Definition: A marketing effort that encourages the target audience to respond
directly to the advertiser: through the telephone, a business reply
card, a coupon and so on
Although there are many different types of media you can use
when it comes to direct response advertising, the most well-known
venue is television--commercials with a toll-free number that you
can call immediately to buy the product. These can be normal
60-second commercials or their longer counterparts, half-hour-long
infomercials.
Direct response television works well for inventors and other
entrepreneurs who can't get retail shelf space or whose unknown
products would languish on the shelves. But direct response TV
advertising isn't right for everyone. Before you jump in, make sure
you can answer yes to these three vital questions about your
product:
1. Can its benefits be demonstrated? Think about the
kinds of products you see in direct response spots--such as a
hair-braiding tool, a unique children's paint kit or a
"revolutionary" car finish. They lend themselves to effective
visual presentation.
2. Does it have mass appeal? When you select a time slot
and channel--and therefore audience demographic--there should be a
high probability that the majority of the audience can use your
product. Whether you're buying time on cable systems or individual
stations, you can save money by purchasing "broad rotators," which
means your spots may run anytime during entire dayparts, not just
within specific, higher-rated shows.
3. Is it unique or novel? It's best if your product is
novel enough that there's little competition for it on the retail
level. In fact, once a product is widely available in retail
stores, direct response TV spots stop working. Most entrepreneurs
advertise on television to create impressions in the marketplace
that pave the way for future retail sales.
For successful direct response spots, follow these important
guidelines:
- Create 60-second spots. While 30-second spots are the
norm for most TV advertising, their primary function is lead
generation. The 60-second spot is the preferred length for selling
products.
- Have a visible call to action. It's advisable to have
your toll-free number, and possibly your website, onscreen for a
minimum of 40 seconds. Some advertisers display this information
throughout their spots.
- Use the magic number, $19.95. This is the most
successful price point for direct response TV ads. With only 60
seconds, it can very difficult to create value in the audience's
mind above an impulse--$19.95 to $29.95--price point. For
higher-priced products, 30-minute infomercials or placement on TV
shopping networks work best.