Magazine article Marketing

Winners in DRTV

Magazine article Marketing

Winners in DRTV

Article excerpt

Three companies show how to run successful DRTV campaigns. Kirsty Bilton reports on their use of a powerful marketing technique

NATIONAL CARAVAN COUNCIL

Experts usually recommend against combining brand-building and response-chasing in the same DRTV campaign. The National Caravan Council was determined to do both -- and the ad developed to meet this brief by the client in conjunction with Hoseasons' Marketing Systems pulled in a response 400% greater than anticipated. Over a six-week period a total of 10,000 responses were handled by a live bureau on an 0800 number.

The NCC specified a brand-building ad primarily geared to raising awareness of caravanning, but also designed to sell caravans.

A high-quality response was achieved by basing the targeting on profiling, then using the information to place the ads in slots of optimum relevance to the target groups.

For instance, young families were reached through ads placed during children's afternoon programmes, while over 65s, with some cash to spare, were targeted via late afternoon quiz shows.

This produced the desired result: a relatively low volume of calls, but a high percentage of genuine enquiries -- an ideal result for a direct response campaign as it keeps down the cost per response, but results in maximum conversion rate.

Hoseasons director Richard Overy outlines the winning ad treatment: keep the telephone number big, leave it on screen for at least 15- to 20-seconds, and issue a strong call to action.

Success in coupling the brand-building element of the ad with a good response rate was achieved by using visual elements to brand-build, and the audio aspects as the main stimulus to response. "It's not the immediately obvious formula, but it has been very successful," says Overy.

A mail-shot follow-up to respondents who didn't buy initially is likely to wrap up the campaign.

RSPB

The Royal Society for the Protection of Birds has dipped into DRTV for its latest campaign, through direct marketing agency WWAV Rapp Collins.

The ambitious aim was to maintain membership recruitment rates, but more cost effectively than it was managing through its existing press-based marketing mix.

Inspired by the results that other charities have achieved using DRTV, the RSPB began testing a year ago. An ad based on a live action version of the charity's magazine Birds, and inspired by an existing and successful mail pack, has been used since October.

Live operators to handle calls suited the relatively complex script, but 0800 versus 0345 numbers presented a dilemma for the charity, which found that the percentage of waste calls increased during school holidays. …

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