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NEWSLETTER
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Volume 22, 2003
Here it is folks!
The new InfoWorx newsletter you had as much a hand in writing as we did. So our thanks to all of you who responded to our invitation to tell us what you wanted in the way of content. And please keep your comments coming. We promise to address every one of your requests in the months ahead.
Multichannel Marketing and DRTV
Direct Response television produces the greatest results when it serves as the hub of a multichannel marketing wheel. The idea is to give consumers every opportunity possible to purchase your product. However, it takes the power of television to open the door. After all, television is ultimately the most powerful medium in the history of communications. It can make any product a household name. And television's dramatic impact on the consuming public is what opens up every other marketing channel. Home shopping success, retail distribution and catalog sales all depend on a strong television presence. The important thing to keep in mind is that it does not really matter where the customer ultimately buys the product. What's important is to give every potential customer every opportunity to purchase your product.
In addition to expanding your points of customer contact, multichannel marketing also has a powerful synergistic effect on your total sales volume. Each venue reinforces the other and produces a greater total impact than any single channel effort can hope to achieve. A shopper visiting a retail store will be reminded of the product they saw on TV and if the impulse to buy was created by TV, the shopper is provided another opportunity to express that impulse and make the purchase in the store.
Critical to multichannel success, however, is feature and benefit consistency. Link all your sales efforts with the same core promise. If your message never waivers, and your product has consumer appeal, sooner or later the sale will be made. Whether it's made at the end of your long form infomercial or on-line, what do you care? As long as you moved product your multichannel marketing dollars were well spent.
Definition of the Day:
Selling Cycle: Infomercials generally break down into three sections, each of which is a selling cycle that puts forth the same basic selling information, only packaged differently each time around. What never varies are the core elements, and in strict order. These elements are: features, benefits, credibility, substantiation, guarantee, offer, and call to action.
Tip of the Day:
Powerful testimonials make for successful infomercials. You need real people expressing real emotion. So don't go for the gorgeous model types. Use people who look like they came off the street and let them pour their hearts out.
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