The
DRTVtools model provides a better structure for today’s
needs. This helps you in 3 important ways.
1. The DRTV tools model is lean, flexible
and efficient. We are not driven by rigid profitability
restrictions that big firms must impose to offset large
overhead costs – so your dollars go farther.
2. The DRTV tools team is built of owner/operators.
We don’t pass vital components to less
qualified producers. We include you in the process –
so you have a direct link to the production of your
work.
3. The DRTV tools team is about quality vs.
quantity. Unlike many “turnkey DRTV providers”
our focus is not about volume output – so you
get the time and attention that your project needs to
succeed.
DRTV tools – because
more control = better results
Branding – Have direct
access to a design team that has over three decades
experience and hundreds of identities created. |
| Packaging – Benefit from
expertise thru the entire project – not only
graphic design, but product positioning, production
and placement. |
| Web Development – Benefit
from expertise thru the entire project – from
site personality and messaging, to functionality
and web hosting. |
| Web Marketing – Gain access
to experts who can design, implement and explain(!)
effective organic and search placement strategies. |
| Retail placement – Have
direct access to over 20 years of retail product
placement in national chain and specialty stores.
|
How they pitch you – and what it means
Most direct response marketing providers focus on TV
production, because the commercial is at the core of
your campaign. Firms that specialize in TV production,
and do it very well (they are out there if you know
where to look – ask us!) provide high-quality
work and personalized service at very competitive rates.
The one-stop-shopping providers of “turnkey”
services also focus on TV production, but primarily
because TV production is the most costly, and profitable,
component that they have to sell you.
All too often, turnkey providers don’t give
the branding, packaging, web development and web marketing
the attention they deserve, relegating these tasks downline
– to less experienced staffers.
Or they use the “turnkey solution” pitch,
(highlighting the convenience to you) to land the profitable
TV production contract. Then they subcontract the other
components to outside suppliers that provide them favorable
costs (which they mark up and pass to you). |
 Multi-channel
marketers must excel at – everything
The trend is clear – It’s estimated that
in 2005 more than 83 million US shoppers purchased goods
after using multiple channels to research before they
bought. Today’s retailer must meet buyers when
and where they want to shop – seamlessly blending
call centers, shopping carts and instore shopping experiences
– or else.
Television may be at the center of your product marketing
strategy, but increasingly multi-channel marketing is
replacing traditional models. Change has been driven
by technology advancements, a proliferation of brands,
a growing distrust of advertising and a distracted,
and multi-tasking audience.
While the way we buy is changing dramatically, basic
marketing principles are unchanged; success depends
on creating a connection in the minds of your customers.
That requires delivering a relevant, compelling and
consistent brand across a multiple “touch points”.
“Turnkey convenience”
can cost you dearly
The “convenience” of a turnkey package
typically costs more, produces lesser quality results
and provides you with less control over increasingly
important branding and channel components.
Unless you’re made of money, you’ve likely
got one good shot at this. It’s not that the turnkey
providers can’t produce these items, but you have
to ask yourself: “Are the TV guys going to apply
as much attention to my branding, packaging and web
as we need in order to build a success?” |
