Transcript Direct Marketing Media

Direct Marketing
Broadcast Media
Direct Marketing
Broadcast Media
• Radio
– Tailor message to station format
– More personal than TV / high involvement
– Simple, intrusive, testimonials, celebrity
• Videocassettes
– Sponsoring a video eliminates clutter
– Fulfilment device for high ticket items that
need demonstration (NordicTrak)
Direct Response Television
• Leave production and scheduling to experts
• Commercial length: 60-120 seconds
• Reach & Frequency not as important as actual
response rates, but still useful
• Avoid specific time/program buys--too costly.
Use ROS (run of station) and specify daypart if
product audience is highly segmentable.
However, ROS is pre-emptible.
Direct Response Television
• Look for dayparts that have good viewer
demographics, but contain programs that
don’t demand attention (reruns, talk, etc)
• Seasonality: 1st & 3rd quarters (like print)
• Infomercials: very popular but no sure
thing--expensive: $100-$500,000 to
produce and $30-$40,000 to perform basic
tests.
Direct Response Television
Media Choices: Network
• Major networks can still reach
most of US TV HH’s, but share
continues to decline.
• Disadvantages:
– Few, if any, 120 seconds spots available
– Usually cost prohibitive
– Telemarketing inbound blockage is likely to
occur with simultaneous national coverage
Direct Response Television
Media Choices: Spot TV
• Most common for direct response
• Advantages:
– localized, maximize best performing markets
– cost-efficient
• Disadvantage
– more difficult to manage for a national
campaign
Direct Response Television
Media Choices: Network Cable TV
• Reaches 65% + of US
• Advantages
– cost efficient
– particularly effective if the network’s audience
properly matches your target audience
– back-end response outperforms broadcast TV
• Disadvantages: limited availability of two
minute spots (sometimes even 1 minute)
Direct Response Television
Media Choices: Local cable
• Market-by-market basis; very effective for
products with narrow segments
• Disadvantages
– no two minute slots available
– rates (considering number of exposures) are not
particularly cost efficient
– many media markets require 4 to 5 operators
for complete coverage
Direct Response Television
Media Choices: Syndication
• Sponsors market the show (including
commercials) to TV stations on a marketby-market basis
• Advantages:
– unlikely to be preempted & reaches 80-90% US
– little telemarketing blockage
– allows product-to-program matching
• Disadvantage: only 60 seconds & expensive
unless you buy “distressed” slots
Direct Response Television
Creative Tips
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Show 800 # 25 seconds of every 60
Immediacy--call this number now!
Clarity--clear offer, no room for doubt
Lack of retail availability
“Not available in stores.”
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Limited options--yes or no only
Early close--ask for order early & often
De-emphasize total price of installments
Demonstrations work. Use all features.