Electronic Retailer - June 2012 - 32

DRTV’S NEW BEST PRACTICES

department in house or hire a production or marketing company that has its own social media staff, Plotkin says to ask about social media at the planning stages of a campaign. “Go into meetings and talk about social media in the same conversations where you discuss unique selling proposition, media, production, call center and fulfillment,” he says. “If you’re going with a partner, ask the questions: How do you handle social media? What is your plan? Social media is not an afterthought or an add-on. It’s a building block of what builds a successful campaign.” On the creative end, overshoot more than you normally would so that you have content for YouTube. LaunchDRTV took extra footage and home videos and edited them into success stories that are featured on TapouT’s YouTube Channel. Plotkin says in one month’s time, with little to no additional costs, the videos can

“Go into meetings and talk about social media in the same conversations where you discuss unique selling proposition, media, production, call center and fulfillment. If you’re going with a partner, ask the questions: How do you handle social media? What is your plan? Social media is not an afterthought or an add-on. It’s a building block of what builds a successful campaign.”
– Drew Plotkin, creative director of LaunchDRTV

earn upward of 100,000 views, which can lead directly to sales. Although, he says social media has many more uses than just a revenue generator. He says it can also be used to generate buzz, provide customer service and serve as a retention tool and focus group.

“We regularly see people who ask questions on Facebook, and the page quickly becomes customer service site where our users jump in and answer questions,” says Plotkin. “From a retention standpoint, if after three or four days someone goes online and say he wants to stop, our customers will come in and give support. Three weeks later that guy comes back and has stuck with the product. He then tells his story to the next guy, and on and on.” Plotkin forecasts that in a few years, the question “Are you on social media?” is going to be comparable to marketers who today ask, “Do you have a unique URL?” Anyone who answers “no” could risk being left behind.

Go Back to Basics
Of course, online and social media will go a long way toward boosting a DRTV campaign, but they won’t turn a product or service into a success that doesn’t already have the fundamentals in place. Among those are good creative, the right partners and data to back up key media buying decisions. “No media campaign will work if the creative isn’t effective,” says Wechsler. “DR creative has to be clear, concise and effective, and it can never get in the way of the offer. Product or service has to be the star of the show. And, I’ll say it again, never shortchange the call to action.”
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Electronic Retailer - June 2012

Table of Contents for the Digital Edition of Electronic Retailer - June 2012

Calendar of Events
Your Association,Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney's Top Categories
Ask the Expert
From the Executive's Desk
Thinking Outside the Box
DRTV's New Best Practices
It's Time to Think Differently About Payment Processing
Guest Viewpoint
Guest Viewpoint
DRTV
U.S. Hispanic
Member Spotlight
Advertiser Spotlight
Advertiser Index
Bulletin Board
Classifieds
Rick Petry
Electronic Retailer - June 2012 - cover1
Electronic Retailer - June 2012 - cover2
Electronic Retailer - June 2012 - 3
Electronic Retailer - June 2012 - 4
Electronic Retailer - June 2012 - 5
Electronic Retailer - June 2012 - 6
Electronic Retailer - June 2012 - Calendar of Events
Electronic Retailer - June 2012 - Your Association,Your Bottom Line
Electronic Retailer - June 2012 - 9
Electronic Retailer - June 2012 - Industry Reports
Electronic Retailer - June 2012 - 11
Electronic Retailer - June 2012 - 12
Electronic Retailer - June 2012 - FTC Forum
Electronic Retailer - June 2012 - eMarketer Research
Electronic Retailer - June 2012 - 15
Electronic Retailer - June 2012 - IMS Retail Rankings
Electronic Retailer - June 2012 - 17
Electronic Retailer - June 2012 - Jordan Whitney's Top Categories
Electronic Retailer - June 2012 - 19
Electronic Retailer - June 2012 - Ask the Expert
Electronic Retailer - June 2012 - 21
Electronic Retailer - June 2012 - 22
Electronic Retailer - June 2012 - From the Executive's Desk
Electronic Retailer - June 2012 - Thinking Outside the Box
Electronic Retailer - June 2012 - 25
Electronic Retailer - June 2012 - 26
Electronic Retailer - June 2012 - 27
Electronic Retailer - June 2012 - 28
Electronic Retailer - June 2012 - 29
Electronic Retailer - June 2012 - DRTV's New Best Practices
Electronic Retailer - June 2012 - 31
Electronic Retailer - June 2012 - 32
Electronic Retailer - June 2012 - 33
Electronic Retailer - June 2012 - It's Time to Think Differently About Payment Processing
Electronic Retailer - June 2012 - 35
Electronic Retailer - June 2012 - 36
Electronic Retailer - June 2012 - 37
Electronic Retailer - June 2012 - 38
Electronic Retailer - June 2012 - Guest Viewpoint
Electronic Retailer - June 2012 - 40
Electronic Retailer - June 2012 - Guest Viewpoint
Electronic Retailer - June 2012 - 42
Electronic Retailer - June 2012 - 43
Electronic Retailer - June 2012 - 44
Electronic Retailer - June 2012 - DRTV
Electronic Retailer - June 2012 - U.S. Hispanic
Electronic Retailer - June 2012 - 47
Electronic Retailer - June 2012 - Member Spotlight
Electronic Retailer - June 2012 - 49
Electronic Retailer - June 2012 - Advertiser Spotlight
Electronic Retailer - June 2012 - Bulletin Board
Electronic Retailer - June 2012 - Classifieds
Electronic Retailer - June 2012 - 53
Electronic Retailer - June 2012 - Rick Petry
Electronic Retailer - June 2012 - cover3
Electronic Retailer - June 2012 - cover4
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