This is the third in an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.
Recently your Friday Forecaster sat down with Francine Bergman, the president and producer extraordinaire behind Lipstick, Inc., a premier Los Angeles-based production and marketing company that specializes in direct response television (DRTV). Francine, who is a multiple Emmy-award winning producer, maintains creative oversite of all the projects under the Lipstick helm. Our dialogue, which took place in the Women in Business Pavilion at this year’s D2C show in Las Vegas, focused on why marketers should not be dismissive of DRTV in a world where much of the focus is on digital marketing. Here are five insights Francine had to share:
- DRTV Remains the Most Cost Effective Form of Television Advertising
“For the cost of 30 seconds of media on a major network in prime time, (8-11 pm), advertisers can fund dozens of DRTV airings across a broad range of stations. The metrics of a DRTV commercial can be accurately tested and measured to ascertain an ROI. In many cases, this can be accomplished for a modest media test investment of $25,000 whereas a brand advertiser might spend hundreds of thousands of dollars, and even millions, to measure an increase in market share.”
- DRTV Allows Significantly More Time to Tell Your Story
“DRTV remains the most effective way to tell a brand or product’s story because it allows for longer lengths of time to make the case for superiority or differentiation. While traditional brand spots in lengths ranging from 10 to 30 or 60 seconds can create awareness and impressions. DRTV, in contrast, often starts at 60 seconds, but can also include 2 minutes, 5 minutes and an entire half hour. The advantage of these longer lengths is that they can educate, engage, and even sell a prospect on the spot, enhancing brand awareness, recall, and intent to purchase.”
- DRTV Not Only Sells Products, It Builds Brands
“Many people pigeonhole DRTV as only appropriate for one-off products, but it can also be a powerful tool that builds brands. At Lipstick, we’ve helped launch a sunglass brand called Halos as well as As Seen On TV cosmetic giant Jerome Alexander Cosmetics. These products have become staples at brick and mortar retail such as mass drugstore chains. Want more proof of the power inherent in this method of marketing? In 2016, Guthy-Renker reportedly sold IT Cosmetics, a brand built on sound DRTV practices, to L’Oréal for $1.2 billion!”
- DRTV Allows You to Go Deep with Your Message
“People don’t necessarily pay attention to commercials or infomercials. They pay attention to what interests them. Long form DRTV has the ability to capture more prospect’s attention by ‘telling as well as selling.’ You have the ability to demonstrate product benefits as solutions to everyday problems, have longer selling messages, and emphasize value-based offers, and include free premiums and discounts that are popular whether the economy is in trouble or thriving.”
- DRTV Video Is the Foundation of Content-Based Marketing
“DRTV footage can be repurposed for websites, point-of-sale displays, social networking, mobile advertising, and online video to communicate directly with consumers in a variety of venues. DRTV has proven that it can outperform general TV advertising by delivering vast amounts of valuable information, and by delivering a direct return on investment to offset advertising dollars and create direct sources of profits.”
Rick Petry is a direct marketing veteran of over 25 years who has been involved with campaigns that have generated over $1 billion in sales. He provides creative services to both B2C and B2B marketing campaigns and recent projects have included Actegy/Revitive, Education Connection, GOLO, Joybird, and OYO. The author of over 200 articles on direct marketing best practices, Petry has a Bachelor of Arts in Cinema/Television from the University of Southern California and an MBA with a Concentration in Marketing and Sales from Marylhurst University.