DRTV, Inserts, Space: Which Products Make Sense?

The first concern to address when prospecting via direct response TV, space ads or inserts, is strategy. Consider two potential approaches:

1. A lead-generating, two-step approach casting a wide net for prospective buyers; or

2. A narrow focus to acquiring buyers by selling “off the page.”

The easier and more universal strategy is the lead-generating approach — getting catalog requests or visits to your Web site. However, only a small proportion of the inquiries that see your catalog or Web site will get to step two and place an order.