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
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-
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
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.
Proud To Serve ;e Direct Response Industry
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:
Steve Syatt, (818) 907-5929 or email at Ssyatt@ssapr.com