GreyTV Direct-Response Solutions Guide

GREYTV DIRECT-RESPONSE SOLUTIONS
» SERVICE GUIDE WITH CAMPAIGN CALCULATOR

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OVERVIEW

GreyTV is a Los Angeles-based creative production agency. We engage groups of individuals for
our clients, through cause-driven content. We have expertise in DRTV commercial production, online advertising, event
Table of Contents production, and social media. GreyTV works with agency partners, media organizations, and directly with clients. Our
company and its employees guarantee the best client experience, and unmatched production quality, delivered using the
Overview & Process ................................................... 1 highest standards of practice available in our industry.
Targeting & Media ..................................................... 2
Creative Elements & Methodology ............................ 3
Selected DRTV Ad Ratings ........................................ 4 PROCESS
Campaign Hyopothetical ............................................ 6
Client Worksheet & Calculator .................................. 7

Working with GreyTV to reach your marketing goals through Direct-Response is an easy
process that is designed to be transparent and highly efficient. We believe every successful relationship starts with
communication, so, the first step for new clients (and periodically for existing clients), is the process of Discovery. This is
EVENTS an engaging and structured conversation that allows us to understand the big picture, as well as the nuances of your
business, historical sales and marketing activities, and specific goals for your campaign.

BRAND IDENTITY Now that we’ve spent time getting to know each other, we plan how to make it happen. GreyTV will work with our
national network of media outlets, including Cable TV, Online, Print and Radio to optimize your media budget, while
insuring your voice is heard by the audience that best suits your product or service. Once the media plan is established,
ENTERTAINMENT the creative process begins, incorporating rigorous quality standards based on GreyTV’s proprietary Ad Grading
Methodology.

When the media plan and creative are in place, we’ll launch your campaign. Innovation continues as we begin measuring
Contact: results, monitoring them against the goals established during the Discovery process. Finally, GreyTV will conduct market
Tel: (888) 909-6670 research using the data from your ongoing campaign to optimize your performance in real time, and maximize your results.
Email: clients@greytv.com

GREYTV MEDIA • WWW.GREYTV.COM • TEL (888) 909-6670
1155 N LA CIENEGA BLVD, SUITE 503, WEST HOLLYWOOD, CA 90069 WANT TO KNOW MORE? CALL (888) 909-6670

TARGETING & MEDIA

MEDIA

GreyTV has a track record of providing expert advice on executing media purchases. We pride
ourselves on getting the best rates for our clients, through proven bundling and negotiating
techniques. Our media network spans the globe, and includes regional cable, broadcast television,
radio, print, online, and innovative new technologies including satellite TV and Internet video
outlets.
TARGET MARKET HYPOTHETICAL
TARGETING (Selected from 300 + demographic statistics)

Identifying the correct target market, and reaching it with a message that inspires action is critical Demographic Segment
to the success of every campaign. GreyTV uses proprietary tools to assist in the targeting process, Gender Male
ensuring that your market, message and media are aligned. We chose from over 300 demographic Age 45-54
and psychographic market characteristics, to reduce waste, while dialing up credibility and Age 55-64
increasing emotional connection, and ultimately sales, with your desired audience. Household Composition Married couples, dependent children
Length of Residence 6 to 10 years
Length of Residence 11 to 14 years
Length of Residence 15 + years
Education Bachelors Degree
Education Graduate Degree
Household Income $150,000 to $249,999
Savings and Investments 401K
Savings and Investments IRA
Savings and Investments KEOGH, SEP-IRA, PENSION
Type of Property Single family dwellings
Property Value $300,000 to $499,999
Property Value $500,000 to $749,999
Home Ownership Home owner
Finance Pay any price for good financial advice

CREATIVE ELEMENTS & METHODOLOGY The DRTV Grading Methodology appraises commercials on a
transparent set of success drivers, which contribute to a commercial’s grade on a
Motivation: 30% weighted scale. The drivers are buying motivation, commercial credibility, audience
### Fundamental elements of a DRTV commercial relatability, and brand equity. Each driver includes observable milestones that must be
met in order to maximize the market’s perception of an immediate need, which elicits an
• Offer Strength 30%
emotional response, and ultimately a sale.
• Actionable Information

• Call to action

• Means of response
GRADE GRADING INDEX

A HONORS
Credibility: 25%
### Viewer's perception of audio and visual quality
These commercials have mastered the practice of DRTV. Near-flawless inclusion of motivators is
90-100
presented in the context of a highly credible, and relatable commercial that taps into an
25% immediate need. This combination of motivation and emotional insight result in outlier outcomes,
• Talent Performance and increased perception of brand value in the marketplace. In nearly all cases, an additional
flare of creativity, and word-of-mouth notability is present.
• Copywriting Quality

• Production Value
• Creativity B ABOVE AVERAGE
80-89 A strong capability for innovation and motivation is present in these commercials. DRTV
fundamentals are competently addressed, and the commercial gives the marketer an
Relatability: 25%
### Elements that determine acceptance of the message
approachable and relatable voice that connects with a majority of the desired target audience,
and generates strong results. Moderate brand building is accomplished.

