The Tech Firms Changing TV Advertising in 2018
Direct response marketing essentially refers to: “A marketing effort that encourages the target audience to respond directly to the advertiser: through the telephone, website, a business reply card, a coupon and so on.”
In regard to television specifically, direct response television (DRTV) adverts normally display a direct telephone number which allows the viewer to buy the product from the comfort of their living room armchair.
You may associate them more with late night TV and Americanised commercials than the normal pre-watershed commercials that often offer an abstract or humorous approach to a product.
Despite this, and the clue is in the name, grabbing the viewer’s attention in a direct manner works well for many products.
Whilst there is a myth that only ‘inventive’ products prosper via DRTV, evidence shows that there are an increasing number of service based businesses utilising the medium to great effect too.
Nowadays, it’s not uncommon to find financial, educational, security based products and more industrial products sat next to the usual catalogue of kitchen appliances and nifty gadgets.
It’s an intriguing rejuvenation for DRTV and it demonstrates one clear fact: direct response television adverts work.
Still, there is some scepticism that surrounds DRTV. But a carefully crafted direct response advert that follows the structure outlined below will help you to derive exceptional results.
The Product & Advert Length
The first thing to consider before even choosing the DRTV medium is whether your product is suitable. Can you convince someone to buy it within a short timeframe? You will effectively have either a 60 or 120 second ad duration.
Within this window you’ll have to demonstrate what your product can do and convince someone that they need it.
Budgeting
There are a number of things you need to factor in to your budgeting before you begin creating the Ad.
Production costs should be at the forefront of your mind and it’s always useful to contact someone for a quote to get an idea of cost before proceeding.
Other things to consider include: whether you will film on location or in a studio, cast- celebrity or actors, director and crew, post-production effects and music.
Once you have completed these first couple of stages you can move on.
Timing & Testing
Let’s move on from the Ad’s duration to the specific dates you intend to air it on. According to direct response marketing expert Craig Huey, avoid low rate periods: January, February, March, July, August and September. Basically, if the cost to place the ad is low it’s for a good reason- sales will, in turn, be low.
Huey’s advice is correct, but it’s likely the TV station you intend to air the advert on are just as aware that these are down periods and will adjust the price accordingly.
Still Huey’s advice is not to avoid these periods altogether but to use them for testing purposes by running two different ads simultaneously and at the same time- on two different stations. Then switching the Ads to see which is the most effective; before using the most efficient during the hot periods.
The Visuals & Sound
Around 15 seconds for a 60 second Ad and 20-25 seconds for a 120 second Ad is the optimum.
Visuals can be effective to entice the viewer into calling and having each digit read twice using a voice over is a clever tactic many DRTV Ads employ to great effect.
Be Prepared: Taking Orders
Advice on taking orders is imperative, making it as easy as possible for your audience to order should be your number one concern.
After all, if it’s at all difficult or they have any doubt how to order then you may have lost a customer.
You will also lose customers if you do not have the correct set up in place to deal with the demand for your product.
Huey suggests using an operator to man your phones who can do so 24 hours a day, seven days a week. It should also be explained to the viewers that they can call at any time so there is no doubt.
There you have it. Any TV advert requires extensive planning and thought, but the results you can derive are truly exceptional.
Feel free to contact the Living Room Agency if you have any questions or queries.
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