Infomercial Media Buying For The Professional
Direct Response Marketer

Register for our next media-focused course, Winning the Media Game. Along with comprehensive training in DRTV campaign management, marketers can learn some of the best practices of managing and buying media for DRTV in this three-day intensive training. 
• October 21-23, 2009 -- New York City, NY
Call 512-301-5900 or email courses@directresponseacademy.com for more information, or to request your registration form. Cost: $1880
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What a combination! A great product completely described and a special promotional offer worth taking advantage of right now, instead of a consumer walking into a store, asking a salesperson (who knows almost nothing about your product) why this is such a good product, watching the same salesperson fumbling around for five minutes to figure out one benefit which is not even necessarily the unique benefit of your product, only to see the customer look at something else.

The direct response marketing way gives you a very intimate setting, (in their living room), to have that very best spokesperson explain the uniqueness and benefit your product offers.

Direct Response Marketing is powerful!

If you have done the creative side well, then it’s up to your media buyer to get this offer to your target demographic.

Not!

It’s up to your media buyer to get this offer to people who will pick up the phone, call, and buy! This is not general advertising and the entire approach to media is very different. Direct Response Media buying is usually purchased by a direct response media buying agency, not a general ad media buying agency or the media buying division of a big general ad agency.

In fact the big agencies are all scrambling to put into place direct response divisions so they won't miss out on this phenomenon that has been going on for the last 15 years. Sales people at the media buying outlets are mostly different for direct response buys than for general rate advertising.

And…

When anyone goes to the direct response sales person at a media outlet with a new campaign, if the sales person senses that person's inexperience, the prices go up immediately! That is the nature of direct response media buying.

A DR agency once wanted to compare its rates with general ad rates. In order to do that, they hired a consultant from the general ad industry, and gave her a schedule to price out. Three days later when that person came back with the rates, the DR agency was in disbelief when the general ad rates were 85% higher than the DR rates.

85% HIGHER!

Let me give you the real numbers to avoid confusion. The general rate consultant came in with 30 different airings for a total of $ 42,500.00. This included National Cable Purchases as well as local broadcast stations.

The DR agency had already purchased the same exact schedule for $ 6,375. This was unbelievable and in fact no one believed it! Except one woman at the DR agency who worked in general rate advertising for 15 years. She insisted it was pretty close. The study was performed again with only 20 airings all completely different and the results came out only slightly different. Only 2% different.

Who will buy your media is one of the three most important questions to be answered in a direct response campaign.

Quite frankly that is just the beginning. You know the saying well begun is half done. So, if you already have an agency, then you are only half done. And the next half will be the difference between success and failure.

Our Direct Response media management course is critical for anyone embarking on a Direct Response campaign. Our “Winning the Media Game” course will teach you:

· The parameters experienced direct marketers evaluate when choosing an agency;
· The techniques to get the best results from your agency;
· How to get your agency to micromanage your account instead of you;
· How to turn your agency around if you think they could be performing better.

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