Posts Tagged ‘DRTV Best Practices’
DRTV Agencies Will Thrive via Innovation and Collaboration
Wednesday, August 24th, 2011
MediaPost recently reported on a survey conducted by The Horn Group that indicates a shrinking of agency rosters is likely to happen over the next five years. The survey polled 265 CMOs about their perceptions on client agency relationships, and how they see these partnerships evolving in the future.
The results highlight the fact that client marketing departments are both time and budget challenged. And to succeed, agencies will need to deliver savings in both of these areas via better collaboration and by proactive innovation. But the key here is specialization.
When multiple agencies work together on a client project, they need to function as a cohesive unit, and this can only happen if roles are defined. When an agency enters such a relationship with its eyes on taking away business from the other partners, true collaboration cannot occur. Energy and resources are diverted to other interests, and barriers start to go up between vendors.
Challenges in collaboration prevent innovation. Agencies will not properly share new ideas if they are looking to grab business from a partner, or if they fear the loss of their intellectual capital investments.
At Eicoff, we have thrived on multi-agency accounts because we know who we are, and we understand that transparency and collaboration will lead to success for both agency and client. As the short-form DRTV specialist, our role is defined. But we also realize that our impact on other marketing initiatives – and the impact of these other efforts on our campaigns – can become a gray area and cloud accurate measurement of overall performance if we aren’t open. It is incumbent on both the client lead and participating agencies work together during planning, execution, and reporting to ensure success.
And when it becomes clear how each piece works together, it becomes easier for each party to introduce new ideas. And it becomes easier to push the client, and each other, to try new things.
While the statistics in this article may indicate fewer bites at a shrinking pie, they should provide peace of mind for agencies that are comfortable in their role. Whether it is DRTV, search, outdoor, or even print, specialty agencies that remain disciplined and collaborative should continue to thrive in an uncertain marketing environment.
The MediaPost article “CMOs Using Less Agencies, More Collaboration” can be found at http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=155486&nid=129678
Rob Schmidt is an Account Supervisor at A. Eicoff & Co., one of North America’s largest DRTV agencies.
DRTV Can Serve as Virtual Pop-up Store This Holiday Season
Wednesday, July 27th, 2011
Traditional retailers know that in order to succeed, they need to locate their stores in targeted high-traffic areas. And many marketers rely on this distribution to drive sales. But imagine being able to quickly and easily change these locations based on your products’ sales volume and seasonality. It sounds too good to be true. But there is a way to ride the wave of high-traffic visibility without the cost and restrictions of brick-and-mortar retail: DRTV.
To put this in better context, consider the increasing popularity of pop-up stores. Many retailers have embraced the pop-up store during the holidays as a way to add flexibility and expand reach in order to take advantage of seasonality. The concept here is to offer a selection of popular products in smaller stores located in high-traffic shopping areas. These additional locations will also increase visibility for a retailer, and create a residual lift for their permanent retail locations and e-commerce platform. DRTV can have a similar impact. But it isn’t limited to traditional retailers.
E-commerce Opens Doors; DRTV Makes the Sale
As a marketer, if you have an e-commerce platform, you have a virtual store. Like most brick and mortar stores, it is a fixed location and relies on consumers to find it. Most e-commerce marketers rely on brand advertising support to create a buzz and drive high-volume traffic. Other than that, traffic is driven in lower quantities via targeted digital tactics like search and display advertising. But in most cases, none of these tactics are actually selling any product. For e-commerce, a DRTV commercial (:60 or :120) can serve as a virtual pop-up store, presenting your products for sale to a mass audience in the targeted high-traffic environment of television.
In a pop-up store, you can learn more about the specific products, and there are sales people on hand to convert the sale. A DRTV commercial can do these same things as an extension of your web site. And in the process, generate accountable revenue. But unlike a retail location, with DRTV you don’t have the commitment of a lease. Sure, the cost of creative production can be seen as a fixed cost similar to the cost to build-out, stock, and set-up a temporary retail location. But the media is flexible and accountable, so it can be optimized based on performance. And that is a big advantage.
It’s Time to Consider DRTV in Holiday 2011 Planning
It is easy for traditional marketers to overlook DRTV, because they are not familiar with its ability to deliver across several objectives: awareness, education, direct sales, and retail support. And prior to the development of their e-commerce platforms, most marketers didn’t have a way to efficiently fulfill sales directly to the consumer. But it is now time to take another look.
If you have the means to sell product directly to consumers, then DRTV is your virtual pop-up store. It is a two-pronged tactic that can increase retail sales and generate direct sales that will, at the very least, help fund your marketing costs. And if successful, it will produce an entirely new revenue stream. Given this potential up-side, don’t be surprised to see new DRTV campaigns unwrapped this coming holiday season.
