Direct-response Marketing - Principles & Techniques

Principles & Techniques

Direct-response ads like infomercials can be contrasted with normal television commercials because traditional commercials normally do not solicit a direct immediate response from the viewer, but instead try to brand their product in the market place.

The principals of DR Marketing are such that there is a direct offer to purchase direct from the manufacture, no middle man or broker. The theory is that because there is no middle men there will be lower pricing. For example it is a common practice for a retail store to double the price for want they paid for a product before selling it to the public. Also chances are the retailer did not buy the product from a manufacture but rather from a broker who also had a mark-up on the product. Direct Response usually works directly with manufactures.

Improving the appeal and uniqueness of an offer is a first step for improving response. An offer must be targeted such that its appeal is relevant to the wants or needs of the audience, so the choice of media or list carries similar importance as the perceived value of the offer. In case of an unsuccessful DRTV campaign, it is easy to adjust parameters such as price point or sales pitches to improve sales. It is assumed that only one in every ten infomercial actually makes money for the DRTV company.

There are many other best practices and techniques used to achieve results such as the use of urgency, clear and compelling copy, graphics and design which aim to reinforce the message. Lately, the viral potential of funny, hilarious or upbeat infomercials uploaded to YouTube for example has proven to be an important contributor to infomercial success. Apt individuals re-dubbing or ridiculing known infomercial hosts amplify the reach of this alternative (deliberate or involuntary) marketing channel and help to spread the word of the product, service or brand.