Electronic Retailer - November 2011 - cover3

NINE RULES FOR DRTV SUCCESS
Since 1967, Lockard & Wechsler has been planning, buying and analyzing direct-response campaigns 6 W t f for major corporations and fast-growing startups alike. In that time, we’ve established nine proven a f t methods to make DRTV make money – no matter what product you’re selling, no matter what medium R d you’re using. When every minute matters, these are the rules for success. n f

1 Make empirical, not emotional, decisions. And base them on cold, hard facts. f 2 Numbers lie. But they do have to be handled by experts so they give up their secrets and are everything. They don’t a

3 Programshands, results canthe aﬁrst time, everynot enough to resuscitate should work time. In the right always be improved, but 4 FrequencyRisVthe beneﬁthelp you run a successful campaign fosuccess. of success, not the key to An expert DRT agency will f f r all it’s
worth and advise you not to throw more money to the dogs. a program that’s dead on arrival.

provide meaningful direction. f

5 Never forceknowing what theucycles arebeatgoing with the ﬂow. anything. Yo can’t Y a down cycle. The key is in and 6 Don’t wasteagency will be able to identify them and pounce on your behalf. time. Opportunities are ﬂeeting. A great media f f 7 DRTV is with the winners. Cut your losers will leadAlwaytotake advantage of all a science. The discipline you success. Run hard ruthlessly. as
the analytical tools and expertise available to you. a

8 Teststoffearly and and media from wait forbeginning. There’stoalways room for improvement. T Te often. Don’t a campaign weaken. T ffer, creative r f the very a f 9 The Internet adds efﬁthe Internet as a singleVchannel. to The Internet. T Treat DRTV and f ciencies to DRTV, and DRT adds scale R V R
T To give your campaign its greatest chance for success, come to an agency that knows the rules for success. f f W With Lockard & Wechsler, you’ll beneﬁt from decades of DR experience including short-form and longW r f tf f form TV, radio, direct mail, FSIs and print. Your media will be V Y placed by senior people with the experience and the long-term relationships necessary to get the best deals. And, your business will grow with an agency who actually believes in direct response ads like this, rather than one that reverts to awareness ads to promote itself. a f

For additional information call Dick Wechsler now at f W (914) 250-0250 or visit www.LWDirect.com

Irvington, NY

Media Buying • Creative • DRTV • Infomercials • Print • Radio • Hispanic DRTV

Electronic Retailer - November 2011

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