Electronic Retailer - August 2011 - 42

MaRKetiNG FOR tV iS JUSt tHe BeGiNNiNG

that creating ads for one channel does not mean that ad will translate successfully into another channel. For instance, a commercial shot for 30 seconds or 28 minutes on television would not necessarily be the same video that a company would want to run virally on the web. Therefore, additional footage may need to be shot during television production with other channels in mind. Ed Crain, president and CEO of Kingstar Media, a DRTV marketing and production agency, agrees with his colleagues that the production of a DRTV spot or infomercial also means thinking about integrating that commercial into social marketing. “When we do a fitness show now, we often send out Flip cameras to people so they can make their own video and tell their own story,” Crain says. Then these videos go viral on YouTube or other social media sites. Kingstar finds that the raw video done on the small camera is often honest and funny and can be integrated into an

actual television spot or used on a social networking website such as Facebook. Another important step in building a campaign is deciding if there will be a print component. If so, a still photographer would need to be on the television production set to shoot separate images. Again, these are decisions a marketing agency and client must discuss when initially building a campaign to save costs down the line. Levy often recommends to her clients that they build microsites to specifically support a television campaign. Just sending customers to a large website can be overwhelming for potential buyers, but a microsite can be easier to navigate. For some clients, Levy has taken ads from television and expanded them into webisodes for microsites, turning 60 seconds into two- to three-and-a-halfminute long stories. These microsites and other web-supported channels often need to be up and running anywhere between two and six months before a

campaign is even launched on television. Hawthorne Direct makes sure to bring its creative, media, digital and operations team leaders together from the outset of a campaign. That way, as the campaign develops, all departments are on the same page and everyone can adhere to the designated campaign strategy outlined in the strategic creative brief. “By creating synergy throughout the campaign development phase, you make sure that the ultimate campaign response is going to be greater than the sum of the individual parts,” Hawthorne says.

Facing the Challenges

One of the challenges of launching a multichannel campaign is having all of the channels and pieces ready to go at the same time. “Your TV ad can’t go on without your microsite being ready and your radio to support it,” Levy says. “The timing has to be right and the support in place and ready to go.” According to Hawthorne, one of the challenges for direct marketers is using multiple vendors – one for TV, another for radio and yet another for digital. If you use multiple vendors, you run the risk of varying creative executions and discord in the message. “Discrepancies in tonality, offers, product positioning, look and feel need to be avoided,” he says. “So your campaign has a seamless, integrated look and feel to it. You never know through which channel you will touch the consumer and through which channel they will become a customer, so thorough integration is a requirement. “ Hall agrees that a single message can be tough, but it is mandatory. “It can be a challenge to ‘herd the cats,’ gain agreement on a singular focus and executive effectively across the channels,” he says. “However, the pain associated with getting agreement with the singular message can result in exponential gains – on the bottom line of performance.” Crain says that one of today’s challenges is figuring out where a consumer is going to make a purchase. After seeing a television commercial, will the purchase be made the next day online while the

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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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