DIRECT
RESPONSE TV
A traditional channel
used in a new way
GENERATE LEADS, SALES AND DONATIONS DIRECTLY WITH YOUR TV SPOTS
DRTV (Direct Response TV) is the marketing strategy that, through scheduled ads on regular TV channels, prompts the viewer to take immediate action: a donation, a purchase, a request for information... via a phone call or by visiting a website.
We were the first to bring DRTV techniques to Italy, adapting the Anglo-Saxon market experience to the Italian one. Today, we offer our clients unique know-how and an exclusive analysis platform that allows monitoring the TV investment results day by day, analyzing in detail the performance of each individual channel.
THE KEYS TO SUCCESS
CREATIVITY
The DRTV spot is created ad hoc: it doesn't have to be remembered but must push for immediate action: subject, editing rhythm, supers, action... everything is designed with a direct key in mind!
PLANNING
Planning seeks maximum effectiveness rather than visibility: Auditel data and GRP are the starting points, then constant tuning is needed to improve performance based on real results.
TEST
A pre-campaign test with a contained budget reduces risks, but only with an accurate matrix we can obtained significant data on the effectiveness of creativity, offer, and planning.
TRACKING
An accurate tracking system is essential to acquire the evidence emerging first from tests and then from campaigns.
ANALYSIS
Continuous data mining activity relates campaign-specific data with Auditel data and spot costs, identifying the most performing solutions.
MULTICHANNEL
Today, most people respond to a TV spot with a web search: we coordinate social media, Google campaigns, landing pages with the DRTV campaign to optimize the result.