d.r.t.v. lead generation · • “call or click to find out how you can get your free ( ).” •...

1

“DRTV’s Multiple Personalities”

Lead Generation

Andrew GordonPresidentDirect 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.”

2


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 ( ).”


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.

3


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


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.


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

4

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


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

5

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.


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.


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!

6

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

7

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.

1

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.

2

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

• DRTV = Long-Form (28:30), Short-Form (:30’s, :60’s, & :120’s)

• Education and information are key to developing a successful and profitable DRTV campaign

3

Keys to Successful Vendor Selection

• Don’t depend on RFP alone

• When possible, visit your prospective vendor partners

– If not possible, have their teams visit you!

– Ask to meet only the people who will be working on your business

• Ask for samples of work

Keys to Successful Vendor Selection

• Discuss successful and non-successful efforts

• Understand – One-stop shopping is not always the most efficient!

• Check references, check references, check references

• Don’t under estimate “gut” feelings

DRTV Vending Machine -

How To Pick The Right Vendors

Creative / ProductionJoan Renfrow

[email protected], Onyx Productions

4

Define Goals

Demonstrate New ProductSell via TV

Drive to Web

Drive to Retail

Brand Awareness

Creative Development

ConsiderationsLong Form vs. Short form

Opening

Body

Host

Testimonials

Call to Action

Offer—Hard vs. Soft

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.

5

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



Media Buying and ManagementRich Contino

[email protected] Media Account Management, hawthorne direct inc

6

Key Media Management Questionsfor your Vendor

• Discuss agency’s client and campaign management history and capabilities

• Understand you management team’s experience and the team executing your buying

• Review media management reporting systems and other tools utilized for media management

Before moving on...Clearly define campaign short term and long term goals

Discuss Agency’s Client and Campaign Management History and Capabilities

Launch and finish with the same team...

• Current media billing and diversification of campaigns

• Discuss relevant case studies where agency implemented management needs similar to your campaign

• Review research, planning and buying utilized to deliver results

• Management and buying team dedicated to your campaign(s)

Understand Your Management Team’s Experience and the Team Executing Your Buying

Optimize your delivery and ROI $$$...

• What are the core media competency of your team?

• Campaigns they have personally managed

• How are they compensated?

• Conduct Q&A with the management/buying team responsible for developing your plan; include a few “What if...” questions

7

Review Media Management Reporting Systems and Other Tools Utilized for Media Management

Media Management tools and competitive info help keep your edge...

• What media management system is utilized (request sample reports) and how is it used?

• Flexibility and compatibility of system

• Additional systems the agency uses for research

• Who is responsible for data management?

• IS Staff to maintain the systems and data



TelemarketingScott Swanson

[email protected] New Business Development, InPulse Response Group

Telemarketing - Overview

Types of Telemarketing Services

Which Type is Best for You?

Evaluation

8

Types of Telemarketing ServicesAutomated• Interactive Voice

Response (IVR)• Physical prompt system

Live Agents– Order centers– Sales centers– Outbound

Which is best for you?High price point product - Sales centerLow price point product - Order center

Lead generation - Automated

Telemarketing Services Evaluation• Cost per call (CPC)

• Cost per order (CPO)

• Media efficiency ratio (MER)

• Revenue per call (RPC)

• Call disposition & reporting

– Call center reporting

– Carrier reporting



Merchant ProcessingShane Bradford

[email protected] Director of Sales, TransFirst ePaymentServices

9

Payment Processing

What a payment processor reviews

• What type of product is being offered?

• How is the product being taken to market?

• How long has the company been in business?

• Are they experienced direct response marketers?

• What other direct response companies are they partnering with?

8 Questionsto Ask Payment Processors

When looking at payment processors, marketers should ask the following questions when reviewing the companies’ capabilities:

1. How much experience does your company have servicing the direct response industry?

2. Is your company integrated with the leading direct response fulfillment and telemarketing companies?

3. Do you put processing volume limits on the merchant accounts that you issue?

4. Are the rates that you provide competitive in the direct response industry?

5. What are your reserve requirements?6. What information do you require as part of your application

process?7. How is your customer service structured?8. Can you provide sample reporting?



FulfillmentSteven J. Edelstein

[email protected] Marketing Officer, Backchannelmedia, Inc.

10

A Few Questions…

• How do I maximize the full revenue potential of my Fulfillment and Customer Care initiative?

• What strategies and “tools” will enable my productivity and conversion to “sales”?

• Where do I start?

• When is the BEST time to start?

Advancement Through Process

IVR/Speech

IM/Chat

Streaming Media RSS/E-Mail Broadcast

I-Ordering

Multiple “selling” channels

Fulfillment Selection and Integration will Positively Affect:

Inbound Customer Care (Telemarketing) – The opportunity for UPSELLING, CROSS SELLING, BRAND TIE-INS, and ORGANIC PRODUCT “SALES”

Outbound “Marketing” – Saving potential “lost” revenue and enhancing customer loyalty

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

11

Questions & Answers

d.r.t.v. lead generation · • “call or click to find out how you can get your free ( ).” •...

Documents