Telly Biz

(Television aesthetics) Is Short Form DRTV the Right Advertising Method?

By Jamie Hanson

 When you have a product that you believe is truly revolutionary you may have crossed the first hurdle. However, have you considered how you will market it to the masses? How will everyone learn about your product so that they can buy it? Many inventors are good at developing new products but they aren’t sure how to proceed with the marketing of their product and/or services. One option that may have come to mind is a short form DRTV infomercial. This is a wonderful marketing method for many products however for some it is not a realistic method. In order to make a realistic decision you must determine whether your product is really a product that appeals to the masses. The following considerations should be evaluated and answered honestly before deciding to advertise via this method.

Target Market

Before answering any other question you will want to determine who your target market is. Is your customer base huge or is it a small niche? Short form DRTV is affordable as far as television advertising goes, but it’s not affordable just for the sake of advertising. The way short form DRTV becomes an affordable marketing method is by reaching hundreds of thousands of potential customers simultaneously. Of course, there are exceptions to every rule but in the vast majority of cases the target market will need to be the masses rather than small niches. Before choosing to use short form DRTV you will want to forecast the investment and potential return on investment to make sure this is the right decision for your product.

Plan

It’s important to have a plan before you can choose short form DRTV for your product. That includes a complete plan that evaluates what you want to sell, how you will get customers to buy the product, as well as other offers or products you may offer to your customers. A complete plan will help you evaluate whether short form DRTV is the right marketing vehicle for your product.

Costs

While short form DRTV may market your product to the masses it is important to determine if you have enough money to pay for the marketing campaign, airtime, producer, and other expenses until money starts coming in from sales. It’s expensive and you will need enough money to cover the entire process. If you don’t have what you anticipate you will need consider taking out a business loan or finding some investors.

These are just a few things you will want to consider before choosing to use short form DRTV to advertise your products and services.

Short form DRTV advertisers have relied on A. Eicoff & Co. for their DRTV needs since 1959.

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Short Form DRTV Details

By Jamie Hanson

 Short form DRTV (direct response television) has been around since the 1980s and it has really caught on as a great way for companies to generate leads for their products, increase demands, and close sales. However, despite the fact that short form DRTV appears to be very easy from a viewer’s standpoint because the commercials are about two minutes long they actually take a great deal of money, planning, and time to pull off successfully. The following are a few of the details about short form DRTV that you should keep in mind.

Length

There are two different lengths of direct response television. One is long form, which is on average 28 minutes long. The other is short form DRTV and it is on average about two minutes in length. While that seems like it might be easier it is actually very difficult to provide enough information, demonstration, and a call to action in such a short period of time. Marketers should keep in mind the length of time of their short form DRTV commercial.

Price of Product

The price of the product is also important because if it is a very expensive product more than likely it will need to be advertised through long form DRTV. However, products that are affordable and can be demonstrated quickly are best to advertise via short form DRTV because it is more cost effective.

Requirements

There are some requirements that must be followed for a product to be advertised via direct response television. Short form DRTV infomercials must include a method for consumers to respond directly to the company. Most of the time this is done with an 800 number; however websites and email addresses are becoming more popular methods.

Market and Niche

Before advertising a product via short form DRTV it is important to determine the market you are advertising to and the niche your product fits into. This is incredibly important because it will impact what day and time your infomercial airs as well as the company you get to manage your DRTV campaign.

All of these considerations are very important for any company considering short form DRTV as a method of advertising their products and/or services.

Short form DRTV advertisers have relied on A. Eicoff & Co. for their DRTV needs since 1959.

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Wednesday, September 30th, 2009 at 9:45 pm and is filed under television. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.