HOW DRTV CAN WORK FOR YOU / WHITE PAPERS
Triple Sales With Direct Response Online Video (DROV)
An InfoWorx Research Analysis
EXECUTIVE SUMMARY
Every advertiser using Infomercials or Direct Response Television to market their product should seriously consider the measurably significant added value of incorporating Direct Response Online Video (DROV) to their website. Adding a compelling video sales presentation to a website attracts and empowers consumers with the option to view your high impact presentation and recent results have shown that DROV may actually triple sales while it adds an extra 50% to the amount of the initial order.
Direct Response Online Video Multiplies DRTV Impact
For those consumers who see the DRTV spot or infomercial and choose to go to the website rather than call in on the 800-number, DROV reinforces the message and can even expand on it with additional demonstrations, testimonials, and information.
This emerging DROV option also expands the reach and frequency of the television campaign and significantly multiply total impressions in a way that is very cost effective and profitable.
Unrestricted Time Formats Add Maximum Persuasion
There are no time restrictions on the internet. You can take as long or as short a time as you need to tell your story and sell your product. Remember David Ogilvy's wisdom, "the more you tell, the more you sell". On the internet, you can add additional sales messages and persuasive elements without the restriction of having to fit into a :30, :60, or 2-minute block.
Data Tracking Enables Quick, Positive Reactions to Improve Response
Direct Response Advertising enabled commercial advertisers to finally get a definite, statistically measurable way to measure the success of its campaign. The internet allows even greater and more precise tracking than DRTV. This information is priceless because it gives the advertiser the ability to quickly assess what is and what is not working, and quickly make the revisions that will move response in a positive direction.
KEY OBSERVATIONS
1. Direct Response Online Video (DROV) Integrates Well With DRTV Campaign.
It is no longer an either/or option. Using info-commercials and Direct Response Television Spots to market a product should always be simultaneously enhanced by including DROV on the website. The messages should be constructed to be similar to avoid confusion, and often they can be exactly the same. If there is no specific video produced for the internet, simply embedding the television spot can generate the enormous benefits that adding video brings to a website.
2. Flexible Presentation Time Maximizes Sales Impact
In the InfoWorx experience, there are always additional testimonials, demonstrations, and compelling statements that can improve sales and persuade consumers to buy, but they fail to make the television effort because of the rigid time units dictated by the networks. DROV has no time restriction and therefore, allows you to tell your whole story and make it totally compelling without having to cut for time. Additional testimonials, extra demonstrations, and extra vital information are often the ingredients that move a consumer from simply interested to an active buyer.
3. DROV Multiplies Impressions Beyond TV Reach and Frequency
On television, expanding your number of impressions and improving your reach and frequency can become a costly exercise. The value of DROV is that it not only improves reach and frequency, it vastly multiplies the number of impressions. In many cases, it has been shown to more than double the number of impressions and for a mere fraction of what it would cost to duplicate that impact on television.
4. Data Intensive Feedback Allows For Fast, Positive Adjustments
Infomercials and Direct Response Television Commercials offer huge benefits to advertisers because they are so easy to track and measure. In a matter of days, sometimes less, it can be clear whether a campaign will be a hit or will need some revision.
The internet offers the same measurable tracking possibilities as DRTV, and often, it can result in even more valuable detailed data. The beauty of this is that an advertiser can track, react, adjust, and repost quickly so that the evolution to find the most compelling and successful message can be even shorter than by using a Direct Response Television Effort.
CONCLUSION
The internet is continuing to change the way we advertise, and is offering us new ways to multiply the impact of our traditional campaigns. Integrating both a Direct Response Television Campaign and Direct Response Online Video offers advertisers a profitable synergy from the power of television and the internet. Advertising campaigns should no longer be viewed as either a single television campaign or an isolated internet campaign. To achieve true success in the direct response industry, any advertiser using infomercials or Direct Response Television spots should automatically incorporate Direct Response Online Video into their website. It has been shown that the results from this integration can double impressions, triple sales, and increase the value of each sale by 50%.
ABOUT INFOWORX
InfoWorx is a full service TV infomercial and direct response media agency that offers turnkey InfoMarketing campaign management solutions that include every aspect of a DRTV campaign including TV commercial creation and production, telemarketing, online TV and video marketing, call centers, media buying and placement services, fulfillment, home shopping networks, and expansion into international and domestic retail markets. With over 16 years of experience in the Direct Response TV (DRTV) industry, InfoWorx has produced and marketed many award winning TV media campaigns. InfoWorx success stories include major corporations and products like the iRobot Roomba, Rubbermaid, Swiss Colony, and Wamsutta. It has also scored with hit campaigns for entrepreneurs like Lean Bean Coffee, Infinity Razor, and Invent-Tech. InfoWorx President, Ron Perlstein, has extensive knowledge in every facet of the infomercial world.
|