Rob Schmidt is an Account Supervisor at A. Eicoff & Co., one of North America’s largest DRTV agencies.
What Can DRTV Strategists Take From the “Whitey” Bulger Arrest?
Tuesday, July 12th, 2011
In an ending to a story that doesn’t do justice (no pun intended) to Jack Nicholson’s performance in The Departed, James “Whitey” Bulger was brought down last month by, according to reports, a woman in Iceland who saw this ad on a CNN news story:
Now, what can we as DRTV marketing strategists learn from this? First, avoid being fingered for 19 murders and becoming a despised government turncoat. Oh, wait, this is a marketing blog.
Shotgun Media, Rifle Shot Creative Message
Blame “Whitey” for the firearm analogy — nevertheless it is appropriate.
Several years ago, Eicoff was approached by a company called Liberty Medical that was in the diabetic testing supply business — this was pre-Wilford Brimley. The company explained to us that TV had shown limited success for them and that their target market was Adults 65+, who are insulin dependent, and on Medicare. Unless callers answer yes to all three questions, they are not a worthwhile lead. While I would like to tell you that we all had a vision and jumped on board, the reality was that we were a bit skeptical that TV would be the right strategy.
We developed a very straightforward DRTV spot that was extremely direct – a strong opening that called out the target, “If you are 65….”, supers calling out the benefits of Liberty Medical, and actors the target demo could relate to.
Long story short — the strategy was a huge success, eventually leading us to introduce Wilford Brimley as their spokesperson.
The lesson — while TV is a shotgun medium, a laser-focused commercial can help pinpoint hard-to reach audiences.
Al Eicoff told me many times that DRTV could be an effective way to sell an airplane. I used to laugh to humor him, but then I started to think “you really wouldn’t have to sell many ….” Boeing hasn’t returned my call yet.
PR of a Campaign Can Be as Impactful as the Campaign Itself
According to the FBI, their commercial targeting Whitey’s girlfriend was scheduled to start airing in 14 markets on June 21. Interesting to note that Santa Monica/LA where Whitey was found, was not one of the scheduled markets. It appears the tip came in the night of June 21 from a woman in Iceland who saw the ad featured on a news story on CNN — she apparently had visited LA recently and recognized the wanted couple.
So, after working 16 years and spending God knows how much money trying to find Whitey, the FBI turns to our bastion of marketing and closes the sale in less than 24 hours. Better yet, the PR piece airing on CNN cost them nothing! (Note to DRTV media buyers: I don’t know whether or not they were able to cancel the rest of the schedule — you’ll have to find that out on your own).
I think it goes without saying that you can never publicize your marketing campaigns enough. One more reason it’s critical to integrate your DRTV strategy into your overall marketing strategy.
As far as I know, there is no truth to the rumor that the Charlie Sheen Foundation is working on a campaign to locate the whereabouts of his career. Will keep you posted.
Bill McCabe is EVP/COO at A. Eicoff & Co., one of North America’s largest DRTV agencies.
Survey Suggests Need for DRTV
Friday, April 8th, 2011
Deloitte’s recent “State of the Media Democracy” survey provides compelling data that suggests DRTV should be playing a larger role in marketers’ media mix. The most glaring statistic is that 86% of Americans state that TV advertising still has the most impact on their buying decision. And this sentiment is relatively consistent across generational segments.
But what makes DRTV even more appealing is that nearly three-quarters of American consumers are multitasking while watching TV. This includes surfing the internet, talking on cell phones, and texting. It is now easier than ever for consumers of any demographic to respond to DRTV offers because there are more options through which to generate response. Instead of relying on an 800 number and call center, DRTV advertisers can drive response via the Internet, text messaging, and mobile sites. And with the rapid growth and usage of social media, DRTV also has the opportunity to initiate viral conversations. This presents several new opportunities with which to leverage DRTV’s ability to extend communications, add accountability, and ultimately increase sales.
Challengers for consumer attention come and go, but TV continues to be the leading medium that people rely on for entertainment, information, and now even conversation.
The following is an excerpt from the original article:
TV Advertising Most Influential
According to Deloitte’s fifth edition “State of the Media Democracy” survey, 71% of Americans still rate watching TV on any device among their favorite media activities. In addition, 86% of Americans stated that TV advertising still has the most impact on their buying decisions.
The survey indicates that the Internet, mobile and social media channels are enhancing the overall television viewer experience, driving people to watch first-run programs and live events during their initial broadcast. And, nearly three-quarters of American consumers are multitasking while watching TV. 42% are online, 29% are talking on cellphones or mobile devices, and 26% are sending instant messages or text messages. 61% of U.S. consumers now maintain a social networking site, where constant streams of updates and discussion forums have made delaying awareness of live TV outcomes a near impossibility.
