Atomic Direct, LTD

Tech Needs TV

The Yell & Sell Approach to DRTV Decreases Retail Impact.

Posted by Doug Garnett January - 20 - 2011 - Thursday

There’s no myth I hate more than the idea that DRTV’s primary role for companies is driving direct sales. Yes, I know DRTV stands for “Direct Response Television” and that we put “direct” into the medium’s title. But while DRTV is direct, it’s also much, much more.

Today, DRTV’s roles for companies covers a wide range of brand and sales objectives — roles that are critical for those companies strategic success. In delivering on these objectives, direct sales or direct responses are typically critical, but they are often only one part of the total picture.

For example, when a product hits the air and is at retail simultaneously, between 7 and 20 units are sold at retail for every single unit sold directly to consumers. DRTV’s biggest profit opportunity is at retail. But many yell & sell practitioners haven’t really worked this reality into their thinking.

When you stick with the 1980′s format for DRTV (like many still do), you make driving direct sales into your sole goal. But there is clear evidence that these approaches DECREASE retail sales dramatically. In other words, pulling out all the stops to get every last possible direct sale appears to drive away more retail consumers than it gains in direct sales.

Read my latest article in Response Magazine for more thoughts about the balance of direct and retail sales – two of Atomic’s Six Degree’s for Maximum DRTV Impact. Then watch for two more articles this year to cover the remaining 4 degrees.

While you’re there, check out what Response’s Editorial Board (including yours truly) says about the last 25 years and next 25 years for DRTV.

Copyright 2011 – Doug Garnett

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Doug Garnett, DRTV and Technology Industry Expert

Doug Garnett is founder and CEO of DRTV agency Atomic Direct and a leading expert on innovative uses of DRTV, infomercials and other in-depth TV and non-TV messages to build brand and drive sales.

Doug has been working in and around the technology field for 27 years. After starting in aerospace, he spent 5 years selling and marketing supercomputers. Since shifting to advertising, his clients have included AT&T, IBM, Apple, Disney Mobile, Ugobe, Presto, and Netpliance.

Doug sits on the editorial board of Response Magazine, is an adjunct professor of general advertising at Portland State University, and is a member of the Jordan-Whitney Greensheet Panel.

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