Lights, Camera, Action: 7 Steps to Silver-screen Success
6. Test. Test the creative, incentives you use, price points, the stations you run the spot on, the time of day, etc.
7. Create a micro site. Make sure the site and commercial are integrated, with an image of the same host from the DRTV spot and similar creative on the micro site. “If they are in the donating mode, you want to walk them down the path to conclude that,” French says, not just send them to your organization’s home page, where there is less of a singular focus on the message from your DRTV spot.
Ian French can be reached via www.nldrtv.com