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How to Solve a Problem all DRTV Advertisers Have

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TV viewership is not anymore a focused, quiet family time as it was long ago. Lower attention spans, simultaneous usage of electronic devices and multitasking are well documented realities.

What's the impact on DRTV and what are examples of easy solutions that can be implemented in light of this new reality?

Published in: Marketing
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How to Solve a Problem all DRTV Advertisers Have

  1. 1. How to Solve A Problem All DRTV Advertisers Have Written by Eddie Treizman. Eddie is the Director of Strategic Partnerships at Dial800, a Marketing Optimization firm helping companies run more profitable Direct Response campaigns.
  2. 2. "Honey...What was the phone number on that commercial?"
  3. 3. TV viewership is not anymore a focused, quiet family time as it was long ago. Lower attention spans, simultaneous usage of electronic devices and multitasking are well documented realities. For example, Forbes reports that Using A Second Screen While Watching TV Is The New Normal. Market Research firm TNS Global surveyed 55,000 internet users from 50 countries in their Connected Life 2014 report. They found that 41% of respondents watch TV while visiting social sites such as Facebook, using email or shopping online ("screen stacking").
  4. 4. Discovering the opportunities that this trend creates for Digital Marketers, as well as the challenges that it presents to traditional media advertisers in terms of media attribution, are some of the key topics of common discussion. The impact of Second Screen viewership on Direct Response TV advertisers is less frequently discussed, but requires serious consideration due to its potential effects in the form of: a) Suboptimal media budget performance and sales b) Higher average costs per order
  5. 5. THE PROBLEM Been here before?: You sit on the couch to relax and watch your favorite program. Soon after, you get three Facebook messages on your phone, which you force yourself to ignore. Exactly at the moment you feel something unexpected is about to happen: Commercials!!! Frustrated for the interruption you decide to quickly reply to those messages, check email, and listen to your spouse who wants your attention for a very important "quick thing”.
  6. 6. In the midst of all that, the TV commercial catches your eye. The product (or service) looks really useful, the price is reasonable...and suddenly you start feeling the desire to “Call Now”. "Should I do it or not?” You finally decide to call…but, by then, you can’t remember the phone number: Was it 877 something or 800 something?”... “ Honey...What was the phone number on that commercial? ”
  7. 7. Later that night you Google the product to try to buy it online. At least 4 alternatives you didn't know about come up. Now you feel the need to research each one and read the reviews to find the best deal possible. A few days pass and you still have not made a purchase. The scenario does not intend to oversimplify the many factors that influence success in Direct Response.
  8. 8. It does speak clearly though to the problem that traditional DRTV Advertisers in Consumable Products, Health Care, Education, Financial or any other "Call Now" type of vertical have: Generate the maximum volume of calls possible and find mechanisms to counteract their target audience's increasing lack of attention.
  9. 9. The Solution: Build "Recall Ability" A very simple, but often ignored, way to address this need is to consider what I call the “Recall Ability” that advertisers intrinsically build into their spots. By this I mean: - How easily can the average consumer respond to the “Call Now”? - How long after the spot ends will calls continue to come?
  10. 10. For example, which of the following two commercials do you think will generate more calls if they play on the exact same stations and schedules:
  11. 11. Most certainly, all things being equal, the one on the right will outperform the other in call traffic volume and sales because of the higher "Recall Ability" built in the spot by the Toll-Free used. It requires viewers to remember only two things: 885 and 8000. Contrast that with the need to remember seven unrelated digits.
  12. 12. IN CONCLUSION Regardless of their industry, highly profitable TV (and Radio) Direct Response advertisers know that: • 1. They only have a few short seconds to get their buyers mental attention and make it very easy for them to remember how to call them back. • 2. Increasing the "Recall Ability" of their Ads depends greatly on using easy to remember (800) Toll-Free Numbers. • 3. Highly memorable phone numbers are the actual conduits that will generate the success they strive to produce.
  13. 13. Considering the significant time and resources invested in creating successful DRTV campaigns, it makes sense to reduce the chances of losing sales from willing buyers that may say at the end of their spots: “ Honey...What was the phone number on that Ad?” Disclaimer: The choice of RapidRoaster is for illustration purposes only. It does not represent a critique, endorsement or promotion of the product or the company responsible for its production and marketing. I have never conducted business with them in the past.
  14. 14. HOW TO CONTACT EDDIE Email: eddie.treizman@gmail.com LinkedIn: linkedin.com/in/eddietreizman Twitter: twitter.com/EddieTreizman ABOUT THE AUTHOR: Eddie Treizman is the Director of Strategic Partnerships at Dial800, a Marketing Optimization firm helping companies run more profitable Direct Response campaigns. He enjoys blogging on LinkedIn about various thought provoking topics. Unless otherwise noted, all statements or opinions made reflect only his personal views.

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