It’s no secret that bringing in new customers is especially challenging in this current economic environment. But we at Marketsmith have never shied away from a challenge. And, we have found a powerful prospecting channel that has blown the door out for catalogers. DRTV, direct response television.
Paul Fredrick sells contemporary classic men’s clothing directly through catalogs and online. The company had made a foray into DRTV which did not perform well for them. But they were intrigued by the medium and willing to take another chance. Marketsmith revitalized the 2 minute spot, created a compelling offer, and through meticulous, in-depth performance analysis developed a media plan that works to bring in new customers at a 16+% cost savings over catalog prospecting, in the most recent three months.
Acacia is in the fitness marketplace, which has been a strong contender in DRTV. We showed Acacia how it could capitalize on its Exhale videos brand through short form :60 and :120 spots. A strong offer was presented through a convincing creative. Again we tested media to determine the best times, days, and stations, and created a plan which allowed Acacia to take advantage of the “fitness season” and generate hundreds of new customers.
DRTV, direct response television, lets merchants connect instantaneously with potential customers. While customers may need to see an infomercial five or more times before they buy, the overwhelming majority of DRTV sales come in during or immediately after viewing the ad. Additionally, there is a powerful multiplier effect – for every DRTV sale, there can be 20 or more sales at retail or through other channels.
Marketsmith has created DRTV specific algorithms and processes that allow us to identify media that will deliver the highest response rates for a wide range of products. We have been so successful working in this space, we have three new clients with DRTV programs on the drawing board for September. Each one has a unique value proposition for a common product/need which can be communicated through captivating creative and an offer which demands attention. We are looking forward to launching campaigns for a household product restorative, a unique allergy OTC remedy, and a simple, yet truly effective product to keep dirt off your floors.
In this difficult market environment, marketers have to look for ways to grab consumer interest with an immediacy and persuasiveness that compels response at the moment. Only the largest and most well established companies can afford to adopt brand building strategies that do not directly result in sales.
Call us today to find out if DRTV will allow you to improve your sales and grow your buyer base when competitors are struggling to hold onto their customers.
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