DRTV Media Creative Requirements, Part 4
Continuing my series on the best ways to acquire new customers using DRTV, this week I highlight the importance of working with the right DRTV agency to maximize results.
So, you’ve decided to take the DRTV plunge. You’ve done your homework on your product, have the right margins and know how to set up your operation to handle TV-driven traffic. Great! But …
Proceed with caution. Although those waters contain a ton of buried treasure that can be yours, they also contain sharks, poisonous jellyfish and electric eels. Just follow the principles.
For those of you who think you can script your own spots or infomercials, I have three words for you: Hold on there! It’s not just about, “if you order right now …” or “but wait, there’s more.” Just like direct mail copy should be left to the pros, so should TV scripts.
Find yourself an integrated DRTV agency that understands your product, your category and has demonstrated the ability to make things work for companies like yours. Then get out of the way!
Years ago, after I had just left a DRTV-focused company and was going out on my own, one of the first clients I worked with was a diet company looking to create an infomercial for a new product it created. Having worked a few years earlier for a company that had a hugely successful diet product DRTV campaign, I came into our initial planning meeting with the formula for making diet products work on TV.
Long story short, the owner of the company impatiently listened to our pitch on what works, and then said the five words that always spell disaster: “Let’s think outside the box!” He pitched us on why the infomercial should be about him. He was the leader, a pioneer in the diet and wellness industry. “My name will sell product,” he declared.
You can guess what happened next. (I think I burned my only copy of the final creative.) In retrospect, I should have walked after the initial meeting. But I was anxious to get my new company off the ground.
Lesson learned. I now know when to pack it in, which I’ve done a few more times in my career.
So again, find a hot DRTV agency. Give it your company’s background and the product info/benefits, then let it fly. Also, look for a company that integrates media planning and buying, multimedia metrics, Internet creative, and a few other things I’ll discuss next week.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert or you can post a comment here or e-mail him at email@example.com.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.