To DRTV or Not to DRTV?
The solution is driving viewers to a unique microsite or landing page specifically designed to complete the transaction process. It should be response-based and not littered with the peripheral information that inundates corporate websites. It also should be creatively analogous to the commercial. In other words, it should feature images from the commercial, possibly video of the host of the commercial, and look and feel similar to the program. The donation form also should be on the landing page itself.
The second step is to layer in other mediums that play off the same creative as the DRTV and drive to the same unique landing page. This could be radio, direct mail or online banner ads. Needless to say, these creative components need to reflect the high emotional content of the DRTV commercial.
Select experienced partners
DRTV is a unique discipline, and you will benefit from choosing an agency, media company, call center and fulfillment partner who are experienced, brutally honest (you will thank them later) and committed to your success.
Launching a DRTV campaign is a significant investment. A long-form (30-minute or 60-minute) program can cost anywhere from $250,000 to $400,000 to produce. Short-form, while considerably less, can run between $150,000 and $250,000.
A successful DRTV campaign takes commitment to both the advertising budget and the ability to recognize that success comes through customer lifetime value. In order to allow your campaign to build steam, you ideally would invest upward of $50,000 per week in DRTV media during the initial two- to four-week test phase. Once the successful test phase has concluded, weekly spending will be determined by the amount of core media you can efficiently run plus an additional 15 percent to 25 percent per week for ongoing testing.