DRTV advertising is one of the most potent and inexpensive methods of promotion for your products and services. In this article, we will take a look at our top four most powerful methods to increase your ROI.
- Integrate DRTV advertising into your marketing mix
- Use professional production houses for optimal results
- Test multiple creatives
- Measure and optimise using data analytics
1. Integrate DRTV advertising into your marketing mix
In today's digital media era, content consumption is spread across multiple screens. Therefore, it is imperative that you develop a 360 degree marketing strategy for your advertising and marketing campaigns. Integration of DRTV advertising into your marketing mix will help to maximise consumer response when run in tandem with traditional and digital marketing channels. By incorporating the interactivity of direct response marketing into your TV advertising campaign, you will experience a large boost in lead generation. Direct Response Media has consistently proven that the cost per click from effective DR TV advertising can drive users to a website at a lower cost than a pay per click search. It is in your best interest not to ignore DR TV as an advertising channel, especially if your vertical is similar to other players for whom this strategy has worked wonders.
2. Use professional production houses for optimal results
It is needless to say that a professional looking creative will always outperform a poorly created piece. Always commission a production house that is well known for high quality standards. Such firms make use of excellent video, imagery, voiceovers, music and scriptwriting to ensure that your message is put across in an engaging and appealing manner. The key to a successful TV advertising campaign is the value proposition that you showcase in your creative. We advise you to make use of the customer value matrix, with a minimum ratio of 5 to 1 in order to maximise response.
3. Test multiple creatives
It is not easy to forecast the success of any particular creative, so it is recommended that you produce at least 2-3 distinct creatives for your DR TV campaigns. This gives you room to test the outcome of each creative and choose the one that is most effective in driving ROI. Even minor changes like the background score or storyboard can have a huge effect on your response and ROI.
4. Measure and optimise using data analytics
Good quality data analytics and attribution solutions are imperative for your campaigns to reach their maximum potential. Data analytics will give you insights into the impact that your advertising campaigns are having on your branding or sales funnel. A combination of granular data analytics with the support of an experienced analyst will enable you to find and patch out any flaws in your campaign. This approach will help advertisers to weed out poor performing campaigns from their media strategy.
If you're open to discovering the secrets to drastically improving your TV advertising performance, with direct increases to ROI, from our leading Melbourne advertising agency, please download our FREE e-book now.
