response television media buying agency can help you decide what Internet options are most cost-effective and effective for your company.
Peter Koeppel is Founder and President of Koeppel Direct
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