Rising demand for DRTV
Over the past year the advertising market has seen an increase in demand for DRTV (Direct Response Television). Small companies are looking for new clients, while larger companies are looking to expand into new markets and both are looking to do so at a relatively low price. These companies then look at Direct Response Agencies for help.
DRTV includes any TV advertisement that asks consumers to respond immediately by phone, text message, or website visit. There are two forms, short and long; short form DRTV is usually around a couple minutes, while long form DRTV can be as long as 30 minutes. DRTV has become more popular due to its ability to act like a commercial and an infomercial at the same time. Many consumers see the DRTV ad and buy immediately over the phone or web, but many see the product and choose to purchase it at a retail store. It is estimated that for every unit sold on TV, anywhere from 3 to as high as 15 units are sold through retail channels.
Due to the challenging economic times, companies are looking to increase their customer base quickly and affordably and DRTV offers this. The cost of DRTV is significantly lower than many traditional advertising methods, companies are able to quickly connect with viewers and quickly turn these leads into sales. Many of these new DRTV buyers are companies that have never used DRTV before. Companies have seen the added financial benefit of DRTV, and are beginning to convert their advertising campaigns to a more direct approach.
Companies are using DRTV to spread the word and create brand authority. Companies are expanding their DRTV campaigns into new markets, such as Rosetta Stone moving into Canada. Other companies are looking to grow brand presence in current markets. But the one thing that all of these companies have in mind is gaining masses of new customers at an affordable price. DRTV costs are relatively modest, and customer like how easy it is when responding, just one phone call and everything is underway.
DRTV is a powerful tool, used by many companies, but it is important to do your homework before beginning a DRTV campaign. It is necessary to properly target your offers, upsells, and payment plans in an effort to maximize conversion rates. DRTV can be a useful tool, generating new customers at a moderate price, but can also be mismanaged due to a poor marketing plan. DRTV has proven to be successful for many companies, and more are jumping into the market. Whether it’s for a short form or long form spot – contact our Infomercial Production team today!