D.R.T.V. Lead Generation. DRTV s Multiple Personalities Lead Generation. Mission:

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1 DRTV s Multiple Personalities Lead Generation Andrew Gordon President Direct Impact Group [email protected] D.R.T.V. Lead Generation Mission: To get qualified consumers, with a problem that (insert product or service here) can solve, to raise their hands and say tell me more.

2 D.R.T.V. Lead Generation Ad Characteristics: Ads are presented with no price points. The call to action is presented one of two ways: Call or click to find out how you can get your free ( ). Call or click for more information on ( ). D.R.T.V. Lead Generation Practical Applications: Generating a prospect database for one two one communication. Generating prospects for big ticket products or services. Generating prospects for complex products or services. Generating prospects for a field sales force. Generating attendees for a seminar or showcase. Generating sales leads for a channel partner. Key Benefits: D.R.T.V. Lead Generation Increase in responses - 50% to 500% increase in call volume than in a comparable price-advertised offer Media Flexibility - Media outlets are more willing to do performance based buys with lead generation campaigns than other types of DRTV. Backend Flexibility - Test price point sensitivity without re-cutting your commercial.

3 D.R.T.V. Lead Generation Typical Product or Service Characteristics: More complex in nature More expensive than the marketer cares to mention An additional exchange of information needed between prospect and marketer Requires consumer trial to make purchase decision Requires a decision from both spouses to close sale D.R.T.V. Lead Generation A Lead Generation Program Typically Involves Two Steps: Step 1: Generate inquiry. Step 2: Provide requested information. Why A Two Step Program? It s easier to generate leads than to sell products or services. You don t have to persuade anybody to open their wallet. You build a database of prospects for future follow-up. D.R.T.V. Lead Generation The Type of Product or Service You Are Marketing Will Dictate the Commercial Length: :30 When your product or service is clearly understood and you are making an easy to understand offer :60, :90, :120 When your message is complex :28:30 (Infomercial) If your product or service requires an in-depth explanation

4 D.R.T.V. Lead Generation Four Key Creative Elements: Approach is informational and personal Strong key benefit-focal point of ad Compelling soft offer Clear call to action Three Types of Media Buys: Cash Buys Remnant Buys Per Inquiry Buys D.R.T.V. Lead Generation Telemarketing: A Critical Success Factor: Requirement A call center that can handle dramatic spikes in call volume D.R.T.V. Lead Generation Critical Factors to Improve Response: Offer a powerful solution to the prospects problem Give a compelling reason to respond Critical Factors to Improve Conversion: Offer attractiveness Ease of process Speedy follow-up

5 D.R.T.V. Lead Generation Lessons to Live By: The most important question to ask is: How much can I afford to spend to generate a qualified lead? Stick with a single response objective. MAKE THE PHONE RING! Treat your fulfillment materials as part of the campaign process. D.R.T.V. Lead Generation Lessons to Live By: Too many leads generated can be just as bad as too few. What happens after you generate a lead is as important as generating the lead itself. D.R.T.V. Lead Generation Getting Started: Align: Lead Generation Campaign Goals and Objectives to Business Goals and Objectives Take a serious look at the numbers! Make sure your goals are realistic and quantifiable!

6 A Case Study UCC Total Home B to C private membership catalogue showroom In the business of selling memberships Direct marketing tactics used to generate sales leads Outbound telemarketing (in house) Direct mail (homeowner lists) Trade Shows (home shows) A Case Study National Do Not Call Registry forces a paradigm shift in the business model. A Case Study New Marketing Strategy Re-brand UCC total home to DirectBuy Abandon intrusive outbound telemarketing in favor of DRTV New Direct Marketing Tactics Use turn key long form and short form DRTV to generate leads Use third party telecenter to capture leads.

7 A Case Study Results DRTV transforms business A national brand is built from scratch using DRTV More qualified leads are generated with less hassle Business can focus on selling instead of lead generation and selling By communicating a better value proposition through DRTV, the business is able to increase the price of memberships Andrew Gordon Andrew Gordon is the founder and President of Direct Impact Group, a strategic direct marketing firm. He has over 25 years of direct marketing experience. Andrew is nationally recognized for his ability to use direct response messages and media to move his clients to leadership positions in their categories and, in many cases, to create category killers. He is also the architect Direct Power Branding, a powerful communication process combining the perception-shaping, relationshipdriven power of brand advertising with the persuasive pulling power of direct marketing. He is also serving as Co-Chair of the DMA s Broadcast Council program committee and is also a member of the DMA Directo Council. Andrew also serves as the ERA Television and Radio Councils.

8 1 DMA 06 DRTV Post Conference Intensive DRTV Vending Machine - How To Pick The Right Vendors Wednesday, October 18, :00 4:00 p.m. Moderator: Panelists: Your Panelists Danette Dickerman Director of Media, Nautilus, Inc. Joan Renfrow President, Onyx Productions Rich Contino VP Media Account Management hawthorne direct inc Scott Swanson VP New Business Development InPulse Response Group Shane Bradford Executive Director of Sales, TransFirst epayment Services Steven J. Edelstein Chief Marketing Officer, Backchannelmedia, Inc.