• Presentation of an immediate problem 25%
• Demonstrated understanding of the problem C AVERAGE
The basics of DRTV are covered, yet lack innovation and notability. The content of the commercial
• Solution is directly related to the problem 70-79
is moderately relatable, and may have credibility flaws. The commercial looks like the next, and
• Engages emotional decision making captures limited attention from the desired target market. Impact on brand value is negligible, or
slightly negative.
• Testimonial

Brand Equity: 20% D BELOW AVERAGE
### Opportunities to equate your brand with value 20%
60-69 There are noticeable fractures in the credibility and relatability of the commercial. All
fundamental DRTV motivators may be included, but are often presented in inadequate amounts, or
• Competitive advantage sequenced ineffectively. A problem and target market is not addressed sufficiently, and results
are poor. The commercial has potential to do meaningful damage to the brand.
• Cause-driven statement

• Consistent brand presence

• Brand presentation F POOR
A major change in strategy is required.
‹ 60


SELECTED DRTV AD RATINGS (2011)
Product Service Non-profit International

Rank Ad Brand Score Grade Description Link

Start- up wonder Safelite fires on all cylinders, highlighting a differentiated and understanding brand.
1 SAFELITE AUTOGLASS (:60) Safelite Group, Inc 91 A- YouTube
Extra points for an infectious jingle that is handy in every media channel.

Powerful testimonials, and ample time dedicated to the importance of the issue, and how to act. The
2 GOVERNOR RICK SCOTT (:60) Florida Homeless Coalition 91 A- YouTube
Florida Homeless Coalition then brings home the message with plenty of ways to fight for the cause.

This spot is a standout for its unusual blend of creativity, superior copywriting, and offer strength.
3 LIFELOCK (:60) LifeLock, Inc 90 A- YouTube
Encore little robot, encore!

I'm a single dad. My kids are proud of me, and my dad is proud of me. Not a single shot of books or a
4 ITT-TECH BACHELOR (:60) ITT-Tech Institute 90 A- YouTube
campus. To the head of the class for engaging emotional decision making.

Muzzy is back, sporting superior relatability to both parents and children as a leader in language tutoring.
5 MUZZY (:60) Early Advantage 88 B+ YouTube
Seems like it would be easy to insert a cause-driven statement, oui?

Strong showing by DRTV veteran ADT. Thanks to the testimonial of one very unfortunate woman,
6 ADT SECURITY :(60) ADT Security Services, Inc 87 B+ YouTube
hundreds of prospective and existing clients are still thanking ADT, even if they have better luck.

A smart media tie in for eDiets, which capitalizes on the relatability and credibility of the "Biggest Loser"
7 BIGGEST LOOSER MEAL PLAN (:60) eDiets 84 B YouTube
brand. A respected strategy, but brand overlays rarely build YOUR brand.

With a strong talent performance, call to action, and a well crafted cause-driven statement, Wen comes
8 WEN BY CHAZ DEAN (:60) Guthy-Renker 84 B YouTube
across as a memorable and differentiated brand. A jingle would have boosted creativity.

They DO look comfortable, and so does Hampton Direct, with this solid DRTV spot. DRTV 101 is aced,
9 PAJAMA JEANS (:60) Hampton Direct 83 B- YouTube
but this spot average in establishing credibility. A little creativity may have added a "+" to this effort.

LegalZoom.com shines in production value and talent showcase, but loses serious marks for failing to
10 LEGALZOOM INCORPORATION (:30) LegalZoom.com 81 B- YouTube
present a problem. After all, the legalese of starting a business is no trip to the candy store.


SELECTED DRTV AD RATINGS (2011)
Product Service Non-profit International

Rank Ad Brand Score Grade Description Link

This clever solution to fighting spice cabinet anarchy did a reasonable job of presenting a fundamental
11 SWIVEL STORE (:60) Merchant Media, LLC 80 B- problem. On balance, credibility suffered from production value, creativity, and talent YouTube
performance/directing.

A reasonable amount of actionable information, and means of response get the job done, but for an
12 CLEARSTART CALL CENTRE (:60) ClearStart.org 80 B- YouTube
emotional subject like debt, a testimonial, or some creativity would have made for a stronger connection.

A solid DRTV spot on fundamentals, but limited creativity, and attention paid to the family members who
13 1-800-MEDICARE (:60) Medicare.gov 79 C+ have an eye on Mom and Dad misses an opportunity for means of response through children and other YouTube
family members.

Rhonda Shear is at the head of its class in DRTV fundamentals, with notable offer strength. That said,
14 RHONDA SHEAR FOR AHH BRA (:60) Vereker Inc 78 C+ YouTube
support is average for creativity and key brand building opportunities are missed.

Though this format is admittedly unique, it does not capitalize on all the senses that can be reached in a
15 GIVE LIFE (:60) Red Cross 78 C+ YouTube
DRTV spot. Consistent brand presence and AV presentation detract from this global leader's potential.

St. George shows that they are hungry for your business with a strong offer and call to action. The spot
16 ADVANTAGE HOME LOAN (:60) St. George Bank 77 C+ YouTube
offers limited opportunity for emotional connection.

Justin Beiber buys tons of credibility for Proactive line (he scored an A-). That said, most motivational
17 PROACTIV (:60) Guthy-Renker 76 C YouTube
metrics, including actionable information were pedestrian, and brand building was largely absent.

Talent performance/direction was the biggest roadblock on this baby's road to greatness. The upside
18 YOUR BABY CAN READ II (:60) Your Baby Can, LLC 74 C YouTube
were numerous testimonials, and a strong offer.

Another good cause misses the mark as UNICEF's spot offers distracting production quality, and limited
19 PUT IT RIGHT (:60) Unicef 74 C actionable information. Despite these drawbacks, we see that there is a serious problem, and UNICEF YouTube
presents itself as a credible organization.

Kids, do not attempt this at home. With a call to action like "Want it? Get It!" its clear that any kind of
20 RIP:60 WORKOUT DVD (:60) Rip60.com 54 F YouTube
actionable information was overpowered by talent performance.


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