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DRTV and social media make a dynamic duo. Test Google TV Ads- AdWords.

DRTV and social media make a dynamic duo. Direct response television has been around for many years, but recently it has had new life with the advent of social media.  See it on TV, go to a website to research and to buy, then talk about it to all your social media friends.  Snuggie was the run-a-way hit last year of the DRTV world, and most remember the Forman grill launched on DRTV. Billy Mays and Ronco made fortunes and built brands in the direct TV, and many became national market brands like Oxiclean.  These days many retail category buyers for major retailers do not even want to see new products without this mix, being tested first.

As a CMO, you need to understand and know what makes a good DRTV product or service and what does not.  The value of  DRTV is in the measurability and the media rates for short form-  60 second, 120 second commercials or a long form infomercials-  30 minutes, since the rates to advertise on TV are much lower than general market. For DRTV you must have a response call to action at the close of the spot to make it DRTV.  The spots can be bought for local market, regional or national, cable, network and local stations.

You can also add bidding for TV to your Google PPC account to buy and test TV, as you currently do for key words and banners through Google.  This allows you to make commercials or upload a 30 or 60 second spot, then place a bid for time at a fraction of the price.  Ask you team member who bids your PPC.  It is the tab at the top of the account page which allows you access.  Most PPC staffers are not even aware it is there or not comfortable telling anyone about it, since it is out of their comfort level of keyword bidding. There are companies that specialize to film and some to buy only DRTV and create DRTV commercials, that you would use instead of a general market agencies for these types of projects.  Mantis Media is one that I recommend for video commercial work and for DRTV filming, scripting and editing projects.  Icon Media Direct and JBT Media management would be DRTV media buying companies to consider, that I have high respect for, for buying DRTV beyond some testing on Google.

Check out Google TV buys at:  Adwords – Google

 My next blog on this subject is:  13 steps for sucessful DRTV and what is the successful criteria for CMOs to consider.

Adding video to your social media efforts.

Yes, you should be adding video to all of your social media efforts.  You need to have your various teams from marketing, corporate communications, sales, training and operations be gathering up all those old videos and b roll and repurposing them for the digital age. Thus creating a digital dam of video from which to repurpose.

If you do not have the inhouse expertise,  there are many video companies who do that very economically.  I like Mantis Media for my video shoots and edit repurposing.  I also like Burst Marketing for podcasting.  There are hundreds of companies doing this work, so just ask your team who they use. If they tell you it is going to be expensive, then call my guys and get a bid.  The cost is very affordable, so don’t let your teams lack of excitement about harvesting the old stuff give way to the rush of doing all new stuff, but be sure that either way it includes digital use rights.  Review your talent/model release forms and your video contracts to be sure that you have the rights on past work and even more important that it is included for any new shoots.

Buy a HD flip camera for fast video capture which is under $200. It has a USB plug in and is so easy to use and capture…store openings, customer testimonials.  You can also record YouTube style videos with a web cam.  If it does not come on your lap top, for under $100 you can get a HD web cam with a USB.

This should not wait to be part of the 2010 plans, this needs to be done now!… so get video shot, edited and most important uploaded to website, blogs, twitters, Facebook and other sites that will take your video like Flickr, Vimeo, Vodpod and others.