1 “DRTV’s Multiple Personalities” Lead Generation Andrew Gordon President Direct Impact Group 617.964.4141 [email protected]D.R.T.V. Lead Generation Mission: To get qualified consumers, with a problem that (insert product or service here ) can solve, to raise their hands and say “tell me more.”
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D.R.T.V. Lead Generation · • “Call or click to find out how you can get your free ( ).” • “Call or click for more information on ( ).” D.R.T.V. Lead Generation Practical
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To get qualified consumers, with a problem that (insert product or service here) can solve, to raise their hands and say “tell me more.”
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D.R.T.V. Lead Generation
Ad Characteristics:
• Ads are presented with no price points.
The call to action is presented one of two ways:
• “Call or click to find out how you can get your free ( ).”
• “Call or click for more information on ( ).”
D.R.T.V. Lead Generation
Practical Applications:
• Generating a prospect database for one two one communication.• Generating prospects for big ticket products or services.• Generating prospects for complex products or services.• Generating prospects for a field sales force.• Generating attendees for a seminar or showcase.• Generating sales leads for a channel partner.
D.R.T.V. Lead GenerationKey Benefits:
• Increase in responses - 50% to 500% increase in call volume than in a comparable price-advertised offer
• Media Flexibility - Media outlets are more willing to do performance based buys with lead generation campaigns than other types of DRTV.
• Backend Flexibility - Test price point sensitivity without re-cutting your commercial.
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D.R.T.V. Lead Generation
Typical Product or Service Characteristics:
• More complex in nature• More expensive than the marketer cares to mention• An additional exchange of information needed between
prospect and marketer• Requires consumer trial to make purchase decision• Requires a decision from both spouses to close sale
D.R.T.V. Lead Generation
A Lead Generation Program Typically Involves Two Steps:
• Step 1: Generate inquiry.• Step 2: Provide requested information.
Why A Two Step Program?
• It’s easier to generate leads than to sell products or services.
• You don’t have to persuade anybody to open their wallet.
• You build a database of prospects for future follow-up.
D.R.T.V. Lead Generation
The Type of Product or Service You Are Marketing Will Dictate the Commercial Length:
• :30 – When your product or service is clearly understood and you are making an easy to understand offer
• :60, :90, :120 – When your message is complex
• :28:30 (Infomercial) – If your product or service requires an in-depth explanation
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D.R.T.V. Lead GenerationFour Key Creative Elements:
• Approach is informational and personal• Strong key benefit-focal point of ad• Compelling soft offer• Clear call to action
Three Types of Media Buys:
• Cash Buys• Remnant Buys• Per Inquiry Buys
D.R.T.V. Lead Generation
Telemarketing: A Critical Success Factor:
• Requirement – A call center that can handle dramatic spikes in call volume
D.R.T.V. Lead GenerationCritical Factors to Improve Response:
• Offer a powerful solution to the prospects problem• Give a compelling reason to respond
Critical Factors to Improve Conversion:
• Offer attractiveness • Ease of process• Speedy follow-up
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D.R.T.V. Lead GenerationLessons to Live By:
• The most important question to ask is: “How much can I afford to spend to generate a qualified lead?”
• Stick with a single response objective.
MAKE THE PHONE RING!
• Treat your fulfillment materials as part of the campaign process.
D.R.T.V. Lead Generation
Lessons to Live By:
• Too many leads generated can be just as bad as too few.
• What happens after you generate a lead is as important as generating the lead itself.
D.R.T.V. Lead Generation
Getting Started:
• Align:Lead Generation Campaign Goals and Objectives
toBusiness Goals and Objectives
• Take a serious look at the numbers!• Make sure your goals are realistic and quantifiable!
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UCC Total Home
• B to C private membership catalogue showroom
• In the business of selling memberships
• Direct marketing tactics used to generate sales leads
Outbound telemarketing (in house)Direct mail (homeowner lists)Trade Shows (home shows)
A Case Study
National Do Not Call Registry forces a paradigm shift in the business model.
A Case Study
• New Marketing Strategy
Re-brand UCC total home to DirectBuy
Abandon intrusive outbound telemarketing in favor of DRTV
• New Direct Marketing Tactics
Use turn key long form and short form DRTV to generate leads
Use third party telecenter to capture leads.
A Case Study
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A Case StudyResults…
DRTV transforms business
A national brand is built from scratch using DRTV
More qualified leads are generated with less hassle
Business can focus on selling instead of lead generation and selling
By communicating a better value proposition through DRTV, the business is able to increase the price of memberships
Andrew GordonAndrew Gordon is the founder and President of Direct Impact Group, a strategic direct marketing firm.
He has over 25 years of direct marketing experience.
Andrew is nationally recognized for his ability to use direct response messages and media to move his clients to leadership positions in their categories and, in many cases, to create category killers.
He is also the architect Direct Power Branding,™ a powerful communication process combining the perception-shaping, relationship-driven power of brand advertising with the persuasive pulling power of direct marketing.
He is also serving as Co-Chair of the DMA’s Broadcast Council program committee and is also a member of the DMA Directo Council. Andrew also serves as the ERA Television and Radio Councils.
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DMA 06 DRTV Post Conference Intensive
DRTV Vending Machine -How To Pick The Right Vendors
Wednesday, October 18, 20063:00 – 4:00 p.m.
Your PanelistsModerator: Danette Dickerman
Director of Media, Nautilus, Inc.Panelists: Joan Renfrow
President, Onyx ProductionsRich ContinoVP Media Account Managementhawthorne direct incScott SwansonVP New Business DevelopmentInPulse Response GroupShane BradfordExecutive Director of Sales,TransFirst ePayment Services Steven J. EdelsteinChief Marketing Officer, Backchannelmedia, Inc.
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Today’s Discussion• Brief Overview of DRTV
• Discussion of vendors needed to successfully implement DRTV
• Targeted discussion on each specialized discipline
– DRTV Agency– Creative and Production– Media Buying and Management– Telemarketing– Merchant Processing– Fulfillment
• Q & A
DRTV Wheel
DRTV
• DRTV is a specialized segment of the advertising discipline, and requires vendors that specialize in the various aspects
Production ExecutionConsiderations:• It is critical for the production company to have
expertise in your type of product or brand• DRTV producer-driven, not director-driven• Execution of the script • Budget• Producer• Director• Demonstrations & product shots• Testimonials
PRICE is not always the driving factor in choosing a production company. Less is not always the way.
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Choosing A Vendor – Creative• Research• Ask for samples of work; not necessarily expertise in a single
category vs. broad range of categories• Get samples of work; discuss the differences in how the work was
achieved.• Ask for references - the process of creating a script and an offer• Agency writer without DRTV experience vs. writer with DRTV
experience• Does the writer easily accept changes to his/her script and leave
his/her ego at the door?• Production company doling creative - Single writer/owner shows
look alike vs. Multiple writers with expertise in your product category
Choosing a Vendor – Production• Check references• Do they deliver on time & on budget?• See samples; discuss at length the process of
interviewing & recording testimonials• It may be a different director• Build a team – producer, director, lighting
director/director of photography/cameraman, editor, scripting, etc. (sets you up for a smooth post-production process)
• Experience• Value• Reliability• Problem solving abilities
Continuity – Increase revenue, while enhancing retention
Membership/Club Activity – Strengthen value proposition to customer base, while promoting “loyalty” and building customer profiles and relationships
Multi-Pay and Single Pay Integration – Insuring that all financial information is administrated properly and all information is reported in a timely manner