Electronic Retailer - October 2012 - 33

GUEST VIEWPOINT

BY NANCY ARNOLD

DRTV is a Smart Way to Market Traditional Brands

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Traditional direct response television (DRTV) advertising is an underutilized tool for consumer brands. Direct response should not be thought of as limited for use solely by “As Seen On TV” companies or products. Gone are the days of DRTV’s perceived role as a channel for obscure products and services. Tight budgets and higher accountability continue to dictate the current climate with consumer brands moving beyond experimental DRTV campaigns. As a media buyer in this space, marketers come to Diray TV to find solutions, to breathe life into existing products at retail and ultimately move products off the shelf. A brand that seems to think it’s out of options, may find an answer in direct response or a “hybrid” of traditional and DR strategies. Purveyors of traditional advertising will say the advantage lies with brand awareness. But for its perceived lack of refinement, DRTV advertising blends brand building with driving sales, providing one of the most high quality metrics in the marketplace. Brand equity is important but, without measuring it effectively, it can be costly. In some cases, general advertisers spend millions of dollars before knowing whether their campaigns are a success – particularly because audience guarantees don’t equal sales. Direct response removes a lot of the guesswork in identifying what’s successful, avoiding costly losses in the process. The intelligence advertisers can gather utilizing DR in the early stages of a campaign is invaluable. It’s almost as though you have the entire country as your focus group. In addition, buying DR spots makes it easier to switch from targeting the masses to very specific demographics without costly CPMs. Brand awareness comes from understanding which consumers are buying your product, and direct response provides this data quickly and efficiently. We don’t need to prove the success of DR as it’s been seen fairly recently with products such as the Snuggie, Pajama Jeans and the Shake Weight. Why were they successful? The answer can be found in examining the image and function of DR spots. These advertisements have grown into a pop culture phenomenon. They have been parodied, spread like wildfire on social media and joked about on late night television. There is a consumer fascination with what a product promises and a “Why didn’t I think of that?!” factor making them memorable. For consumer brands to leverage this intangible “wild card” factor, it’s another unique way to engage

customers in the hopes of raising sales, revitalizing brands or staying top of mind. Of course, most of this is not by accident. A direct response advertisement gets a lot accomplished in two minutes or less. It sets up a problem, solves it, generates excitement and entertains the viewer. Whether it’s a beauty product or a car repair solution, there is always a solution and a call to action. This may be the biggest difference between general ads and DR spots. General ads accomplish a number of things, but don’t always have something that says “act now.” DRTV ads are built 33

October 2012 | electronicRETAILER



Electronic Retailer - October 2012

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

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
IMS Retail Rankings
Jordan Whitney’s Top Categories
Ask the Expert
From the Executive’s Desk
It’s All About the Numbers
Media Attribution Goes Mobile
Marketing to Teens: Not All Fun and Games
Guest Viewpoint
Guest Viewpoint
DRTV
Teleservices
Fulfillment
Member Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - October 2012 - cover1
Electronic Retailer - October 2012 - cover2
Electronic Retailer - October 2012 - 3
Electronic Retailer - October 2012 - 4
Electronic Retailer - October 2012 - 5
Electronic Retailer - October 2012 - 6
Electronic Retailer - October 2012 - Calendar of Events
Electronic Retailer - October 2012 - Your Association, Your Bottom Line
Electronic Retailer - October 2012 - 9
Electronic Retailer - October 2012 - Industry Reports
Electronic Retailer - October 2012 - 11
Electronic Retailer - October 2012 - FTC Forum
Electronic Retailer - October 2012 - 13
Electronic Retailer - October 2012 - IMS Retail Rankings
Electronic Retailer - October 2012 - 15
Electronic Retailer - October 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - October 2012 - 17
Electronic Retailer - October 2012 - Ask the Expert
Electronic Retailer - October 2012 - From the Executive’s Desk
Electronic Retailer - October 2012 - It’s All About the Numbers
Electronic Retailer - October 2012 - 21
Electronic Retailer - October 2012 - 22
Electronic Retailer - October 2012 - 23
Electronic Retailer - October 2012 - Media Attribution Goes Mobile
Electronic Retailer - October 2012 - 25
Electronic Retailer - October 2012 - 26
Electronic Retailer - October 2012 - 27
Electronic Retailer - October 2012 - Marketing to Teens: Not All Fun and Games
Electronic Retailer - October 2012 - 29
Electronic Retailer - October 2012 - 30
Electronic Retailer - October 2012 - Guest Viewpoint
Electronic Retailer - October 2012 - 32
Electronic Retailer - October 2012 - Guest Viewpoint
Electronic Retailer - October 2012 - 34
Electronic Retailer - October 2012 - 35
Electronic Retailer - October 2012 - 36
Electronic Retailer - October 2012 - DRTV
Electronic Retailer - October 2012 - Teleservices
Electronic Retailer - October 2012 - Fulfillment
Electronic Retailer - October 2012 - Member Spotlight
Electronic Retailer - October 2012 - 41
Electronic Retailer - October 2012 - 42
Electronic Retailer - October 2012 - Advertiser Index
Electronic Retailer - October 2012 - Classifieds
Electronic Retailer - October 2012 - 45
Electronic Retailer - October 2012 - Rick Petry
Electronic Retailer - October 2012 - cover3
Electronic Retailer - October 2012 - cover4
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