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Value
of Infomercials and Other Direct Response Marketing Programs
Over the life of a DR product or service, media can represent a significant program investment. CPO manages your infomercials media program as an investment that must pay out time and time again. Attention to detail, painstaking analysis, valued media relationships, capable negotiations, daily feedback and constant fine-tuning are all hallmarks of CPO's reputation in the industry. We're grounded in the philosophy that all infomercials and direct response campaigns begin as a test to make sure the economics of the program meet strategic objectives. The objective of the initial test is to assess the financial viability of selling your product. A successful test requires a minimum media investment of $20,000-$30,000 to test variables and project results. If the initial test proves successful, you should be prepared to exponentially increase your media spend. The media management process starts with identifying the best media avails against campaign objectives. Since Direct Response media is planned, negotiated and purchased as preemptible time or space, clearance rates are as critical as cost. CPO's extensive media research library combined with 20 years of experiential knowledge is utilized in front-end analysis to ensure the most responsive and cost-efficient media for the target demo is recommended. Using predictive modeling techniques, media planners will flight a campaign schedule that meets all campaign stated objectives and submit to you a media estimate. Reaction time is crucial to secure the best media avails. CPO will deliver campaign results within 24 hours of the media run and can make changes to campaign parameters just as quickly. |
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