Issue 33: Using Scientific Research in the Art of Commercial Production

Your Electronic Goldmine-Igniting Worldwide Sales June 2003

in this issue Nobody Knew How Successful The Spot Would Be 6,000 Calls Were Logged in the First Week The Spots Were Pulled For Market Research Amazing Miscalculations in the Product Approach in Selling the Product Dear Reader, Recently, Jeff Meltzer of Meltzer Media and Productions in New York City, NY received two DRTV spots (120 seconds & 60seconds). These two spots were the commercials that had been running previously, and the subject of our recent customer survey. Jeff was given the challenge to improve the spots and therefore the bottom line profits of this project. "The response initially was very good, but flattened out quickly" according to Jeff. "This was a mystery and why did this happen, plus most importantly-how could the spots be modified to correct the fall off in response?" Nobody Knew How Successful The Spot Would Be This is Jeff's story (SEE LINK BELOW-LEARN MORE ABOUT JEFF'S PROFESSIONAL BACKGROUND) of how market research, testing and timing combine to play the most important part in creating success for a DRTV product, and how this applies to our current project- especially one that initially sold very well, and is in a category that has been selling explosively over the past few months. "The product owner knew that his competitor was using DRTV to jumpstart his franchise. He also knew that his product was exactly the same (in formulation) as his competitors. To start, the product owner and the original producer thought the competitors commercial was cheap looking and cliche. It almost seemed like the spot was talking down to the consumer." "Of course, at that point nobody knew how successful the competitor's spot would be otherwise the course of action that was taken probably would have been different for my client" said Jeff. "He decided to aim his commercial toward the buyer using real life testimonials, product shots and a great offer. It seemed at the time to be an excellent approach that usually worked with a product like his." Find out more about Jeff and scripts that sell.... 6,000 Calls Were Logged in the First Week When the spots launched in December 2002 over 6,000 calls were logged in the first week. They thought that they had a huge hit on their hands. Unfortunately for the client, his call center was too small to handle the volume of calls, and many potential orders were dropped, blocked, or lost. That hurt, but the fact that the calls were coming in was a very positive fact. Unfortunately and mysteriously, after changing inbound telemarketing companies the call volume dropped. Timing and being off the air for a period of time seem to negatively impact the performance of his commercials.     Read More About Scripts that Sell!... » The Spots Were Pulled For Market Research At first it seemed that this drop off was due to the time of the year? But there is a competitive product selling extremely well, and the frequency of that product's presence was growing in the media marketplace? How could this be, was the client in the right place at the right time at the beginning of the year, and that is extent of his luck? The client's spots ran until the Iraqi war broke out, and resumed just after it ended. The call volume declined dramatically! What happened? The spots were pulled for market research.     Issue 31: Creating a Commercial That Fits Your Customer's Problems/Solutions/Profiles » Amazing Miscalculations in the Product Approach in Selling the Product "The client used an independent market research company (Klondike Marketing, Inc.) to do outbound calls to people who called and ordered, and to those that didn't. The client used his people to do the same." "We also conducted a street survey (outside office buildings in New York). The questions that were asked on the phone (i.e. why did or didn't you buy? What is your main reason for buying a product like this?, etc.) revealed some amazing miscalculations in the product owners approach to selling his product" stated Jeff. Next Week: Putting it all together........   Our Story » Quick Links... Find out more about Jeff and scripts that sell.... Issue 31: Creating a Commercial That Fits Your Customer's Problems/Solutions/Profiles More About Us Read More About Scripts that Sell!... Last Week's Newsletter

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