Electronic Retailer - August 2011 - 41

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by JACQUELINE RENFRoW accumulate assets that the client is going to be able to multipurpose through many vehicles, depending on the demographics,” she says. Before any footage is even shot, Seavey and the client discuss if the messages will be in English only or in other languages, if there will be a direct mail or print piece and if there is a need for additional footage for online.

Almost all marketers agree that in order for a direct response product to be successful in today’s market it needs to be marketed via multiple channels. At the least, a client launching a product needs to make it available via television, digital and retail channels. Mobile, print, direct mail, radio and telemarketing are options that will further enhance sales and improve upon the message relayed in that critical television spot or infomercial. “It just makes marketing sense to optimize your television exposure by leveraging it with consumer contact at numerous media touch points,” says Tim Hawthorne, chairman and executive creative director of Hawthorne Direct, a full-service DR agency specializing in the integration of digital marketing with short- and long-form DRTV. But a multichannel campaign is not always how marketers have approached bringing a product into market. In fact, according to Ava Seavey, owner of Avalanche Creative Services, Inc., a fullservice ROI advertising and production company, shooting a television commercial was the extent of many campaigns just five years ago. “Now I approach every job as if I’m shooting a commercial, and then we’re going to

Choosing a Campaign’s Channels

Although some marketers are finding they still have to recommend running a campaign on numerous platforms, most clients come into an agency with multichannel aspirations. “I think it’s smart, as a producer, to talk to your clients about multichannel,” says Dena Levy, founder and CEO of Two-D Productions, a full service production company. “You can’t be on TV without the web and social media.” Seavey says some of her clients have backgrounds and expertise in creating campaigns, so they develop the message and decide on the channels. Other entrepreneurs need a little bit more guidance. But she says every client, from large corporations to one-man shops, is asking about the web, social marketing and mobile. The days of running a campaign on a single platform are over.

Ideally, deciding which channels will work best for a campaign is a joint effort between client and agency. And each channel must be judged on its singular merits, yet with the overall picture in mind. According to Jim Hall, vice president of creative solutions at Hawthorne Direct, each channel should then be judged by the following credentials: “Past performance with the brand/ product; past performance within the brand’s segment; and how it might dramatically execute the overall strategy from a creative perspective.” Overall, most marketers still agree that television is the main platform that launches the other direct response marketing channels. “It’s the platform that pushes retail, and it gets you onto the web,” Levy says. “Even though we have DVRs to run through commercials, I still hear people talking about specific commercials or products. People are still watching. It may be less or different, but they are watching.” But that doesn’t downplay the importance of the internet, especially as people start moving away from ordering on the phone and become more interested in purchasing and researching products online. Levy says most people don’t buy right away after seeing a commercial on television. They need more information, so that’s when you extend that commercial on a flash page or a microsite with text and video. According to Tony Kerry, senior vice president and CMO at Script to Screen, a production company for long-form media, the infomercial is the channel that drives all other channels of distribution, including television shopping networks and brick-and-mortar retail. But again, the agency always thinks about the big picture: “We go into a production understanding that we’re going to use this content for web purposes,” Kerry says.

Building a Campaign

Once the appropriate campaign channels are established, an agency must decide on how to build promotional pieces for each of these chosen spaces. One thing clients must keep in mind is
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Electronic Retailer - August 2011

Table of Contents for the Digital Edition of Electronic Retailer - August 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
Electronic Retailer - August 2011 - Outsert02
Electronic Retailer - August 2011 - Outsert03
Electronic Retailer - August 2011 - Outsert04
Electronic Retailer - August 2011 - Outsert05
Electronic Retailer - August 2011 - Outsert06
Electronic Retailer - August 2011 - Outsert07
Electronic Retailer - August 2011 - Outsert08
Electronic Retailer - August 2011 - Outsert09
Electronic Retailer - August 2011 - Outsert10
Electronic Retailer - August 2011 - Outsert11
Electronic Retailer - August 2011 - Outsert12
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