Is DRTV Media Buying Right for Your Business?

Whether a start up or a large Fortune 500 company, DRTV media buying has been successful for a wide range of companies. This article will discuss what types of businesses generally experience success with DRTV media buying.

DRTV media buying has typically been reserved for fortune 500 companies, but things are starting to change. Anyone with a modest advertising budget can get started in DRTV media buying. So, what should your business do in order to maximize profits from DRTV media buying?
1. Generate leads. Trying to make a one-off sell to someone is not the best way to make your investment count. It does work, but often times higher ticket items require a little persuasion and relationship marketing. If you are looking to sell a product for $19.95 then a direct sell may be an option, however if you are selling a higher priced product then getting prospects into a sales funnel will likely yield higher conversion rates.
2. Now that we know media buying is great for businesses looking to generate long-term leads, what other factors determine whether or not DRTV media buying is right for your business? In order to determine whether or not to use DRTV media you must consider the lifetime value of a customer. For instance, if your product is a recurring product that sells for $29.95/month then one customer is worth nearly $360 per year! At this rate, your organization could afford to spend more money on DRTV media buying as opposed to someone going for a one time sell of $19.95.
3. Does your organization have the infrastructure in place to handle a large volume of incoming leads/sales? The last thing that you want to do is decrease a campaign's profit margin by not being prepared. The Boy Scout model holds true in this case; always be prepared. If you are going to run a DRTV media buying campaign on a massive scale, make sure the infrastructure is in place to back it up!

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To learn how DRTV media can grow your business, contact Chicago based DRTV media buying agency A. Eicoff & Co.

Author (JamieHanson). Submitted on Sun, 19 Sep 2010 Time: 10:09 AM

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