Medico: There are two distinct groups that represent the greatest potential to direct marketing on TV: upwardly mobile adults
25-49; and adults 50+. These groups have money and need services and product to enhance or preserve their lifestyles. For on-line DR, the consumer group is 20-40 year olds. This generation
either grew up with the Internet or started young enough that it
is now an important channel for their purchases.
Savage: We must target all generations. And while targeting
specific age cohorts depending on the product is sound marketing, it’s really targeting these consumers where they will find
our messaging, i.e., on the three screens that dominate our lives
— TV, laptops/computers and personal mobile devices — that
will lead to bigger business for DR marketers.
How is the trend away from immeasurable branding ads and toward
measurable campaigns affecting multi-channel campaigns? Would
you consider a marketer not using a measurable, multi-channel
strategy in 2010 product/brand suicide?
Garnett: Companies are becoming more comfortable using
numbers to evaluate their advertising. More often than not,
though, what I’m seeing is that traditional agencies jump onto
the numbers bandwagon but can’t connect the data to a business
result. So, as we saw with the Old Spice campaign, dramatic, but
meaningless, social media numbers are assumed to mean a campaign has succeeded. Then, when better business data became
available, we find that the campaign had little business impact.
Lee: Whether you are a branded marketer or a one-product marketer, you must use all the touchpoints in a marketing campaign.
From offline to online, all marketing efforts must be consolidated to push sell-through modeling.
Medico: As a direct response agency strategist, it may sound
self-serving, but applying measurable metrics beyond traditional
media guidelines can make a significant difference in how budgets are allocated across multiple channels.
Orsmond: In today’s ever-shifting marketplace, we always recommend adopting a multimedia strategy. For example, during
2010 we have successfully combined what we call BRTV (Brand
Response TV) ads, which are typically 10, 20 or 30 seconds long
and less measurable, with totally measurable classic 60- or 120-
second DRTV and 30-minute infomercial campaigns. The shorter BRTV ads feature the URL only and focus on the core brand
messages, while the longer DRTV spots and half-hour shows sell
all the product attributes and offer to take an order.
What vertical markets are best equipped to survive — and even
thrive — in 2011?
Lee: When you look at the top 25 from the IMS report, we are
not seeing many different verticals than we saw 10 years ago:
From fitness to beauty to housewares to making money — if
a product delivers a promise message, the consumer loves the
demonstration and they open the box and they feel they have
just had the best experience — you have a winner!
Medico: For offline — drive-to-site for travel, financial services
and As Seen on TV products that are available at retail. For on-line — education, debt service and heavily discounted products.
Savage: While housewares, fitness and beauty solutions will
continue to thrive, the business model is just as important as the
category. Companies like Guthy-Renker, Beachbody, Euro-Pro,
Allstar and other long-time DR marketers succeed because they
know their strengths, how they specifically succeed, and they
look for innovative products that fit into their models.
Yallen: The senior care category is the category that is best
situated for growth in 2011 and beyond. Further, because of
the unrealistic cost of media, verticals that are able to create a
lead-generation model and take advantage of shorter media unit
lengths is also a critical factor.