Oct 08
5
Position Your Product or Service for the Next Level with DRTV
DRTV spots are 60 or 120 second commercials that educate consumers about a particular product or service, its features and benefits.
Media buyers can effectively reach their target audience by purchasing premium timeslots on local broadcast and national cable and satellite stations.
State the problem and offer consumers a solution… DRTV media buyers understand that the formula for a successful DRTV campaign sets up a problem and solution scenario for consumers within the first seven seconds of the infomercial. The ad identifies a universal problem that appeals to the target audience.
Questions and answers. Many times the problem is set up as a general question such as, “Are you tired of weight loss products that just don’t work?” This kind of question instantly gets the attention of consumers struggling with weight loss. The ad introduces the product as the solution, “Then you need Product X!”
After the problem and solution are introduced, the remaining time is spent persuading the audience members about why they should buy Product X right now. Successful techniques include creating a sense of urgency (e.g. a limited time special offer), or testimonials from other satisfied consumers who practically guarantee the product.
Don’t wait – call now! The infomercial ends with a call to action, encouraging consumers to take action right away. A toll-free number and/or website address flashes on the TV screen within 15 seconds after the start of the spot. This information is introduced well before the pricing information.
DRTV is a carefully formulated vehicle media buyers can use to introduce a product and communicate its effectiveness to consumers. Success with DRTV depends heavily on the right product, a great offer and an effective message that resonates with consumers.
