in
this issue
Featured
Article-Anchor One and Anchor Two
The entire marketing structure of DRTV is organized around this
anchor idea-"creating a commercial that can pay for itself,
and continue to drive national exposure."
All other secondary forms of distribution-print, catalog,
radio, retail, credit-card stuffers, talk shows, public-
relations, internet sales, e-mail marketing, direct mail,
etc.are first driven by DRTV. As long as those ads are running
all of these secondary areas are maximized to their full
potential.
This is the second most important anchor idea-"as long
as the DRTV ads are running all of the other secondary areas are
maximized."
The art of maximizing sales or profits through a successful
DRTV campaign is placing offers and triggering advertisements on
the right media-at the right time-employing the right offer. A
marketer could have a wildly successful DRTV project, yet lose
millions in revenue, if they do not understand how and when to
trigger print, retail, internet sales, and all other areas of
secondary distribution.
Issue
7: Power of Direct Response Selling
Quick
Links...
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Dear Reader,
DRTV today is weighted more as an advertising vehicle
or a way to get your offer product message out into the
market, rather than a direct path to riches. Marketers
want their advertising to pay for itself ( if you aren't
netting profit at least the ads are paying for
themselves). Naturally marketers have adopted a whole
new view of DRTV. Their considerations of print, radio,
direct mail, retail, etc. have taken a new importance.
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The
Media Roll-out: Anchor's AWAY!
The third most important anchor-"the media roll-out
is the road-map showing the how and when all secondary
distributions should be triggered and managed."
The media placement and it's results create a
perfectly clear picture. A direct marketer can use this
reliable tool to manage the how and when of maximizing
secondary profit centers. He must understand the
dynamic-alive-and now nature of a media roll-out, even
if his media buyer doesn't.
Many media buyers see themselves as media
negotiators, strategists, and managers within the media
world. They do not see themselves as marketing
strategists, however the media roll-out is a powerful
tool they could use to manage an entire process, well
beyond just the media.
Issue
15: Media-The Deadly Warrior »
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Media Roll-out: The Test
We must understand the media roll-out (which is the
current phase our case study). What is it, how it
operates, and finally how to use its wonderful knowledge
for marketing and maximizing profits. First, the obvious
and most exciting moment of a media roll- out are the
results from the initial test. The test usually takes
the form of $15,000 to $20,000 spent on a variety of
stations, times, and areas of the country to sample the
selling power of the spot or half-hour infomercial.
The test will target airtimes that should yield
profitable results, because your TV viewers are your
potential buyers as well. The media buyer is primarily
interested in buyers, not viewers . So if we have 1000
people watching a program, and 35% of them should be
buyers-that is more attractive than 10,000 people
watching, and 2% of those viewers should be buyers.
A media roll-out is predicated on a successful media
test. Success means the cost of selling the product on
TV is less than the revenue produced from the sales of
that product. There are fine points as to how success
can be measured using this definition, but this is the
most basic.
Issue
25 Part 3: Media & Precision Bombing »
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