For a successful launch of a DRTV (or any advertising campaign), there are 3 crucial ingredients: Creative, Media and Back-end Operations. Some people in the industry may say one of these is more important than others, however, if all three of these are not properly done, you will be left with a recipe for failure.
It is very important for your creative to do a few simple things:
1. Address the problem
2. Show how your product or service solves the problem
3. Have a strong call to action to make the consumer react immediately by calling a phone number or going to a website.
You must speak to the customer that may be in the market for your product, and then ask them for the sale with a strong call to action.
An expertly thought out media plan is equally critical for a successful DRTV campaign. The media plan for your DRTV campaign should be developed using every tool available to your media agency: ratings, rates, research, competition, as well as DRTV experience. While running a commercial for a home improvement product on HGTV sounds like a no-brainer, the cost for spots on the station may be too high for it to be profitable. Also, some stations or programs have a very high engagement levels like live sports, so customers may be less likely to respond out of fear of missing out what happens when the commercial break is over. It is important to not only identify what your potential customer is watching, but hit that at the right time when they are ready to buy.
Having the back-end operations set up correctly can easily be an overlooked aspect of a DRTV campaign, but is just as important as creative and media. If you have a rock-star creative and media in the perfect places at the right prices, but have no way to order the product, then ultimately your campaign will fail. Seamless setup of a call center, landing pages and fulfillment are all needed to make sure that when customers do respond, they can quickly and easily buy your product and/or sign up for your service.
The experts at Modus Direct can help you with all three aspects of a successful DRTV campaign. We can help write and shoot your next creative, buy your media efficiently, and help with all aspects of back-end operations to make sure that your campaign is set up for success before it launches. Contact us today to learn more!