Direct response television (DRTV) is the most effective strategy for product advertising. It creates a connection between the product presentation in the form of TV commercials and the audience. This strategy can elicit an immediate response from consumers, which mainly enables them to buy products or subscribe to services directly from the company. It is not a surprise why many of the world’s largest companies utilize DRTV as their primary marketing strategy.
Sales-Driven Techniques for Direct Response TV Advertisers
Here are three guide questions that will help advertisers drive sales straight to their funnel:
What is the ideal time length of Direct Response TV ads?
Direct response TV ads have two different formats: short-form and long-form.
Short-form DRTV advertisements are the typical commercials people watch in between TV shows, which usually last for as fast as 15 seconds up to a maximum of 60 seconds. In some cases, advertisers would opt for 120-second commercials.
“Mid-form” or mini infomercials are the new kid on the block and there are currently over 60 national cable networks that will sell air time in 3-min, 4-min and 5-min increments.
“Long form” infomercials run 28:30.
How long should I run a Direct Response TV Ad?
Advertisers should run a DRTV ad only for as long as it’s generating the projected sales.
The typical shelf life of a well-produced DRTV spot is 6-8 months but some ads have stayed on the air for years without fatigue setting in.
Calling off a DRTV advertising campaign is a tough decision that requires knowledge about market movements. Pulling it out a little too early might lose advertisers a potentially large amount of sales. Alternatively, running the ads beyond the ideal period might throw away a considerable investment.
The easiest trick is to observe the rate of sales increase from the beginning of the campaign. If the sales are going on a downtrend for a week or two, it would be the best time to call off the campaign.
What is an example of an infomercial-worthy product?
An infomercial-worthy product should at least have these three qualities: (1) the right price, (2) belongs to a saleable niche, and (3) provides a solution to a common problem.
- Infomercial products must fit the affordability of the targeted audience. Otherwise, the DRTV investment might end up a lost cause.
- DRTV audience groups have their preferences on a product. Infomercials are generally known for featuring home products, like kitchenware, tools, appliances, skincare and weight loss remedies.
- The strongest advantage of infomercials is that it can describe all of the product’s benefits and highlight the solution that is supposed to relieve consumers from a pain point they’re currently experiencing.
Is Direct Response Marketing Effective In Driving Sales?
Startups and established companies can position their product or service with a powerful advertising campaign. Advertisers can take advantage of the DRTV formats that will make the product stand out. And of course, the whole strategy can be successful by knowing just how long the DRTV ad should run until it has driven the targeted sales for the marketing investment.
DRTV advertising has measurable selling techniques that allow advertisers to strategize according to media buying trends. It might be considered an ancient marketing strategy, but it’s also proven to be the most effective medium that can drive sales and generate an immediate and high ROI.
Know more about how direct response TV advertising and marketing can perform sales-driven strategies with the right product or service. Visit TVA Media Group to get a free product evaluation!
