Direct response

It is absolutely important to differentiate between “direct response” and any other form of advertising, and this applies as much to media buying techniques as creative, and never more so than in the case of television.
At the risk of being a little arbitrary, the following check-list could be applied:

 

The point is direct response must be predicated on exactly that – response. Response is the only media objective. It is the creative task (and of course the product itself) which influences who responds and the “quality” of that response.

 

Direct response advertising on television is a multi-million dollar industry and the rules are well established and well proven. Peak time programming, while it often has the numbers against the target audience, is very effective and almost totally ineffective.

High interest, “quality” daytime and weekend programmes are also expensive and do not elicit direct response. The reason is simple – people chose to watch their favourite programmes or programmes of interest. They are “viewing”. They will see a commercial of interest, and be interested in responding, but they will not do it then. If they do not do it “then” – they never do it.

 

Low unit cost, low audience, low “appeal” programmes catch a prospect. The proposition will always stand-alone to an interested prospect. Given the casual involvement with the programme and even a disinclination to continue “viewing”, the prospect is motivated to act at that moment.

The end result is off-peak programmes in other than the high-rating “Midday Shows” and soaps, generates a continuing and very economical list of direct respondents.

At the other extreme, it would be possible to run a spot in say, “Sixty Minutes” and not generate a single phone call.

Corporate Television Advertising

Of course there may be other communication objectives.
Creatively, these may be achieved with a similar – if not the same – commercial. But the media task is different.

 

We would, as we always do with campaign advertising, research the relevant data to optimise the ideal schedule in terms of audience reach, frequency and controlled frequency to achieve effective reach. We may also exercise some qualitative judgements in terms of ideal programming.

The task is to meet pre-determined audience delivery parameters. The end media result is to contribute to the objectives of the “corporate” campaign – whatever they may be.

 

Obviously a sales result is a legitimate marketing objective, and the “corporate” campaign will contribute. It may well encourage people to enquire, and often works well with the support of online, newspaper and or radio. 

But such a schedule is not “driven” by an objective to maximise “direct response”.

Conclusion

We would suggest television advertising has two roles to play – the “direct response” and “corporate”. Obviously, one may assist the other; but ideally they are separately structured and identified schedules so the objective of each remains single-minded, and each is judged on the absolute different “results” criteria which apply.

With the business world now diving headfirst into social media, the more traditional avenues of advertising - television, radio, press - are coming under pressure to perform and connect with their audience like never before.

Online social media outlets possess the key ingredients for you to successfully communicate with your audience. The framework of platforms such as Facebook and Twitter allow you to set detailed targeting parameters that help ensure you and your content reach a responsive audience.

For most brands that utilise social media the first ever connection with a prospective customer begins online.

As example, a brand that sells sports shoes (let's call them "Sprint Shoes") set-up a Facebook profile. Fans are drawn to the page because of the brands sold by the company (e.g. Nike, Adidas etc) even if they have not visited the store before.

1. Develop a fan base

Developing a fan base is the next step. Anyone can "like" a page - the goal of any fan page is to develop interaction with your fans. The more (positive) interaction on a fan page, the more likely a new fan is to trust online feedback - which is essentially works as 'real-time' testimonials for a lot of brands.

2. Build your community

Once there is a solid fan base and good interaction and feedback, the time is right to start your branding. If you are new to social media it is a good idea to research your competitor's profiles and use the number of fans in their fan base as an industry average for your own.

Giveaways are an excellent way to begin. Fans and online communities love giveaway items. Whether it's a pair of joggers, or a discount card that will apply on their next visit, giveaways are an ideal way to get some strong interaction and feedback from your online community.

3. Gather feedback

Consider this. You have built the fan page for your brand, spent the time interacting with your community, and now need to gather some feedback...

Getting responses from your fans to questions is never going to be easy. The issue arises when the questions you want to ask become 'wordy' and 'branded'.

Data gathering is a definite bonus of having an online community, but it needs to be done right and carefully in order to fit into the social media framework.

Consider the two posts below using our example company "Sprint Shoes".

• " Sprint Shoes have now brought out the "Adidas Runner" in a new and improved design.The Biomorphic Fit upper design and Asymmetrical lacing with the new Discreet Eyestay Lacing system provides excellent upper fit, comfort and performance. We'd love to know what you think about this new design!"

• "New Adidas Runner design - better than the old one??" (include image below of two shoes side-by-side)

In the two posts above the same question has been put to your fan base, but the wording is entirely different.

Long-winded posts are often ignored by social media users because of the time involved in interacting.

The widely-accepted theory is that social media 'works' because of the convenience it offers. With people feeling they have less and less time to spend socialising in person - the need for quick and convenient access to social portals has become an integral part of today's society.

The same theory therefore must be considered when seeking feedback or interaction from your fans - create a post that is "quick and convenient". Something that will catch the eye of your fans, and at the same time be 'short' enough (3 lines of text maximum) to encourage them to interact.

4. Maintain

With your fan base increasing nicely and your community interaction and feedback under control - it is now important to ensure you maintain these!

Always remember that posting sporadically is not the way to maintain a good online community. Keep it regular, even if the post is just to wish everyone a good weekend, regularity makes a huge difference to the way your community will respect the content you deliver.