Direct Response TV Advertising
What makes this an example of direct response TV advertising is that there is no store where you can go to purchase what is being offered. Consequently, the only way to make a purchase is to call the phone number or go online. With DR TV advertising we are not trying to raise brand awareness. As a result, our only goal in this type of advertising is to get the phone to ring or to get people to buy online.
One TV show may attract our best prospects better than another TV show. To find out which shows are working best you’ll often see a code mentioned in a TV commercial. For instance, “Mention fishing when you call in and save 10%”. As a result, we know that you saw the commercial on the fishing show. Another way to do this without the use of a code is to simply run the commercial at different times on different networks. What happens is that when the calls come in between 10:00 am and 10:30 am you know what show you were advertising on at that time. With this information, we can compare it to results at a different time of day when we were advertising on a different show.
Direct Response TV Advertising
The way direct response TV advertising works is that it is like having a store that only exists during the time that the commercial is running on TV. Consequently, nobody decides the next day or even an hour later to buy the product. For that reason, the spot needs to be compelling. Additionally, we need to make it easy for the customer to buy. For that reason, we keep the phone number and website address visible during the entire commercial.
60-Second TV Commercial Production
Most TV commercials are 30-seconds long. Conversely, the DR TV commercial is 60-seconds long or longer. The reason is that the extra time is often needed when there is a product that needs to be demonstrated. Additionally, we may need to explain how the product works. Lastly, a money back offer to remove the risk will be made. We were able to do this in 30-seconds because it is just a concept or an intangible being sold.
We were able to help keep the cost of the TV commercial down by getting a small, one-location pharmacy to allow us to shoot the spot at their location. The owner agreed as long as he would be in the commercial. The pharmacist is the one handing cash back to the customer who is our actor. There was only one other actor and that is the man dressed as a doctor.
Fun Fact: In the commercial, you can’t hear what our actor is saying to the pharmacist. We wanted it to look like they were talking just as you might be speaking with a store employee if you were buying something in any store. Our actor is receiving cash from the pharmacist and saying, “This is great, I’ll come here every day if you’ll keep giving me cash”. That’s how we make it look real for the camera!
Please contact us about direct response TV advertising or any other advertising services you may need.