DRTV Powers Retail to New Heights
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DRTV is the new fuel driving the retail market. Housewares, hardwares, electronics, recreation and even consumables thrive when DRTV is their communication powerhouse. Why? Because DRTV is cost effective, so that small and large companies alike can now advertise their products on TV. And DRTV offers superb communication, including the demonstrations critical in many product categories.
Myths & Truths of DRTV
Unfortunately, many brands let myths keep them from using DRTV. But here's the truth. DRTV can put you in control of your retail future and put your sales over the top. Successful campaigns from top consumer brands show it daily. So, here's a review of some of the myths up against the truths about DRTV.
- DRTV is seen only by midnight munchers and insomniacs
- Most DRTV advertising airs between 5 am and 11 pm. Saturday and Sunday daytimes are prime DRTV airing times for national cable. And for local broadcast, there's surprising availability of evening and weekend time.
- No one I know watches DRTV.
- Over 60% of consumers watch DRTV. Why? DRTV gives consumers the info they need! Remember, an infomercial is the only advertising that consumers must choose to stop and watch. The fact that the vast majority are influenced by infomercials suggests we're doing something very right.
- TV buyers live in trailer parks.
- Research shows DRTV viewers cross all demographic and lifestyle categories.
- Success in DRTV requires direct sales on TV.
- DRTV is advertising. When a consumer sees your product "pitched" on TV, it affects them just like any advertising (except we let some of them buy directly in DRTV). This means DRTV drives the biggest profits at your retail outlets. Some DRTV advertisers don't even try to sell on TV! Now if this seems new to you, it may be because the "old" DRTV industry seems to continue to be stuck in the "TV as sales channel" model. But today, all the DRTV practitioners I know are using TV as an advertising medium where sales may help reduce or elminate media cost.
- Brands don't use DRTV.
- Rubbermaid, DuPont Teflon, Sharper Image, Sears, Hamilton-Beach, AT&T... (need we say more?)
- When you use DRTV, you join Ron Popeil and Tony Little's club.
- You could if you wanted to! But we wouldn't work with you.
- Your creative options are the following: Yell & sell, yell & Sell, Yell & Sell
- Atomic's award-winning creativity and expert strategic positioning gives brands the sell without the yell.
- Only mass market products work on TV. Hmmm.
- A successful 4-year TV campaign for the Drill Doctor - a $100 tool that sharpens $.50 drill bits. Talk about niche success with DRTV!
- DRTV success requires a 300 pound ex-pugilist or a former actress.
- Don't worry about celebrities. Atomic makes your brand the celebrity.
Let the Truth work for you
Don't let myths keep you from generating the full power of your brand. Call Atomic today and let us show you how we can put you in control.
But why should you take it from us? Atomic is a DRTV agency/think tank specializing in retail campaigns for major brands. Our clients succeed because we craft campaigns using retail and advertising savvy, DRTV experience, and street-smart salesmanship.
Here are some brands you might recognize that are Atomic-Powered:
- Drill Doctor
- Rubbermaid
- White's Electronics
- Mirro/Wearever
- The Sharper Image
- DuPont Teflon
- AAA