9 2 Today s Discussion Brief Overview of DRTV Discussion of vendors needed to successfully implement DRTV Targeted discussion on each specialized discipline DRTV Agency Creative and Production Media Buying and Management Telemarketing Merchant Processing Fulfillment Q & A DRTV Wheel DRTV DRTV is a specialized segment of the advertising discipline, and requires vendors that specialize in the various aspects DRTV = Long-Form (28:30), Short-Form (:30 s, :60 s, & :120 s) Education and information are key to developing a successful and profitable DRTV campaign

10 3 Keys to Successful Vendor Selection Don t depend on RFP alone When possible, visit your prospective vendor partners If not possible, have their teams visit you! Ask to meet only the people who will be working on your business Ask for samples of work Keys to Successful Vendor Selection Discuss successful and non-successful efforts Understand One-stop shopping is not always the most efficient! Check references, check references, check references Don t under estimate gut feelings DRTV Vending Machine - How To Pick The Right Vendors Creative / Production Joan Renfrow [email protected] President, Onyx Productions

11 4 Define Goals Demonstrate New Product Sell via TV Drive to Web Drive to Retail Brand Awareness Creative Development Considerations Long Form vs. Short form Opening Body Host Testimonials Call to Action Offer Hard vs. Soft Production Execution Considerations: It is critical for the production company to have expertise in your type of product or brand DRTV producer-driven, not director-driven Execution of the script Budget Producer Director Demonstrations & product shots Testimonials PRICE is not always the driving factor in choosing a production company. Less is not always the way.

12 5 Choosing A Vendor Creative Research Ask for samples of work; not necessarily expertise in a single category vs. broad range of categories Get samples of work; discuss the differences in how the work was achieved. Ask for references - the process of creating a script and an offer Agency writer without DRTV experience vs. writer with DRTV experience Does the writer easily accept changes to his/her script and leave his/her ego at the door? Production company doling creative - Single writer/owner shows look alike vs. Multiple writers with expertise in your product category Choosing a Vendor Production Check references Do they deliver on time & on budget? See samples; discuss at length the process of interviewing & recording testimonials It may be a different director Build a team producer, director, lighting director/director of photography/cameraman, editor, scripting, etc. (sets you up for a smooth postproduction process) Experience Value Reliability Problem solving abilities DRTV Vending Machine - How To Pick The Right Vendors Media Buying and Management Rich Contino [email protected] VP Media Account Management, hawthorne direct inc

13 6 Key Media Management Questions for your Vendor Discuss agency s client and campaign management history and capabilities Understand you management team s experience and the team executing your buying Review media management reporting systems and other tools utilized for media management Before moving on... Clearly define campaign short term and long term goals Discuss Agency s Client and Campaign Management History and Capabilities Launch and finish with the same team... Current media billing and diversification of campaigns Discuss relevant case studies where agency implemented management needs similar to your campaign Review research, planning and buying utilized to deliver results Management and buying team dedicated to your campaign(s) Understand Your Management Team s Experience and the Team Executing Your Buying Optimize your delivery and ROI $$$... What are the core media competency of your team? Campaigns they have personally managed How are they compensated? Conduct Q&A with the management/buying team responsible for developing your plan; include a few What if... questions

14 7 Review Media Management Reporting Systems and Other Tools Utilized for Media Management Media Management tools and competitive info help keep your edge... What media management system is utilized (request sample reports) and how is it used? Flexibility and compatibility of system Additional systems the agency uses for research Who is responsible for data management? IS Staff to maintain the systems and data DRTV Vending Machine - How To Pick The Right Vendors Telemarketing Scott Swanson [email protected] VP New Business Development, InPulse Response Group Telemarketing - Overview Types of Telemarketing Services Which Type is Best for You? Evaluation

15 8 Types of Telemarketing Services Automated Interactive Voice Response (IVR) Physical prompt system Live Agents Order centers Sales centers Outbound Which is best for you? High price point product - Sales center Low price point product - Order center Lead generation - Automated Telemarketing Services Evaluation Cost per call (CPC) Cost per order (CPO) Media efficiency ratio (MER) Revenue per call (RPC) Call disposition & reporting Call center reporting Carrier reporting DRTV Vending Machine - How To Pick The Right Vendors Merchant Processing Shane Bradford [email protected] Executive Director of Sales, TransFirst epaymentservices

16 9 Payment Processing What a payment processor reviews What type of product is being offered? How is the product being taken to market? How long has the company been in business? Are they experienced direct response marketers? What other direct response companies are they partnering with? 8 Questions to Ask Payment Processors When looking at payment processors, marketers should ask the following questions when reviewing the companies capabilities: 1. How much experience does your company have servicing the direct response industry? 2. Is your company integrated with the leading direct response fulfillment and telemarketing companies? 3. Do you put processing volume limits on the merchant accounts that you issue? 4. Are the rates that you provide competitive in the direct response industry? 5. What are your reserve requirements? 6. What information do you require as part of your application process? 7. How is your customer service structured? 8. Can you provide sample reporting? DRTV Vending Machine - How To Pick The Right Vendors Fulfillment Steven J. Edelstein [email protected] Chief Marketing Officer, Backchannelmedia, Inc.

17 10 A Few Questions How do I maximize the full revenue potential of my Fulfillment and Customer Care initiative? What strategies and tools will enable my productivity and conversion to sales? Where do I start? When is the BEST time to start? Advancement Through Process IVR/Speech I-Ordering IM/Chat Multiple selling channels Streaming Media RSS/ Broadcast Fulfillment Selection and Integration will Positively Affect: Inbound Customer Care (Telemarketing) The opportunity for UPSELLING, CROSS SELLING, BRAND TIE-INS, and ORGANIC PRODUCT SALES Outbound Marketing Saving potential lost revenue and enhancing customer loyalty Continuity Increase revenue, while enhancing retention Membership/Club Activity Strengthen value proposition to customer base, while promoting loyalty and building customer profiles and relationships Multi-Pay and Single Pay Integration Insuring that all financial information is administrated properly and all information is reported in a timely manner

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