Dee Halloran

One of the most common questions in a commercial – “Do you think this commercial is fixable?” In other words, the DRTV marketer has already tested his spot, and the Cost per lead or order that came back wasn’t good. He wants to know what I think the problem is!!

This is not rocket science, so I go through a check list of what I’ve seen impact the Cost per lead or order.Let’s look a few things.First – WHEN did we air, if you saw my last blog – TIMING is crucial!Follow the calendar and a Direct Response Pro will tell you when to air and why – I can’t express that enough!! If that’s not the case, let’s look at the rest of it!
“The Commercial”

A novice in the industry does not follow the DR rules. First rule, in my opinion, commercials are not “always” pretty! A novice sometimes is more in love with the product and wants to paint a pretty picture… BIG rule in Direct Response, “do not fall in love with the product”. The novice loves the product so wants to send a different message. Here is what I see, “Send the message the consumer wants,” – what will make them want YOUR product.Isn’t that why we are here?

“The Offer”

Simple fix – the offer needs to be great… especially now in the recession. Needs to be a great price point, great bonus! Face the facts; a good offer will produce a good CPO (Cost per Order) if the delivery is right. Our consumer is savvy! Are they getting a service or product at a great price!

At the end of the day - here is what the consumer wants:
GREAT offer

Ask yourself – when doing your commercial and offer:

“Does this product solve a problem?”

“Can this be demonstrated on TV?”

“Is this offer, well —– GREAT!!?

That my friends, is what I call “A great commercial”

Posted in: Direct Response Marketing by admin / Tags: DRTV Marketing, television advertising, TV commercial

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I’ve been asked all the time, “How is iCan Media different?” It’s called service and knowledge combined. I’ve seen campaigns fail only because the media was not done right. Media is a moving target; you need to watch it weekly, daily and hourly! That is how iCan makes a hit! We are constantly watching our media, what is going on in the world. If you miss airings, you need to be on top of it, get it reinstated – but where companies fail is they only do a “make good” so they get the airings, but they need to make sure it’s at the optimize time – for a great “Return on Investment”.

We watch everything! What show did we land in? What is going on with other news that may affect our campaign? What is the competition doing? All of this must be taken in to insure you have the best Direct Response Marketing campaign going!

Timing of a Direct Response campaign- that’s a key factor, would you air a “household improvement product” in the dead of winter? Some people do – I will always advise you WHEN to air in specific month for your campaign and WHY that month works for that product. Media is an art and a science combined, and I am pleased to say, at iCan, that is how we work.

Simply stated, we work for the campaign!

Advertising is a passion, one that drives me everyday. Why are we so lucky here at iCan Media? When you combine talent, passion and expertise to create the best media team possible, throw in only the best clients. You’ve got a hit! That’s iCan Media.

Posted in: Direct Response Marketing, General by admin / Tags: Advertising, Direct Response, DR, Marketing, Media, Television Marketing

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