Phil Asmundson, Vice Chairman Deloitte LLP, points out that “… by embracing the Internet as a platform that encourages audiences to participate in discussions about their favorite programs, television is maintaining its hold on the American public… ”
According to this year’s survey, 33% of American households now own a smartphone, up from 11% only three years ago, and 40% of U.S. consumers that do not own a smartphone are likely to purchase one in the near future. This marked rise in smartphone penetration in the U.S. market is rapidly changing consumer behavior with 56% of smartphone and laptop owners stating that they used their smartphones as a replacement for their laptop while away from home, jumping significantly from 41% in only three months.
For more information and to read the full article, please visit Deloitte.com
Rob Schmidt is an Account Supervisor at A. Eicoff & Co., one of North America’s largest DRTV agencies.
DRTV in Asia
Friday, March 11th, 2011
For those of us that have been involved in DRTV overseas, we know that DRTV’s growth is coming like a freight train, particularly in Asia.
The following release gives you some insight into DRTV’s role in CIGNA’s business strategy in Thailand.
CIGNA Insurance Announces 2011’s Key Business Strategies
and Launches New DRTV to sell “1 Care 2” Policy Plan
Posted by on March 3, 2011
Bangkok–3 Mar–CIGNA Insurance
Management, and Direct-to-Consumers Channels integration. The Company sets to launch new Direct Response TV Commercial to offer “1 Care 2” policy aiming to tap the family generation for the 2 consecutive year. CIGNA Thailand targets Y2011 Sales from all channels to exceed THB 1.5 Billion.
Mr. Gary Wayne Denson, Chief Executive Officer & Country Manager, CIGNA Insurance Public Company Limited, an expert in affinity-based telemarketing and direct distribution business specializing in Personal Accident and Health insurance products in Thailand said that the Company has again been successful in its sales mission which has grown over 300% during Y2008-2010, owing to its continued successful implementation of the first three-year strategic road map since Y2008. To continue its success in Y2011, the Company focuses its key strategies on 3 initiatives which are:
1) Affinity Business Partnerships: to increase the numbers of major Business Partners (BPs) and to expand a horizontal penetration within existing BPs. The Company aims to bring the Insurance more closer to Thai people through various marketing campaigns with BPs such as the campaign that CIGNA has partnered with GSM advance to offer Personal Accidental Insurance for GSM advance customers free of charge for 3 months.
“Our core business model is based on the affinity partnerships. Therefore, the growth of our business partner numbers is very important to the growth of our business. We’re proud to say that our business partner numbers have tripled over the last 3 years, most of which are the country’s leading financial institutions, plus major companies in the telecom, retail, automotive, and IT sectors” Mr. Denson added.
2.) Customer Value Management (CVM) which is the unique strength of CIGNA around the globe that is used to help CIGNA’s Business Partners to drive effectiveness through targeting relevant and meaningful offers to their customer segments — and where CIGNA’s products meet a buying need. Over time, CIGNA is migrating to a model where its approach integrates the customer, product and channel dynamics. This also enables CIGNA to optimize the customer contact management strategy on behalf of its Business Partners. CIGNA Thailand is striving to utilize this unique selling point with every BP to produce greater customer satisfaction & superior financial results for both CIGNA and BPs.
3.) Synergy of all sales channels, especially Direct—to-Consumer Channels, the channel that creates a direct demand from the consumers which has been another strategic initiative of The Company since early 2008. Being happy with last year’s Direct Response TV (DRTV)’s success, the campaign earned overwhelming response from the Thai consumers, which resulted higher than planned sales value. Thereby, CIGNA Thailand will aggressively pursue the DRTV channel again this year.
“Last year we’ve overwhelmed with about 100,000 incoming calls from airing the DRTV and also achieved THB 100 million sales target (DRTV and Internet); we are extremely satisfied and assume in being the pioneer in Thailand that we have created a movement to the market in this channel significantly. There are number of insurance companies that now play in this channel but focus on a different target groups. For CIGNA Thailand, we are still focusing on the target group of the family generation as last year and we launch “1 Care 2” policy plan to the market today”. said Mr. Denson.
The new DRTV campaign will promote the “1 Care 2” insurance policy, which covers both yourself (a prime insured) and another loved one who is either the prime insured’s father, mother, spouse or son/daughter. The prime insured, aging from 15-59 years old, will be covered with both Personal Accident Insurance Plan and also 5 critical illnesses: Invasive Cancers, Heart Attack, Stroke, Kidney Failure, and Coma ranging from THB 200,000 to THB 800,000, plus reimbursement on medical expenses from an accident, with maximum coverage of 30,000 baht per accident (motorcycling included), with no limit on the number of accidents within the protection period. In addition, CIGNA Care Card will be provided to the insured to allow them to enjoy cash-free payment for medical expenses in case of an accident if the insured receives medical treatment in any of the hospitals under the CIGNA agreed partner network. Moreover, Global Emergency Services 24 hours a day will be provided to the insured, allowing them to have a peace of mind when they travel, anywhere in Thailand and across the globe.
