Like Lotto… You Can’t Win, If You Don’t Play. How To Win The DRTV Lottery!

The U.S. market for infomercial products is hovering around $250 billion, give or take a billion, which is larger than the entire U.S. network and cable industry combined. Proactiv generates $1.7 billion a year with several more raking in tens if not hundreds of millions a year.  

Did you know that despite the internet, people still spend an average of 35 hours in front of the TV per week? You may even remember that iconic Thighmaster ad was the start of effective direct response television marketing.

DRTV is still as applicable today as it was last century, but instead of directing viewers to a store product or another channel, it will direct viewers to your website or Amazon. Traditionally, DRTV would be effective for short spots for health, beauty, self-improvement, business, or products or generating leads for services.

Today you have savvier audiences that are harder to convert. While long form infomercials are better for products that are more expensive, or more complicated to use, it’s a lot simpler to sell less expensive products with short form commercials. But even though both methods can be effective, it’s important to learn how to effectively use this tool for success.

DRTV spots are designed to capture the interest of potential buyers. They can turn a viewer into an impulse buyer on lower-priced products and generate leads on higher-priced products. They usually have ROI (Return on Investment) tracking. This means that there is a system in place that accurately tracks and measures the response from potential consumers. This is packaged up and provided to you at the end of the campaign. And finally, they always contain a call-to-action, usually at the end.

Complement the DRTV with search and email marketing, as well as social media. This should either be a search or an email element. Don’t leave the viewer wondering how to find your product or service online. If your online info is prominently displayed, they’ll be tempted to grab their tablet or smart device and conduct that internet search right away.

Don’t discredit long form DRTV advertising. If you have a tech product then you’ll have more time to tell your story and show your product in action. You can answer common questions within your infomercial. You can also include testimonials from happy shoppers, and back up any scientific claims.

This type of advertising is also beneficial for products you’re reintroducing to the market. It will serve as a reminder for people. You can also use it to generate leads on more expensive products that people don’t normally jump online and just buy.

DRTV can also serve as research for people. People like to check on a variety of sites before they make a purchase over $50. They’ll check the reviews and prices on Yelp, Amazon, Angie’s List, eBay, and more. DRTV can replace that avenue. It’s like giving the customer all the information they need and saving them time.

It can be difficult figuring out what type of campaign will be most effective. Often a media test may initially be done to test the market. Feedback will be collected, and then the campaign can be tweaked and produced.

One of the most valuable tools that can be garnered from DRTV is to own the database of customers, a huge value which you do not have in a traditional retail environment. 

If you’re interested in how DRTV marketing can increase the sales of your products or services, then I invite you to message me today!