Direct response media is intended to generate immediate response to an advertiser’s message – but if you’re not using the right types of media or planning your campaign properly, then you’re probably not getting the results you need.
Unlike branding-focused advertising, which is generally used to build brand recognition or reinforce a business’s image, direct response marketing is designed to compel an audience to take action as quickly as possible. The intended action could be a phone call, a visit to a website, a trip to a local store, a purchase or virtually any other action that puts a prospective customer into a company’s sales funnel.
Direct response advertising must be carefully executed to ensure that it hits the right people with the right message at the right time. Use the tips and information below to gain a better understanding of direct response media and the crucial steps to maximizing your response rates.
Tips For Effective Direct Response Media
Choose the right media.
There are several forms of direct response media (More Info) you can choose from. As an advertiser, it’s your responsibility to ensure that you’re using the most effective form(s) of media for your campaign.
Examples of media that can be used for direct-response marketing:
- TV (particularly spot TV advertising)
- Print (magazines, newspapers, etc.)
- Web (PPC ads, online landing pages, etc.)
- Direct mail
Marketers should constantly test various forms of media to identify the outlets that are most effective and produce the highest ROI.
Use precision targeting.
Targeting the right audience is essential to an effective direct response campaign. You need to make sure your ad is reaching your prospective buyers, or else you’re simply wasting money.
In television advertising, for example, you need to be able to control as many aspects of your campaign as possible, including:
▶ What markets or designated marketing areas your ad appears in
▶ Which TV networks the ad is shown on
▶ What time of day (during which types of shows)
▶ What days of the week
Spot TV advertising typically allows for greater targeting options and is therefore preferred over broad national campaigns for direct-response campaigns.
Make your call-to-action clear and simple.
One of the biggest problems hurting the response rates of direct response marketing is a lack of a clear call-to-action. Your audience MUST know exactly what to do after seeing your ad. Otherwise, they simply won’t respond.
In TV advertising, you will probably want to consider leaving your call-to-action on-screen for the duration of your ad (a phone number, website address, etc.). Make it clear what the next step is and how people take action, right now.
Let Our Direct Response Media Power Your Response Rates
American Target Network is an unwired cable advertising network that enables you to run a customized, highly targeted direct-response ad campaign on a local, regional or national basis – for a fraction of the cost of traditional cable pricing.
ATN lets you reach up to 87 million homes on more than 75 of the biggest cable networks, while targeting by demographic, DMA, networks, dayparts, days of the week, and more.
Call 1-800-ATN-5666 to see how ATN can help you increase the ROI of your direct response campaigns.