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Like
It or Not, Consumers Pushing Brand Marketers to DRTV For many years, most traditional marketers looked down their noses at the direct response TV industry. DRTV was seen as limited in effectiveness to just a small segment of the American population. However, a number of recent surveys are showing that a far greater portion of the American television audience is responding to DRTV advertising than once believed. And, at the same time, a number of traditional marketers are setting aside some of their advertising dollars to test the effectiveness of the DR space. As Response's annual consumer survey, conducted by The AfterMarket Co. (see page 40), points out, many DRTV products are becoming geared more toward mainstream shoppers with lower median incomes who are seeking good value. In the past, many traditional advertisers believed that products sold through infomercials tended to be bought by more affluent customers with high disposable income. Traditional advertisers have also knocked DRTV as an advertising outlet that has no brand-building capability. However, research also shows that more than half of customers who purchased a product advertised via DRTV actually bought that product from a retail outlet rather than through the 800 number in the ad. Our industry clearly has become as an effective way to build a brand and push products into retail. As the market trends away from these long-held beliefs, traditional advertisers would be foolish not to seek out opportunities to sell via DRTV. But do these traditionalists have the skill set to produce top-notch DRTV spots and shows? After decades of making pretty, general, brand-conscious ads, do they comprehend just how important product demonstrations, testimonials and call-to-action placement are to the average DRTV buyer? Chances are, they don't have the slightest idea. Who has that comprehension and understanding? You do. As more traditional advertisers seek out new and more measurable ways to market product, they will naturally find DRTV. And when they begin to look into our industry, they will need your know-how. If companies like General Motors and Hewlett Packard are using DRTV methods; if BMW is driving people to its Web site via television advertising; and if major sports organizations like the Indy Racing League are touting the use of infomercials, how much longer will it be before major banks, home electronics giants, other car manufacturers and the NFL and NBA push their product via DRTV? Target these brand marketers now. Then, when the rush is on and they are all seeking DRTV knowledge, your name will be the one that comes to mind. Thomas Haire is Managing Editor of Response Magazine.www.responsemagazine.com
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DRTV
is a Key to Advertising Success in a Shaken Economy
Like
It or Not, Consumers Pushing Brand Marketers to DRTVAbout
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