Direct Response Advertising

Essential Direct Response Advertising Elements.

Creating successful advertising for both offline or online campaigns depends on more than just great creative. Even if your ad is boring and ugly, it still might outperform a high-budget, more clever ad that is not relevant to the target audience. For better results, use direct marketing best practices proven to increase performance such as:

• Target the right audience with message and ad placement
• State the product benefits
• Don't be afraid to SELL
• Present an irresistible offer, discount or incentive
• Include a call to action
• Tell them how to get your product or service NOW
• Build in analytics to track results

Two most important elements of Direct Response Broadcast.

• The offer
• The media buy

Maximize response with a strong, well-presented offer. Supplement that with a well-negotiated media buy. Track each spot aired and determine which day-part and offer generate the best response. Modify the buy as needed to maintain your overall cost-per-inquiry or cost-per-sale objective. Renegotiate your media buy or change the offer if the campaign fails to meet your goal.

Test before you leap into broadcast media.

Before you begin a new advertising campaign via radio or television, implement a short test and analyze the results before committing your entire budget. Launch your test in smaller markets or use more cost-efficient stations in larger markets. Never launch your campaign by buying and running on the highest rated stations during the most expensive day-parts. Analyze the results and adjust the media or offer as needed and move forward with another test to validate your adjustments. Only then should you proceed to rollout with your campaign.

Include DRTV as a marketing communications channel.

If you want to reach a broad target audience that will self-select, Direct Response TV should be a part of your marketing strategy. Choose national cable and/or local spot TV based on target audience demographics. Select longer or shorter spots (two minutes or less) based on your offer sales price. Consider your overall budget in determining your media selection and develop a test plan before committing to your budget.