Electronic Retailer - October 2012 - 34

DR spots have already started to evolve in the mainstream and be taken more seriously as a legitimate strategy.
around consumer engagement, and in a changing world filled with platforms vying for attention, consumer brands can take advantage of this formula. response. It’s this qualification that is key. Brands can then benefit from lower advertising costs. To determine where DR could fit in an overall strategy, take an inventory of potential products or brands and outline goals. It doesn’t have to be for new product launches. It’s proven successful in reviving a stagnant portfolio, driving consumer attention to specific brand/product initiatives (i.e., reward and membership services), supporting sales at retail, or taking a flat product and transforming it into a recognizable consumer brand. For example, Diray was approached by an arts and crafts company with a flat product. This particular product had retail placement in a large chain; however, sales were underperforming. Diray implemented a media buy strategy with the goals of driving awareness and creating stronger brand recognition. Upon implementation, sales went up in the first week and, over the course of the campaign, sales rose by 500 percent and ultimately expanded retail placement. This was the company’s first experience with using DR for a brand. An important point here is the advantage of a second chance. If a product has failed with general advertising, it might be worth creating a DR campaign to revive it before it’s declared “dead in the water.” Of course, keep in mind that having a superior creative and production process is just as important in DR as it is with general advertisements. Because it has a short amount of time to convey a lot of messaging, clear, compelling communication coupled with great execution will lead to success. In all advertising, poor execution and creative leads to forgettable spots. Most cheesy commercials are an example of poor execution and are not necessarily synonymous with all direct response. Done properly, direct response advertising can prove very valuable for brands. It is cost-efficient, with a lower entry barrier than traditional advertising and can serve as a launching pad or a way to reinvigorate poorly performing products. It isn’t a “second rate” option, but rather, a smart way to build your business without draining your cash flow. The key is having a well-produced spot, with the right messaging. For general brands yet to realize the power of DRTV ads, there is huge potential for brand awareness and sales growth working with a media buying agency that will create an efficient budget and test to identify the best conditions for success while keeping company goals top of mind. Nancy Arnold is executive vice president and director of media at DirayTV.
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Incorporating DR
DR spots have already started to evolve in the mainstream and be taken more seriously as a legitimate strategy. DRTV advertisements from Cars.com, Monster.com and eTrade have been featured in the marquee SuperBowl ad lineup. Brands including Bud Light and Old Navy have taken the formula and employed it satirically. A clever and entertaining approach, it doesn’t take full advantage of the benefits on DR – including tracking. A better option is a hybrid commercial, which has the look and feel of a general advertisement, but qualifies as direct

electronicRETAILER | October 2012

3/21/11 3:21:20 PM

Electronic Retailer - October 2012

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