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13 Steps for DRTV for successful launches.

DRTV is a measurable way to gain brand and sales traction fast and large potential for lead generation.  For the right product or service or cause, it can be a home run. Tie it to social media efforts and you can have a home run.

Here are a few rules to consider:  Successful DRTV needs to fall into the following areas.

The concept of a product or service must have mass appeal,  It must have a large mark up of at least 2.8 to 1.   The medium works well for products, services or causes.  They must be demonstrable and have an initial ask price of $49.95 of less, or can be offered as a free trial just pay for shipping ect.  The DRTV offer must have a high perceived value vs a regular price item, thus a buy two, get one free, or and there is more…. hype is needed .

The product, service or cause must solve a problem, solve a need or relieve a pain point.  The DRTV program needs to show improved quality of life,  saves money, does good in the world and makes you feel better or promises a vision of a better life all do well as DRTV.   Be sure that the product has differentiation with a unique selling proposition.  It should also have up-sell or continuity potential and most importantly for a product, that it can be quickly be brough and sold a retail once the items gains momentum on DRTV.

For more infomation see my other blog on this subject at:  DRTV and Social Media make a dynamic duo.

So what type of products work well for DRTV spots?

Household goods, cleaners and making cleaning easier, home improvement, tools, lawn and garden items, auto care, fitness products,self-improvement, senior products and senior health services.  Another area that does well is coins, collectables, novelties, as well as education and legal services.  Anywhere there is a  service with a short sales cycle.  Religious and charity groups offering to sponsor children, animals or causes  works well. Religious offering of bibles, books of other items of value.

What does not work well for DRTV spots:

Items over $50 ask price, niche items, items that cannot be demonstrated, products that are like all others already in the market. Products that have a multiple step close or a complex close. Those items that have no upsells or continuity to add to lifetime value. Items that cannot eventually be sold a retail, or shipped economically.

So what are the 13 steps needed for a DRTV launch:

1: A good product that has a lot of research and planning behind it.

2: Doing offer developement and pricing,

3: Test planning,

4: Modeling the price points and offer 

5: Scripting and copy writing

6: Video production and post production,

7: Website and landing page developement,

8: Call center set up and script, 

9:  Fulfillment,

10: Media buying

11: Analysis

12:Campaign optimization

13:More testing

1: You start the process again from your bench mark with edits of the spot and trials of different and more effective offers.

2 Responses

  1. […] Continued here:  13 Steps for DRTV for successful launches. « CMO Guide to Social … […]

  2. […] next blog on this subject is:  13 steps for sucessful DRTV and what is the successful criteria for CMOs to consider. Possibly related posts: (automatically […]

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