What is DRTV?

As is obvious by the name, DRTV combines direct marketing and television advertising. Each is an effective marketing tool and when they combine, it makes for a really powerful device that gets across a message to the largest possible market at a low cost. Almost a third of the American population today watches DRTV and that translates into a huge reach resulting in a low cost per thousand. Other interesting statistics are:

• DRTV watchers are likely to be able to afford the products shown in the infomercials they are watching
• The audience is on an average in their early forties which is also the age when buying power is at its highest
• Although traditionally Direct Response buyers used to be for the greater part females, the balance is now leveling up with males too showing more and more interest
• According to ERA, DRTV viewers are more likely to trust infomercials than even the Congress!

How many of us often put off buying items of convenience just because we just cannot be bothered to go down to the stores? And even if we do, we are more likely to buy something if we feel that the choice has been made entirely of our free will and not under the influence of a salesperson. People love shopping via Direct Response for the fact that they are not under pressure by a salesperson and they can do it in the comfort of their homes. Also, the demonstrations shown in most infomercials are probably the greatest pulling factor for the success of DRTV. The viewer knows exactly what the uses of the item shown are, how it is used, how it compares with similar products. So the risk of making a wrong choice is lesser. The deals and discount offers too contribute to a loyal customer base.

DRTV today is not a just a stand alone marketing strategy. Companies that use other forms of direct marketing like mail order, produce infomercials to fortify and sustain response and upsells. Big names are not uncommon nowadays in the infomercial scene. People today have come to associate DRTV with trustworthiness and economical shopping. From kitchen gadgets to insurance policies, DRTV is full of success stories both for established companies and entrepreneurs. It has become obvious that the selling power of DRTV is great and so while traditional slick advertising builds up the brand name of a Fortune 500 firm, infomercials (sometimes hard hitting and sometimes subtle creatives, with a toll free number and a website address) go further by imparting practical information about individual products. DRTV today not only helps direct selling, but also in brand recall and retail distribution and sales.