How to Use New Media in a Direct Marketing Campaign

Direct response marketing has come a long way since infomercials, but many of the basic rules of success remain the same despite innovations in technology and savvy corporate branding. Find out how to apply the same DR tricks of the trade to new media outlets such as integrated sponsorships, video on demand and a variety of web opportunities.

Difficulty: Moderately Challenging

Instructions

Things You'll Need:

• Great product that is timely
• Great product that demonstrates well visually
• Great product that makes people feel like it will add convenience to their lives
• Smart media buyer
• Investment dollars

1. Go to the major cable networks, such as Discovery, Viacom and Lifetime and schedule some time to speak with a representative from their direct marketing and paid programming division.

2. Ask about opportunities to run your direct response campaign in high definition (HD). Remember however, that there is something to be said about the traditional production value of infomercials. They are shot on cheaper film, the actors, audience members and hosts are highly exaggerated characters, but viewers absolutely still respond to these campaigns and the advertisers pull in a phenomenal return on investment. Without dismissing the value of these traditional-style infomercials, HD is a great asset to corporate brands tapping into the methods of DR for the first time. HD plays to the cardinal rule of demonstration, and a product demonstrated in high definition could definitely be more appealing.

3. Know that interactive messaging is another new media opportunity ripe for direct response dollars. It's increasingly popular on networks with younger audiences, such as MTV Networks (MTVN), which includes MTV, VH1, CMT Comedy Central, Spike TV and others. With interactive ads, a message pops up that's seamlessly integrated into the programming and encourages users to vote, text message or have information sent directly to their mobile phones.

4. Consider that TiVo and other digital video recorders (DVR) are not the enemy. In fact, they can be a direct marketer's best friend. So use them to your advantage. People watch infomercials because they want to. Whether it's out of boredom or genuine interest in a product, they'll invest the time to watch an hour-long production about super juicers and titanium knives.

5. Talk to some of the niche cable and broadcast networks if you can't afford a lofty new media campaign. Often, they will be able to accommodate 120s, four- or five-minute spots for a reasonable price.