Also, the loved one of the prime insured will be provided the maximum coverage of THB 300,000 lump sum benefit when they suffers loss of life, dismemberment or total permanent disability due to an accident, plus reimbursement on medical expenses from an accident with maximum coverage of 10,000 baht per accident (motorcycling included), with no limit on the number of accidents within the protection period. CIGNA Care Card also provided for 1 year coverage (for those who buy plan 3-5 only). The benefit of covering the loved one will go only to the prime insured who pay the premium by credit card, without any additional cost. The loved one could be the prime insured’s either father, mother, spouse or a child whose age between 1-70 years old. The premium of “1 Care 2” plan starts from 7 baht per day (for the prime insured with age between 15-25 years old and buy the Plan 2.)
In addition to DRTV channel, CIGNA also offers “1 Care 2” plan through the online channel via CIGNA Thailand’s website. It aims to serve the new generation of consumers, who love to purchase products via the online channel. For those who interested in the product can leave their name and phone number on the website, for next step follow up from CIGNA’s telesales specialists who will provide information in detail and complete the sales process.
“CIGNA Thailand will synergize our all sales channel as much as possible whether on telemarketing, internet and other channels which will be launched in the near future to maximize the benefit from every channel to ensure a convenient, easy and enjoyable consumer experience. CIGNA Thailand sets the sales target (ANP) of DRTV and internet in Y2011 to exceed THB 140 Million, which means 40% growth from last year.” concluded Mr. Denson.
For Y2010 overall business performance, CIGNA Insurance Public Company Limited recorded Net Written Premiums as of December 2010 of THB 717 Million, jumping 122 percent from THB 322 Million of Net Written Premiums as of December 2009. Number of Policy in-force is about 570,000 policies as of the end of Y2010. The Company has set the Y2011 sales target (ANP) of all channels of THB 1.5 Billion, 50% growth from Y2010 sales results.
For the original article, please visit http://www.tivarati.com/news/106222
Bill McCabe is EVP/COO at A. Eicoff & Co., one of North America’s largest DRTV agencies.
Know Your DRTV Audience
Thursday, March 3rd, 2011
It’s always interesting to look beyond the numbers. We have talked a great deal in this blog about the many misconceptions regarding TV. Namely, that the influence of TV advertising is waning, while all indications are that TV viewing is at an all-time high.
Like everyone else, it is fascinating for me as a marketer to watch the evolution of new technology available to reach consumers (mobile, i-Pads, gaming, 3D, e-books, online video, to name just a few). It’s particularly intriguing to us here at Eicoff because a day doesn’t go by in which we don’t see a new application for all the DRTV campaigns we currently air.
And yet, we continue to remind ourselves to keep our eye on the ball. It’s not that the new technologies won’t continue to grow in importance — they will (and, frankly, become a larger source of revenue for us). The larger message sometimes gets lost in the numbers however. For example, let’s take a look at the most recent Neilsen numbers for the week of February 21:
Source: The Nielsen Company. Viewing estimates on this page include Live viewing and DVR playback on the Same Day, defined as 3am-3am. Ratings are the percentage of TV homes in the U.S. tuned into television.
It’s one thing to look at the large viewership numbers – pretty substantial. However, we’ve found that it’s just as important to look at the types of programming generating the large viewership.
American Idol, CSI, Royal Pains, WWE Raw, SpongeBob. Now I am sure that there is a certain percentage of these viewers that own an i-Pad, watch video online or via mobile. However, I am equally sure that the vast majority of these viewers don’t.
The point is not that we shouldn’t target audiences via the new technology – that’s a no-brainer. The important thing to remember is that what may be cool to us marketing guys may be much slower to take hold with a much larger audience.
Don’t believe me, the next time you go to the DMV to get your license renewed, count how many i-Pads you see. In 10 years i-Pads will most likely be ubiquitous, but until then we have to remember what any comedian already knows: know your audience.
The impact the new technology is having on DRTV is both exciting and complex. The DRTV messages have to continue to appeal to mass audiences, but must be served up in a myriad of ways to allow the consumer to digest it the way they feel most comfortable (ie online, traditional TV, etc…).
As we continue to layer on new technology to traditional DRTV, it is critical that we continue to analyze who our audience is in addition to how we are reaching them.
For more information on Nielsen Ratings, please visit http://www.nielsen.com/us/en/insights/top10s/television.html
Bill McCabe is EVP/COO at A. Eicoff & Co., one of North America’s largest DRTV agencies.
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