Response Magazine's DRTV Best Practices Primer Part 5 - The Fundamental Building Blocks of DRTV - Direct Response Spots
1 May, 2003 By: Rick Petry ResponseThis month, the ongoing series turns its attention to the second of the industry's three principal formats.
DRTV spots are commercials that typically run 60 or 120 seconds in length, although they have been known to run in other variations, such as 15 and 90 seconds. The latter lengths are less common because the one- or two-minute length allows time to impart the necessary product benefits and features information, and, notably, they are easier to clear on stations and networks because they can be married with other advertisers to round out a broadcaster's commercial pod.
 Philips illustrates a sense of urgency here, offering an incentive of 10 free discs for a limited time. |
DRTV spots can be segmented in several ways. One way is to separate them into two groups: those offering products or services that represent a core "need" that most every household has a basic requirement for (such as cleaning products or car insurance), and those that fulfill a "want" (the latest CD music collection or a skin care regimen).
The 'Need' for Speed
The typical DRTV "needs" spot will set up a problem-and-solution scenario in as little as five to seven seconds. The commercial will begin by identifying a problem that ideally is universal enough that it will appeal to the broadest possible audience.
The problem itself is often set up in the form of a question to the consumer - such as "Are you tired of (fill in the blank)?" - as a device for reminding consumers of their pain. Then the product itself is introduced as the panacea to this problem, e.g., "You need Product X!"
DRTV marketers have conditioned consumers to understand this form of question - and its corresponding answer, which is always in the form of a breakthrough product - is a Pavlovian cue to pay attention. Unlike an image-based television commercial, which may take all or most of its time to unveil its core message, DRTV spots are structured so that, in a matter of a few seconds, a viewer can ascertain the essence of the product offering and its corresponding benefits.
This quick, get-to-the-essence-of-the-offer approach is designed to allow marketers to pique a consumer's interest and then spend the balance of time building a persuasive case as to why one should buy ... now!
Building that case is about giving prospective buyers the information they need in order to convince them to order the product. That information can consist of several different elements, including:
- 1. Building the efficacy of product claims by showing just how it solves a problem; in essence, providing proof that it can do what is claimed. A good example would be a floor-care product filmed erasing skid marks on linoleum without any camera tricks.
- 2. Showing how the product solves the problem in a unique way that is different from other alternatives. One example would be a side-by-side comparison that demonstrates the ease of use or effectiveness of a cleaning product versus other solutions.
- 3. Expanding the consumer's context for a product's utility by depicting a variety of applications. You've all seen this technique whereby the product is used in a wide variety of settings - take a portable grill, for example, shown picnicking, camping, at the beach, park, backyard, etc. Utility is tied directly into building the value proposition, whereby a consumer can justify spending more money for an As-Seen-on-TV item because it will have so many varied uses.
- 4. Another component of the value proposition is to add sweeteners, which are extra items that are included if the consumer orders the product. Again, with the addition of items (such as two products for the price of one), the consumer can construct a rationale for justifying a specific price in their own mind. In some cases, a sweetener is offered as a "free gift," in the instance that the purchaser wants to take advantage of any money-back guarantee. In reality, the "yours-to-keep" gift is a way of neutralizing the objection a consumer may have about paying shipping and handling regardless of whether they desire the product or not after receiving it.
- 5. Creating a sense of urgency through means such as exclusivity, scarcity or a window of time to encourage immediate response. While "exclusive TV offer" is the most common nomenclature used here, limited quantities or a limited time offer symbolized by a countdown clock are other ways to inspire action.
- 6. Testimonials that extol the virtues of the product or service are used to add dimension to benefit claims. A human touch is used to instill enthusiasm, overcome objections and provide further evidence that what is being claimed is true. Such testimonials are used more often in two-minute commercials simply because there is time to include them.
You Can Always Get What You 'Want'
DRTV spots that appeal to consumers' "wants" contain many of the same elements as "need"-based offers, except they are not really solving a problem per se. In the case of "want" commercials, a compelling and often emotional appeal is made to inspire desire in the hearts of consumers.
These commercials appeal to people's basic desires for wish fulfillment by tugging on a memory or giving consumers a vision of a better life. For example, many of the record collections that are offered in short-form DR - whether they are for the Big Band era or The Rolling Stones - tap feelings of nostalgia among their target consumers. They remind viewers of their lost youth and then make a compelling argument as to why or how a particular collection is definitive and will bring about good feelings and will lead to great satisfaction. Similarly, many diet or herbal enhancement products portray users whose lives are transformed and improved both physically and mentally.
 Bissell demonstrates an easy-to-use vacuum cleaner with no camera tricks involved. |
Call to Order
In any of the scenarios described above, as the appeal to consumers is being made, a toll-free number and/or Web address will appear as early as 15 seconds into the spot. While specific pricing information may not be revealed yet, the phone number and URL serve as a prompt to consumers that this is a direct-to-consumer TV offer, and they should get their pad and pen ready.
It is advisable to reveal pricing information later, after the case has been fully built, because one or more of the elements described above may be the thing that tips a consumer into the "yes" column. Pricing, if revealed too early, may discourage or turn away a consumer who otherwise would have considered buying your product. Yet once your case has been fully realized and the proper mix of "proof" provided, it's time to ask for the order.
This is where the consumer receives all the information they need, including price, forms of payment and full contact information, in order to purchase the product. This order information - often referred to as a "slate" - can consume 15 to 30 seconds of a spot. Toll-free numbers and Web addresses should be called out by the voiceover announcer as well as appear visually in an easy-to-read manner so that the consumer has every opportunity, whether visually or aurally, to capture the necessary order information.
Not every DR spot asks for the order outright. In the case of lead-generation spots, an opportunity to obtain some additional key information is used as a means of initiating a dialogue between consumer and marketer. Two examples are a free insurance quote or free videotape that describes a considered purchase fitness product in more detail. These types of programs rely on a two-step model, where there is some additional outreach either to or by the consumer required to close the sale.
Given all of the common ingredients described above, one can see how constructing DR spots effectively is both a science and an art - call it alchemy - that is neither foolproof nor a blank slate. True creativity comes in combining the right product, offer and messaging into a communication that stands out from the crowd, hits home with consumers, and translates into robust sales.
Next month: The Basic Elements of Home Shopping
