TRA Guide to DRTV Advertising for Telemarketing, Marketing, Communications

Guide to DRTV Advertising
A SERVICE of TRA COMMUNICATIONS 800-729-8454

WHY DIRECT RESPONSE TELEVISION(DRTV) WORKS

COST EFFECTIVE MEDIA

DRTV offers the greatest number of Inquiries/orders for the least possible cost.

FLEXIBILITY

DRTV advertisers can take as little or as much time as needed to demonstrate and effectively sell a product.

EASE OF ORDERING

Access to an 800 number paves the way for a consumer to make a purchase.

ACCOUNTABILITY

Each day the advertiser knows how well a product is selling and how well the media is performing.

FOUR COMMON INFOMERCIAL FORMATS:

DOCUMERCIAL
DEMONSTRATION
TALK SHOW
DRAMA / STORYMERCIAL

HOW INFOMERCIALS CAN BOOST RETAIL SALES

Build Brand Awareness and Image - Infomercials offer 30 minutes to tell their story in an environment less cluttered than general short format media, drawing the viewer into your story and building trust in your product.

Infomercials give retail marketers TV exposure at Lower Cost than general advertising.

Boost In-Store Sales - At the same or lower cost for production and media. Infomercials boost Manufacturers sales, gaining new and continued customers

EVALUATE YOUR PRODUCT
Answer these Twenty KEY Questions

1. Does it have a unique selling proposition to a broad based audience?

2. Is there widespread public interest for this type of product?

3. Is it in a product category which has been historically sold via direct response?

4. Are its benefits credible, easily proven, and easy to demonstrate or dramatize on TV?

5. Does the product fulfill dreams, make life easier, provide a magical transformation, or offer immediate gratification?

6. Does it have a 5:1 markup or better?

7. Can the consumer be persuaded to buy this product on impulse?

8. Can product claims be substantiated and pass FTC/FDA approval?

9. Does the product have a high perceived value?

10. Do you have testimonials for the product?

11. Are testimonials from Professionals in their respective fields?

12. Is there industry documentation to support the product as it is to be sold?

13. Has the product been sold elsewhere?

14. Has it been sold on TV?

15. Can the product's developer persuasively and passionately sell the product on TV?

16. Is there a celebrity who can passionately and persuasively endorse this product?

17. Is a good upsell available?

18. Can a continuity program be developed off the core offer?

19. Can the product be sold via short commercial format?

20. Can the product be sold at retail?

Maximize Your Next Campaigns Response

Reopens:
The first two minutes of any show is when a lot of viewers surf to decide what they're going to watch. Make sure you "reopen" the show a few times, giving them an overview and reasons to stay. Remember that most consumers who watch and buy from you show are not necessarily with you from the beginning of the show.
Inquiry Calls:
Don't put your 800 number up before explaining your product offer and price. You'll get a swarm of viewers calling for the price, and you are paying per minute to the telemarketer for inquires.

Upsells should ALWAYS be developed at the time the product is being configured
and coordinated with your telemarketing partner . . .

TRA Communications

E X P A N D I N G your marketing power with cost effective solutions to all
your direct response service industry needs.

HOW TO GET THE BEST TELEMARKETING SUPPORT FOR YOUR PROGRAM!

Always deal with Proven Professionals: TRA Communications has been successful in business since 1983.
Create a flawless script: Our Marketing staff is experienced at creating winning telemarketing call scripts.
Submit timely updates to your program: Working together with TRA you can be assured we'll deliver your updates before you air.
Be sure the call load can be handled effectively: State-of-the-Art call processors, T1 access, voice mail, live operators - all inclusive.
Make certain your 800 numbers are being used properly: TRA will analyze your program and provide you with additional 800 numbers designated for special needs.
Be certain telemarketers know your program: All TRA Telemarketing Agents are trained in advance to deliver your program the way you intend.
Create an aftermarket Outbound program to keep selling after your show has aired

For the Total Response Advantage

TRA Communications
(800) 729-8454

1.	Does it have a unique selling proposition to a broad based audience?
2.	Is there widespread public interest for this type of product?
3.	Is it in a product category which has been historically sold via direct response?
4.	Are its benefits credible, easily proven, and easy to demonstrate or dramatize on TV?
5.	Does the product fulfill dreams, make life easier, provide a magical transformation, or offer immediate gratification?
6.	Does it have a 5:1 markup or better?
7.	Can the consumer be persuaded to buy this product on impulse?
8.	Can product claims be substantiated and pass FTC/FDA approval?
9.	Does the product have a high perceived value?
10.	Do you have testimonials for the product?
11.	Are testimonials from Professionals in their respective fields?
12.	Is there industry documentation to support the product as it is to be sold?
13.	Has the product been sold elsewhere?
14.	Has it been sold on TV?
15.	Can the product's developer persuasively and passionately sell the product on TV?
16.	Is there a celebrity who can passionately and persuasively endorse this product?
17.	Is a good upsell available?
18.	Can a continuity program be developed off the core offer?
19.	Can the product be sold via short commercial format?
20.	Can the product be sold at retail?