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DRTV advertising is an art form – one that, if you get it right, can yield impressive results for your business.

In a reasonably short space of time, DRTV campaigns have become all the rage – and for good reason. They're an extremely popular and effective form of advertising, yielding results for the advertisers and brands whilst luring in customers through carefully and often creatively constructed advertising approaches.

You just have to look at adverts like MoonPig (bet you've got that jingle in your head now, eh?) and Go Compare just to see how successful these ads can be.

Yet for those of you who have dipped your toes into the advertising ocean of DRTV, or those of you have yet to advertise your brand to the multitudes, there are a few slices of sage advice it's always good to remind yourself of to ensure total DRTV success.  

Respect The Brand  

The brand is any company's most valuable commodity – so it's imperative that every DRTV campaign is geared up and designed to generate the maximum levels of response. It has to potently reflect the brand and all the attributes it carries. It doesn't have to be an advert that's all style and no content – in fact, it would be a huge mistake if you took that approach – but it does necessitate a pride in and a respect of the brand you're promoting.

Focus On The Product And Service  

This rule applies to both long and short form DRTV adverts – the focus be unequivocally and categorically on that magical and powerful duo: product and service. There's no point wasting time on flamboyant creative ideas that are ultimately extraneous.

Keep Things Simple 

To paraphrase an old adage, the simplest things are always the best – and that's certainly true when it comes to preparing and launching your DRTV campaign. Simple is effective, and there's no need to make it more complicated or elaborate than it needs to be.

Simple, straightforward and direct are key here – as is focusing on the main benefits for the consumer.  Flashy designs and extravagant artistic flourishes may well win awards, but it won't entice the viewer or, more crucially, get the sales you need.

More Is More

Advertisers and brand agencies bend over backwards extolling the virtues of the mantra 'less is more'. Well, when it comes to commercials and DRTV advertising, longer adverts always out-perform the shorter ones.

This is simply because you have more time to sell your brand, as well as ratcheting up more time to persuade people to buy your product, reiterate the main selling points, present your offer to the consumer, and give them an opportunity to respond through the DRTV call to arms.  

The shorter, 30 second adverts are generally good for creating an initial awareness and buzz, but shouldn't be used as the centrepiece of a DRTV campaign.

Free

Everyone loves something for nothing; in other words, something that's free – so it's a word you should incorporate into your DRTV campaign.  The word 'free' is like a magnet to potential consumers, one that provokes a positive response, a trigger impulse to buy, and the compulsion to respond.

Offers

It's not always possible, but if you can, a great way to motivate viewers and potential buyers is to include an offer in your advert. It compels them to act and respond quickly.

Test It Out 

Continual testing is the crucial, beating heart of a DR marketing campaign. It’s a way of providing real, tangible information about the preference and behaviour of your consumers. This in turn gives you the ability to focus and optimise your campaign strategies, with the end result being a campaign that delivers better conversions and a more attractive return on your investment.

Heart And Head

It's true that the majority of purchasing decisions are based on a combination of emotional response and rational justification. To this end, you should try to address and interweave both these elements into your advertising campaign.

Say It, Show It  

Response rates are undeniably boosted by advertising campaigns that present the key selling features of the brand both verbally and through on-screen graphics. The amalgamation of both these elements – often referred to as 'see and say' – is a simple but extremely effective way of increasing the performance of your campaign.

Landing Pages

It stands to reason that corporate websites – which are not designed to convert leads to sales – will yield low conversions. The solution to this dilemma is to drive traffic to a transaction-oriented microsite or landing page – in other words, a page that's specifically designed to convert leads into sales. As a result, you'll see a significant rise and improvement in your conversions.  

Have you had any experience in DRTV advertising, and can you make any recommendations of your own? Share in the comments.

Author Bio
Gavin Harvey  is a self-confessed IT and techie obsessive who is also partial to a well-constructed advertising campaign. He recommends Space City.