Response Magazine - January 2013

What two things can DR marketers do today to expand their media planning beyond traditional DRTV buys? Heroux: There is a lot of effort going into PR and social media. Straight-up TV/ radio/print buying is often not enough to capture all the eyeballs needed to run a campaign successfully. For products sold at retail, successful campaigns need to spend some of their budgets for retail advertising, such as weekly flyers.

Medico: Identify non-traditional DR opportunities in network and syndication; and, for certain marketers, sponsorships of movies or programming can be very effective.

Medved: Continue to leverage social
media opportunities, built on a founda-
tion of strong customer service and qual-
ity CRM strategies. There are countless
studies that confirm a referral from a
friend is more effective than any form of
marketing communication. Fortunately
for DR marketers, they have the ability
to develop 1: 1 relationships with their
consumers and mobilize them to become
brand advocates. Second, it’s still early in
the process but opportunities exist for DR
marketers to integrate first- and second-
screen communications.

Savage: Depending on the target audience, there are a variety of channels to test and run — including print, radio and direct mail. Online and CRM strategies are also proving very efficient.

How can DR marketers best
utilize the online video space
to capitalize on their media
spending?
Lee: The best use of the online video
space is through a consolidated social
media plan — remembering that your
branding will take your message to the
consumer while driving to your website to
educate and provide ROI.

Leon: DR marketers must use their online space and video content to engage consumers in online chatter and create enthusiasm behind a product or offer. Updating video content with product usage, consumer testimonials, sweepstakes or special offer alerts will help recoup TV media spend a create long term ROI.

Orsmond: This question relates more to better planning when making any DRTV ad. For example, we always advise clients to consider other media options very early in the creative process. Website video, online video for You Tube, smartphones and Facebook should all be part of your marketing strategy. ■

For the complete answers to these questions from our esteemed Advisory Board, find the January issue now at www.responsemagazine.com.

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