drtv agency - selecting the right direct response partner
Everything You Need to Know
When Seeking a DRTV Agency
Direct response television advertising, or DRTV as it is known, can be undoubtedly the quickest way to launch your go to market strategy, drive cash flow and brand your product. But DRTV advertising is a complex, detailed process which requires specialized knowledge to increase your success odds. This is why locating and partnering with the right DRTV agency is so important.
Let's first take a look at the array of processes a successful DRTV agency handles:
Product Evaluation: determining if a product or service is right for DRTV
DRTV Financial Modeling: determining ROI payoff schedule
DRTV Creative: this process includes concept ideas, storyboards, scripting
Production: managing the shooting and editing of the commercials; product demonstrations, talent management
Media Planning: DRTV media strategy and implementation across channels
Media Buying: local and national TV, Radio and Print media placement
Analytics: DRTV performance and results analysis; optimization modeling
Conversion Optimization: call center and web landing page sales path analysis and optimization
While the process list above comprises immense detail, finding the right DRTV agency, in our experience, goes beyond just being able to execute on steps. Here's a breakout of the intangibles we've seen really contribute to driving direct response success:
Ability to listen: hearing the true goals of the customer, rather than imposing a one size fits all DRTV formula
Brand legacy buy-in: brand bible adherence, while executing direct response methodology in a skilled manner
Internal stakeholder empathy: DRTV can be intimidating for established brands
Merchandising expertise: the best DRTV creative and media plans fall short without understanding the product and consumer
Cross-channel mindset: DRTV is but one component of driving total ROI payoff
What Should I Look For In A DRTV Agency
A common question many clients us ask about DRTV is how does it all work? There are many moving parts, as we have listed above. But in general, you have four main components in direct response television that your DRTV agency should be guiding you on:
Product and offer: constructing the best DRTV merchandising approach and offer that syncs product with the customer
Creative approach: is the creative execution ROI focused and in step with the brand's legacy
Media planning and buying: is the DRTV media campaign based in relevant, recent category data
Analytics: performance results, trends and direct response optimization modeling should be standard procedure
A good, solid DRTV agency will have extensive experience in all of the areas above, and in many areas beyond. But many times what happens is process vendors such as production companies, call centers and even media companies will claim to know these areas, when in actuality they farm them out. This dynamic can really muddy the waters in terms of finding the right DRTV agency for your needs. So it's important you ask the important questions. What is your direct response merchandising background and experience? What product offers have you constructed? Who actually buys the media? How many scripts have you written? What products have you taken to retail?
The role of any DRTV agency is to lead, while managing seamless execution of all processes. A good agency partner can be the difference between building a long term brand legacy and a quick exit from the marketplace. A typical agency structure might include creative thought leaders, merchandising expertise, directly managed media planning and buying, performance analysis and retail contacts. Most DRTV agencies do not own their own production studios, nor do you want them to. The cost overhead associated with such an endeavor is directly passed on to clients. And in fact, most production companies are in a churn business model. Thus, it can be extremely advantageous to have a DRTV agency managing that process for you. Much like you would have an attorney to handle legal matters, versus you doing it yourself.
When Seeking a DRTV Agency
Direct response television advertising, or DRTV as it is known, can be undoubtedly the quickest way to launch your go to market strategy, drive cash flow and brand your product. But DRTV advertising is a complex, detailed process which requires specialized knowledge to increase your success odds. This is why locating and partnering with the right DRTV agency is so important.
Let's first take a look at the array of processes a successful DRTV agency handles:
Product Evaluation: determining if a product or service is right for DRTV
DRTV Financial Modeling: determining ROI payoff schedule
DRTV Creative: this process includes concept ideas, storyboards, scripting
Production: managing the shooting and editing of the commercials; product demonstrations, talent management
Media Planning: DRTV media strategy and implementation across channels
Media Buying: local and national TV, Radio and Print media placement
Analytics: DRTV performance and results analysis; optimization modeling
Conversion Optimization: call center and web landing page sales path analysis and optimization
While the process list above comprises immense detail, finding the right DRTV agency, in our experience, goes beyond just being able to execute on steps. Here's a breakout of the intangibles we've seen really contribute to driving direct response success:
Ability to listen: hearing the true goals of the customer, rather than imposing a one size fits all DRTV formula
Brand legacy buy-in: brand bible adherence, while executing direct response methodology in a skilled manner
Internal stakeholder empathy: DRTV can be intimidating for established brands
Merchandising expertise: the best DRTV creative and media plans fall short without understanding the product and consumer
Cross-channel mindset: DRTV is but one component of driving total ROI payoff
What Should I Look For In A DRTV Agency
A common question many clients us ask about DRTV is how does it all work? There are many moving parts, as we have listed above. But in general, you have four main components in direct response television that your DRTV agency should be guiding you on:
Product and offer: constructing the best DRTV merchandising approach and offer that syncs product with the customer
Creative approach: is the creative execution ROI focused and in step with the brand's legacy
Media planning and buying: is the DRTV media campaign based in relevant, recent category data
Analytics: performance results, trends and direct response optimization modeling should be standard procedure
A good, solid DRTV agency will have extensive experience in all of the areas above, and in many areas beyond. But many times what happens is process vendors such as production companies, call centers and even media companies will claim to know these areas, when in actuality they farm them out. This dynamic can really muddy the waters in terms of finding the right DRTV agency for your needs. So it's important you ask the important questions. What is your direct response merchandising background and experience? What product offers have you constructed? Who actually buys the media? How many scripts have you written? What products have you taken to retail?
The role of any DRTV agency is to lead, while managing seamless execution of all processes. A good agency partner can be the difference between building a long term brand legacy and a quick exit from the marketplace. A typical agency structure might include creative thought leaders, merchandising expertise, directly managed media planning and buying, performance analysis and retail contacts. Most DRTV agencies do not own their own production studios, nor do you want them to. The cost overhead associated with such an endeavor is directly passed on to clients. And in fact, most production companies are in a churn business model. Thus, it can be extremely advantageous to have a DRTV agency managing that process for you. Much like you would have an attorney to handle legal matters, versus you doing it yourself.
