If the latest crop of infomercials and short-form direct response television commercials is any indication, this method of advertising can be used for just about any type of product or service. From self-improvement to car insurance and from single product entrepreneurs to international brands, the direct response TV medium has become the advertising channel of choice. Add in the fact that DRTV integrates well with other online and offline marketing channels, such as online, radio, retail, print, mobile and even social media, and the proposition becomes more attractive.
In order to succeed in direct response TV and determine whether your product or service is right for this medium, it helps to ponder these three questions:
1. Does my product or service have mass appeal? Television reaches a mass audience, capturing millions of eyeballs, which means its most significant disadvantage is an inability to precisely target specific demographics. This goal is often better accomplished through other direct marketing mediums such as direct mail. The more mass appeal your product has, the greater its success potential on TV. For example, a product or service that targets a tiny slice of the American public (Victorian Christmas parlor games, anyone?) probably won’t fare very well on DRTV, while one that reaches the masses (the latest food preparation appliance) stands a better chance of meeting and exceeding the campaign projections. Lead-generation DRTV campaigns, compared with one-step offers, tend to have a broader range of product categories that can attain DRTV roll-out success primarily due to TV’s ability to generate large call volume.
2. Is my product or service demonstrable? DRTV takes over where 30-second spot advertising leaves off in the demonstration arena. With a cushy, longer timeframe, DRTV advertisers often use the additional time to show viewers precisely how something works or to illustrate benefits to consumers who purchase product. The more your commercial can visually demonstrate the use or benefits of the product, which further engages the audience, the greater your opportunity is for ringing the cash register. This is a particularly important consideration, and one that shouldn’t be ignored as you evaluate the product’s viability in the direct response TV arena.
3. Does my product or service provide an immediate solution to a consumer problem? DRTV commercial scripts are classically structured by visualizing the consumer’s problem and then presenting the solution your product provides. It is a known formula for success in this medium. The bigger the problem and the more dramatic your solution, the better your chances are for DRTV success. Telecommunications, weight loss, education, fitness, skin care, business opportunities, beauty, health remedies, credit and finance, household cleaners, tools, kitchen appliances, self-improvement and insurance products work very well on television for exactly that reason. These industries provide immediate answers for consumers who tend to have common problems in those areas that need solving.
If you answered “yes” to these questions, start thinking about incorporating DRTV as an effective part of your overall strategy.
