Electronic Retailer - September 2012 - 61

BY PETER KOEPPEL

Use This Secret to Adapt to a Challenging DRTV Media Year
CHANNEL CROSSING: DRTV
While four th quarter is challenging enough for DRTV advertisers who desire clearance, this year’s election cycle and the billions being spent on political ads will heighten this competition like never before. The situation makes it particularly daunting for spot advertisers trying to direct sell products to gain access to the airwaves, because they rely on longer lengths, such as two-minute commercials, to communicate their value proposition. These longer spots will be especially tough to clear with a glut of campaign ads eating up 30- and 60-second inventory. However, there is an alternative tactic one can employ to greatly increase their chances of clearance and still have a profound impact on the bottom line: lead generation. Perhaps the most profound advantage of DRTV lead generation advertising is that it can accomplish its objectives using much shorter lengths that include 60 seconds, 30 seconds, even 15 and 10 seconds. The reason is that lead generation campaigns do not carry the burden of having to try and close a sale, so the time to build a lengthy offer build is not required. Instead, the goal is to get a consumer to raise his hand to obtain more information either by telephoning or going online. Although certain categories, such as financial services, lend themselves well to this web-based lead generation proposition (e.g., attaining a competitive insurance quote), it can also be used for As Seen On TV-type products. For example, one child’s pillow product had so many different SKUs that compelling consumers to call in did not make sense. Instead, the marketer pointed buyers to its website where the full spectrum of available pillows could be showcased, something that could simply not be accomplished in a short-form spot with any practicality. Furthermore, with more and more direct sales and lead acquisition being consummated on the web nowadays, using a lead generation spot to drive consumers to a website is simply reinforcing behavior they are already engaged in: • According to Nielsen, 75 percent of consumers go online for product information. • Nielsen also reports that approximately 40 percent of consumers who own tablets or smartphones are using them while watching TV. • A Deloitte study reports that some 79 percent of consumers with tablets or smartphones have used them for shopping. If a marketer’s website is properly optimized, they gain several advantages that include: • Reduced acquisition costs; • The ability to open up a direct channel, with better margins, versus having to sell at a discount at retail; • The opportunity to create a continuous consumer feedback loop that identifies objections, frequently asked questions, price resistance, the appeal of different offers, and the like. But using a lead-based commercial to drive to the web is not the only option. For products or services aimed at the senior market, consumers may still prefer to call a toll-free number. Under this scenario, an offer of an information packet can create a classic two-step process, whereby the marketer sends out the package and then uses outbound telemarketing to try and close the sale. Again, because such offers can be communicated with economy, the focus of the creative in the commercial can be on the consumer benefit without going into tremendous detail. As a result, the marketer can use shorter lengths that cost less and have a better chance of clearing in a tight marketplace. It is far easier to match a 30- or 60-second DRTV commercial with general or political advertisers in commercial pods that last two to three minutes. In certain targeted situations, 15-second lead generation ads can even be used. For example, during stock market hours, an offer of free, relevant information to an investor watching CNBC might be effective. These 15-second messages can also be bookended in a commercial pod, creating a 30-second message. Certain syndicated shows that are highly rated, but that DRTV advertisers could not typically afford, might also be an option with their 10-second promotional ads. The message obviously has to be rapid fire, but, again, if it is the right offer with a clear benefit, it affords another option. By combining succinct and compelling messaging with shrewd media planning and buying, marketers can leverage lead generation to overcome the challenges amid the political season’s spending and triumph with the vote that matters most: the consumer’s decision to say, “Yes!” Peter Koeppel is president of Koeppel Direct, a fullservice media buying agency based in Dallas. He can be reached at 972-732-6110 or online at www. koeppeldirect.com or twitter.com/DRTVBUYER. 61

September 2012 | electronicRETAILER



Electronic Retailer - September 2012

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

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Letter from the Chairman
From the Executive’s Desk
All Aboard the D2C Train
Delivering Happiness
What Retailers Really Want
The Customer is Always Right
nuvoH2O Brings Home a Healthier, Cleaner Water Solution via DR
Guest Viewpoint
DRTV
Payment Processing
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - September 2012 - cover1
Electronic Retailer - September 2012 - cover2
Electronic Retailer - September 2012 - 3
Electronic Retailer - September 2012 - 4
Electronic Retailer - September 2012 - 5
Electronic Retailer - September 2012 - 6
Electronic Retailer - September 2012 - Calendar of Events
Electronic Retailer - September 2012 - Your Association, Your Bottom Line
Electronic Retailer - September 2012 - 9
Electronic Retailer - September 2012 - Industry Reports
Electronic Retailer - September 2012 - 11
Electronic Retailer - September 2012 - 12
Electronic Retailer - September 2012 - 13
Electronic Retailer - September 2012 - 14
Electronic Retailer - September 2012 - 15
Electronic Retailer - September 2012 - 16
Electronic Retailer - September 2012 - 17
Electronic Retailer - September 2012 - 18
Electronic Retailer - September 2012 - FTC Forum
Electronic Retailer - September 2012 - eMarketer Research
Electronic Retailer - September 2012 - 21
Electronic Retailer - September 2012 - IMS Retail Rankings
Electronic Retailer - September 2012 - 23
Electronic Retailer - September 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - September 2012 - 25
Electronic Retailer - September 2012 - Letter from the Chairman
Electronic Retailer - September 2012 - 27
Electronic Retailer - September 2012 - 28
Electronic Retailer - September 2012 - From the Executive’s Desk
Electronic Retailer - September 2012 - All Aboard the D2C Train
Electronic Retailer - September 2012 - 31
Electronic Retailer - September 2012 - 32
Electronic Retailer - September 2012 - 33
Electronic Retailer - September 2012 - 34
Electronic Retailer - September 2012 - 35
Electronic Retailer - September 2012 - Delivering Happiness
Electronic Retailer - September 2012 - 37
Electronic Retailer - September 2012 - 38
Electronic Retailer - September 2012 - 39
Electronic Retailer - September 2012 - 40
Electronic Retailer - September 2012 - 41
Electronic Retailer - September 2012 - What Retailers Really Want
Electronic Retailer - September 2012 - 43
Electronic Retailer - September 2012 - 44
Electronic Retailer - September 2012 - 45
Electronic Retailer - September 2012 - 46
Electronic Retailer - September 2012 - 47
Electronic Retailer - September 2012 - The Customer is Always Right
Electronic Retailer - September 2012 - 49
Electronic Retailer - September 2012 - 50
Electronic Retailer - September 2012 - 51
Electronic Retailer - September 2012 - 52
Electronic Retailer - September 2012 - nuvoH2O Brings Home a Healthier, Cleaner Water Solution via DR
Electronic Retailer - September 2012 - 54
Electronic Retailer - September 2012 - 55
Electronic Retailer - September 2012 - 56
Electronic Retailer - September 2012 - Guest Viewpoint
Electronic Retailer - September 2012 - 58
Electronic Retailer - September 2012 - 59
Electronic Retailer - September 2012 - 60
Electronic Retailer - September 2012 - DRTV
Electronic Retailer - September 2012 - Payment Processing
Electronic Retailer - September 2012 - 63
Electronic Retailer - September 2012 - Legal
Electronic Retailer - September 2012 - 65
Electronic Retailer - September 2012 - Advertiser Spotlight
Electronic Retailer - September 2012 - Advertiser Index
Electronic Retailer - September 2012 - Classifieds
Electronic Retailer - September 2012 - 69
Electronic Retailer - September 2012 - Rick Petry
Electronic Retailer - September 2012 - cover3
Electronic Retailer - September 2012 - cover4
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