True vs. False DRTV ? What's that all about ??

True DRTV and Infomercial Marketing depends on your DRTV media buying agency . The media agency works to get their clients the best cost / sale and not the lowest cost / viewer . While complimenting your brand, a TRUE drtv campaign is all about ROI and calculating this by measuring the responses you get.

What this means:
a) Plan your campaign
b) Measure your spend
c) Calculate the responses based on your spend
d) Track which channels give you the best responses for the lowest media spend

Phases of Infomercial Production

Infomercial production entails many phases. These phases include some of the following:

1) Creative development and brainstorming process
2) Research your demographic and who fits as a customer
3) Write a script and outline the story you want to convey
4) Cast the characters and develop a group of testimonials
5) Filming the actual tape
6) Refine the video to complete the infomercial

Media Buying for DRTV

There are several steps to a successful DRTV campaign. One of the most important steps is media buying. DRTV media buying refers to the strategic planning, negotiation and buying of television time. Once the buy is placed and the media airs all the results are traceable and can be optimized in real-time. Every airing is tracked by networks and daypart and is evaluated on a cost per leads/order basis. If results are found to vary from the client’s campaign goals, revisions to the schedule can be made mid-stream. A media buyer will be able to revise the schedule based upon 1^st week results to bring the CPL/CPO to the goal level.

Direct Response media costs about 60% less than traditional advertising and is a great benefit for small time entrepreneurial companies as well as fortune 100s. The cost for each airing vary in price depending on the market it will air in (local cable), if it will be a national airing, or if it is a national/local split (where the commercial will run nationally, but will be covered up in some of the larger markets). The daypart also impacts the cost since prices will be higher for prime time airings (7p-8p) due to a higher viewership, than overnight (2a-5a). Costs also greatly vary between long form and short form placements.

Taking the costs into account, a media buyer’s goal is to provide a media schedule that maximizes the amount of people who see or hear the advertisement within the target market. Experienced media buyers are able to achieve these goals by maintaining relationships with the networks and negotiating with them for advantageous time slots and additional bonus placements.

Find out more about media buying for DRTV.

DRTV used by Obama campaign

Chances are you have heard or seen the words 'Yes We Can"

The Obama campaign used drtv / infomercials to reach out to the American people to get their message out in an effective manner.

We would like to give kudos to the drtv media buying company that helped the Obama team. They put together an amazing media plan that took advantage of all the available media outlets:

- drtv / infomercials
- TEXT messaging
- internet marketing
- word of mouth marketing
- in-person meetings with the general public

The most talked about item was probably the infomercials that were broadcast across all types of channels. The production and messaging were perfect and really helped camp Obama get a leg up on the team McCain