More Consumer Research Can Mean Greater Success in Direct Response

by Megan Becker on Nov 18, 2014 3:32:00 PM Committees & Councils

Using Consumer Insight to Build Successful Direct Response Campaigns

How well do you know your audience? Do you know what messages they respond best to? How to grab and keep their attention long enough to get to the offer?

As we learned in Carla Roberts’ post on building successful DR campaigns, only 1 in 35 shows works today, down from 1 in 10 nearly twenty years ago.

More and more direct response marketers are investing in market research to gain insight into consumer behavior and what it takes to break through the clutter to deliver the right messages that resonate with the audience. In order for a show to succeed in today’s marketplace, direct-to-consumer marketers need to understand the market, the product, and the competition so they can reach consumers in the most effective way possible.

Join the ERA TV Council and topic experts Carla Roberts of Team-360 and Nancy Duitch of Visionworks to explore the benefits of using consumer insights to build successful direct response campaigns.

Date: Thursday, November 20

Time: 2:00 pm EST/11:00 am PST

RSVPmbecker@retailing.org

Agenda

  1. Introduction of guest speakers
    • Carla Roberts, Team-360
    • Nancy Duitch, Visionworks
  2. Introduction of research models and applications
  3. Strategy
  4. Measurement/Case Studies
  5. Challenges
  6. Areas of opportunity/where the industry is heading
  7. Take away for those on the call

**Please be aware that only ERA members are invited to join the committee and council calls.

 

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