From Easy-Bake-Ovens to snake like hoses, direct response products follow to necessities of the ever-changing needs of the everyday family. This year, the DRTV products and their advertisements are the major game changers in direct response. According to RBR.com, when it comes to the direct response television industry, the trend for 2014 will be producing commercials that are of higher quality coupled with an overabundance of toys.
Successful Direct Response Products
Successful direct response products are solutions to problems had by every layman. For example, nearly everyone has hair and many women want to style their hair. Something like Hot Buns is bound to attract the attention of several million women. What is the secret behind such products? These products address a buyer’s impatience. The best “As Seen on TV” products provide instant results or a quick transformation.
In addition to providing a solution, the product must actually work. Traditional direct response makes for compelling television using proper claims substantiation, a demonstration of efficacy, and solution-laden examples.
What is to be expected of direct response going into 2014?
Traditional to Digital Integration
We are more digitally driven than ever and direct response is slowly starting to ride the coattails of this digital era. Although mobile integration appears to be the next obvious step, it might actually be harder to step backwards to adopt mobile integration. Michael Hemsey, President of Kobie Marketing finds that, “The rate at which consumers can meaningfully integrate technological advances into their lives can’t keep pace with the rate of innovation and new ideas. Companies aren’t immune either. They’re pressured to pay attention to everything that is released and compelled to always remain ahead of the curve. Brands must combat this technology and data overload, understanding what really matters to their customers before they modify their strategic direction.”
History affirms this. At first, Internet page views were the rage, but over time they proved less important than knowing what consumers did after they clicked. Facebook likes work the same way. Not every new potential avenue of technological engagement, particularly in the mobile space, will necessarily benefit the brand. Facebook might be an ideal channel for engaging twenty- and thirty-somethings, but it’s less applicable to sixty-somethings. My advice: Look at your customer data and see which engagement channels are most popular among the audience you’re targeting. Then only use, perhaps, the top two or three.
Content Is Key
One thing is certain—content is key, whether that’s on product packaging or online via social media. In fact, Citizennet.com found that Google’s book added what they coined as the Zero Moment of Truth, which is when users research, discover, and learn more about products before they are ready to buy.
Just over a month ago, analyst Brian Solis added a fourth stage, which he coined the Ultimate Moment of Truth, described as “that moment where people who convert an experience into discoverable content”. It is neat in that it actually closes the loop, and brings into the spotlight the role social plays in business:
The “Ultimate Moment” is when people express opinions, many times through online social channels, about the experience they just had with a brand or product. This social data, along with the massive distribution supplied by Facebook and Twitter, forms an increasingly large share of the online information available to consumers when discovering or researching product.
Direct response ads are most often tailored to air when their target demographic is watching TV; late at night, during a soap opera, or early morning before the news airs. Moving into 2014, there will be more options like set-top boxes that will enable advertisers to better target their demographic. In an article about Direct Response TV Ads by David Kaplan, PrecisionMedia CEO Jon Mandel, said when asked about the limitations of demo targeting, “[Demographic targeting] is no better than statistically random when trying to hit actual consumers/potential consumers for most brands,” said “That is why we use first party data, target real consumers and find them by going many hundreds of variables deep.”
Moving into 2014 may still be a stretch of traditional marketing for Direct Response. What is to be expected is how content is leveraged to better reach your target market and how marketers choose to adopt social media marketing into their tactics.