online presence for their campaigns. “We still test shows without
the Web component included,” says Greenstone, “but we try to
discourage that, namely because the Web can represent 50 to 60
percent of a campaign’s sales right now.”
On the brand side of things, Greenstone says companies like
Murad, SlimShots and Arm & Hammer have all successfully
melded their DR efforts with a strong online component. He
sees factors like high fuel costs and the fact that people of all
ages are now buying on the Web playing a key role in this trend.
“My mom is 82 years old,” says Greenstone, “and she buys on
the Web all the time.”
Other major branders that are rounding out their DR campaigns with the Internet include WD- 40 and Proctor & Gamble,
both of which have worked with Bridgeport, Conn.-based Liquid
Focus Direct. Ken Osborn, president and CEO, says that while
marketers have picked up on the synergy between the two advertising mediums, not all of them are maximizing the collaboration.
“The offline medium drives a lot more awareness and a lot
more interest, but the online side is where many of companies
miss the boat,” says Osborn, who advises clients to consider their
DRTV and online efforts on a campaign-by-campaign basis.
Some products, for example, might warrant the development of
multiple “micro sites,” aimed at different audiences, while oth-
ers may include the ability to conduct market research through
A/B testing (the testing of different price points for the same
“We can use the Web to determine factors like the elasticity of demand,” says Osborn, a self-proclaimed “business school
guy” who is often ribbed about his economic jargon. “Put simply,
companies can use the Web as a multi-variety testing tool and,
in doing so, create a unique and defined customer interaction
that goes beyond basic direct response.”
Toeing the Line
Where in the past companies were able to create and activate
Web sites without having to worry much about whether their
online homes “matched” their direct response campaigns, today’s
consumers are demanding a more recognizable advertising strategy that integrates the Web with all other media.
“McDonald’s has its golden arches for a reason,” says Nancy
Michaels, president of Grow YourBusinessNetwork.com in Concord, Mass. “Those arches are immediately recognizable, regardless of whether you see them in front of a restaurant, on a menu,
in an ad or online.” Michaels says both brands and pure-play
DRTV marketers can borrow a page from the fast food behemoth’s advertising strategy by striving for “consistency and repetition” across all media.
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e Direct Response
Targeted consumer publicity can play
an important role in your DR campaign.
SSA specializes in achieving product-based
editorial coverage to compliment your
media by reinforcing consumer awareness.
To discuss how publicity can help generate leads and drive sales, contact: