Anton's Direct Talk

Anton's Direct Talk

Over One Billion Dollars Sold

DRTV's ugly truth... Now a better way?

 

Today's low success rates for DRTV campaigns demands a different way of doing business. The large investments for "simply testing" the viability of a campaign is a big part of the problem. Depending on retail sales to pull you over the finish line can be dangerous. These BIG FIVE KEY ELEMENTS  of  direct marketing campaigns are key to your success...It's time to stop playing the lottery!


                                

 


After twenty years of working in this industry it has become clear that alot of things that worked in the past don't work today. However, I see alot of my colleagues working with the same paradigms as in the past which allowed alot of inefficient practices because media ratios were much easier to achieve.  These days the offer has to be so unique and compelling as to overwhelm the odds that are stacked against the DRTV marketer... Maybe not as hard as winning the lottery, but like the lottery you have to "pay to play"...However,  the price of the game is thousands of times higher!

The following are THE BIG FIVE KEY ELEMENTS of successful direct marketing campaigns...They are critical regardless of the media channel and unfortunately, often not properly utlilized by DRTV and other direct marketing professionals:  1) Test quickly and cheaply, 2) Optimize your creative and placments, 3) Drive media costs down, 4) Maximize conversions, and  5) Maximize media allowables.

Unfortunately, the DRTV norm these days is a   less than 1 in 20 success rate. The average cost of testing a new camapign is rising, conversions are dropping, media costs are escalating, creative is stale and margins are under extreme pressure.

It is necessary to make an "honest assessment" of your performance/capabilities in regard to THE BIG FIVE KEY ELEMENTS outlined above.  I encourage you to get out of the "bubble" and the natural tendency of your "internal" team to blame the product, the offer and everything else for your campaign's poor performance. Get an objective outside opinion who can answer the following questions and  do the work  to deliver the results necessary.
  1. Can you drop your testing costs by 50% or more?
  2. Could new creative double your response rate?
  3. Could you reduce your media rates by 50%?
  4. Can you increase conversions by 25% and average order by 25%?
  5. Can you double your media allowables by drving recurring revenues?
Imagine taking an exisiting or dormant campaign and turning it into a homerun instead of walking away after such a large investment. My teams have taken dozens of these DR disasters and created large profitable rollouts by applying these principles. Each one of these key elements when applied correctly can greatly increase your success rate.

You want to be able to confidently say "If we can't make this project work then it will never work!"...At that point, you will have a "plug and play" marketing platform that will make you millions just like the  good-old-days!

Please email me at  chuckanton@brandseedgroup.com     to discuss how to create a sustainable direct marketing platform for your product launches.  Hopefully, we can help you improve a dormant campaign, turbo-charge an existing campaign or help you launch your next multi-million dollar success.
Check out some of our past campaigns at  http://www.brandseedgroup.com .
 I look forward to connecting with you...
Thanks!
Chuck                     

Chuck Anton
President & CEO
BrandSeed Group, LLC
www.BrandSeedGroup.com

Don't sell stuff...Be the content!

"Content is King!". What does this really mean to someone who doesn't own the New York Yankees or Viacom? Successful direct marketing is about becoming the content expert or the domain "go-to source" for a category or product vertical. Can you translate a one time sale (and the affinity of that new customer) into repeat sales like Amazon or E Bay? YES, but you have to think of the "first sale" as the start "not the end"  of a lifetime relationship and stop playing the "Hula-Hoop" DRTV  game!

 

               

 

Here are a few tips from a direct marketing warrior who decided he was tired of looking for the "next big thing" because it was the "only thing" after the last big project died. A few principles that will transform you from a "Hula-Hoop" marketer to a "Content King" with large recurring revenues:

 

  • Continuity is not just in a pill or cream:  Your database of customers when nurtured can provide revenues year after year for your new offers...And, they get cheaper and cheaper to market to the more times your customer buys from you (the beauty of diminishing marketing costs that the content kings cherish!). 
  • Sell information/solutions not stuff: The more solutions you offer the more they return for more and customers become less price sensitive over time...exploding sales and margins. For example, catalogs are another form of continuity and most  have spent millions $$$ to  build their house lists...But, most DRTV companies throw their customers away by stop marketing to them after the first sale.
  • Draft off other content kings : The I-Phone is a content king and a domain leader, so if you sell solutions or applications that work with Apple's I-Phone you win...Over and over again!
  • Remember the power of RFM (Recency-Frequency-Monetary Value): The bottom line is that the most recently a customer bought from you, the more times they have bought from you and the more they spent with you...The more likely they are to buy the next time they see your offer. 
  • Don't outsource your key value proposition : Be the expert of your domain which includes product development, communication, multi-channel interactions and customer service. So, stay in constant contact with your customers.... Offer them solutions they need and they will pay you handsomely.
  • Make sure your customers are invested in you: "One Click Shopping" represents more than the pushing of a button...It represents trust, value, uniqueness and intimate knowledge of your customer. Like a good tailor that has all your sizes and tastes; it is very hard for the Suit Superstore to compete with that relationship!

 

So, to be the content and own the content  requires building a sustainable sales platform and infrastructure that does not re-assemble itself for each new project. Build your company as "one continual project" and then when you find your next "Hula-Hoop"; You will have millions of new customers who grow old with you. Customers are more like milk than wine. ..They can spoil quickly, but if nurtured they can become better with age!

 

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