We are so proud of our Co-founders, Zeeshan and Karina Hayat, who were both recognized this past month with some very prestigious awards. Karina was recognized by PROFIT/Chatelaine W100 list as one of Canada’s Top 100 female entrepreneurs. This is especially significant in light of her recent announcement to launch “SHe Accelerates” – a resource hub designed to empower aspiring female entrepreneurs.
In addition, Zeeshan was recognized by Business in Vancouver’s annual “Forty Under 40” list as one of Vancouver’s most innovative and successful business professionals. He will also be sharing his expertise in operating a Vancouver-based technology firm with entrepreneurs from all over Canada at the PROFIT Growth Summit on October 20th
“With both of these awards, we have been placed in the company of some truly incredible local and national businesspeople. It is a true honour,” says Zeeshan, “We are thankful to our team, proud of one another, and excited to continue our growth strategy.”
Earlier this year, Prizm Media Inc. was recognized as Canada’s 52nd fastest growing company by PROFIT 500.
When you think of infomercials, everybody has at least one “AS SEEN ON TV” product that comes to mind. However, this kind of marketing can be used for more than just the latest and greatest household gadget; it can be used to further your business.
Direct Response Television (DRTV) has been around for well over 50 years, but is still widely considered to be one of the most effective tools available to marketers today. Whether in short-form (2 minutes or less), or long-form (like the infomercials that you are all too familiar with), DRTV’s direct call-to-action make it a desirable choice for many marketing campaigns.
Here are 5 things you should know before deciding if DRTV is right for your campaign:
1. Product is Priority
Now this may seem like common sense, but it is imperative to make your product or service the star of the ad. This means not only showing how it works and benefits your target market, but doing so in a way that compels the viewer to take immediate action. Some of the most successful DRTV appeals set up a scenario where a viewer’s problem is solved by the advertised product, while others rely on client testimonials to give credibility to their appeal.
Whatever your strategy, the product has to come first.
2. Competition is Fierce
It’s been said that the average American watches 5 hours of television per day. Bearing that in mind, it’s very easy for your 30-second spot to get lost among the media clutter. When you place an ad you will be going up against commercials from some of the world’s leading marketers, so production value is a must! DRTV is no longer just about flashing phone numbers and gimmicky sales lines – high quality production has made the medium much more competitive.
3. Know Your Audience
There are a number of pros and cons when it comes to reaching your desired audience through DRTV marketing. On the plus side, your ad will have mass exposure, a wide reach, and will grow your audience exponentially. However, it becomes increasingly more difficult to target your messaging to a specific niche.
Knowing the needs of your campaign and your business will help you decide if a DRTV marketing campaign is right for you.
4. Watch Your Wallet
It’s no secret that advertising on television is not cheap. It is important to protect your investment and make sure you are getting the most out of this potentially risky form of advertising. Before anything else, it is important to know that your ad is going to be a hit with your audience. The key is to create 2 or 3 versions of your message and test (and retest!) the ad until it works with audiences.
The next step is to make a high quality media buy – negotiate your media buying to target the best times, on the best stations, at the best value to your company. Finally, and most importantly, it is crucial to monitor your ads performance. Notice when it is working, where it is working, and adjust your media planning accordingly.
5. Content is EVERYTHING.
With such a large amount of competition, the potential for wide reach and mass appeal, and the high costs involved – the most important thing to know about creating a DRTV ad is that content is key. Your ad needs to stand out amidst the sea of competition.
A strong creative concept is necessary. While you may think composing a DRTV ad is simple, it is important to deliver your company’s message in a unique way. The best DRTV ads have clever creatives, make effective emotional appeals, and focus on creating a strong opening and call to action – two components critical to the success of any ad.
So that’s it! If you follow these five tips, your direct response television campaign will be on our screens in no time!
What are some of your favourite TV marketing campaigns? Got any tips we missed on our list? Get in touch with us online on Facebook, Twitter, or LinkedIn