Archive for the ‘drtv’ Category

How Search Media Buying Marketers Can Evolve into Consumer Conversationalists

Wednesday, March 14th, 2007

It is not enough to acknowledge change. We are living in sink-or-swim times where learning to swim requires a deep understanding of what has changed, as well as a tactical plan for succeeding in the new environment.

Many media buying marketers are devising strategies (for better of worse) that leverage the social nature of the Internet. Much to my surprise, it appears that many paid search engine marketers are not as quick to embrace “the conversation” as fellow marketers operating in other interactive channels. The abundance of irrelevant and untimely paid search results makes it apparent that many search marketers rely heavily on automated tools to control much of their search processes. While many of the automated tools on the market provide the search marketer with tremendous value, it is apparent (when analyzing a paid search results page) that these tools leave some marketers in a complacent state.

The result is that media buying marketers are missing many opportunities and leaving money on the table. This complacent nature can be dangerous. Search is a conversation, and conversations require two parties; a keyword (the query) and either paid or natural results (the answer). If a marketer does not learn to actively listen to consumer questions in real-time, she will inevitably be left out of many conversations.

source: adotas

Koeppel Direct is handling media buying for the Columbia House TV on DVD campaign

Thursday, March 8th, 2007

Specialty Catalog Corp. is launching a new direct response television campaign created by Northern Lights Direct Response Television. The 60-second spot promotes Especially Yours, a mail order catalog that offers stylish and versatile wigs, hairpieces, weaves and extensions for African American women, including designs by celebrities Star Jones, Diahann Carroll and Naomi Sims. The campaign is set to rollout this month in the United States on channels like BET, BET J, Black Family Channel, TV One and WB100. Gotham Direct, New York, handles media buying.

Williams Worldwide Television announced the global launch of Dr. Grosso?s Back Relief Belt, a custom lumbar support that utilizes a hidden pump to create exactly the support level you need. In the upcoming weeks, Back Relief Belt will be available for purchase to TV audiences across Europe, Asia, the Middle East and Latin America.

USN Corporation announced a new partnership with Interactive Television Networks Inc. (ITVN), an Internet Protocol television (IPTV) company. The partnership adds USN’s “Ultimate Shopping Network” to ITVN’s current content offerings, which makes USN one of the early home television shopping networks to sell products to consumers through instantaneous remote control purchase. USN will provide a variety of unique interactive options. Consumers will be able to watch a USN show or product demonstration at their leisure and instantly and securely purchase a featured item with the “Buy It Now” key on the ITVN remote. Consumers will also be able to request more product information through their TV or e-mail, see demonstrations of other products and be introduced to similar products based on their purchase history. USN will be available in July, as part of ITVN’s basic Entertainment Plus bundle.

Northern Lights Direct Response Television and Columbia House have completed production of a new DRTV campaign to promote the Columbia House TV on DVD club. TV on DVD is a rapidly growing category capturing close to 15 percent of the total DVD market. The new DRTV campaign was designed to highlight Columbia House’s Science Fiction and Family Classics television series on DVD. Koeppel Direct, Dallas, TX, is handling media buying for the Columbia House TV on DVD campaign.

Build Your Brand, Build Your Business

Friday, March 2nd, 2007

Entrepreneurs and business executives always strive to gain a competitive advantage in the marketplace. They want to outsell the competition, be known as a solutions provider to customers, and have those in their field perceive them as the market leader. Those are certainly lofty and admirable goals, but are they achievable? Yes! The secret is to create a brand for your company that gives you “top of mind awareness” to all who think about your industry, product or service.

The fact is that to be successful, you want to be the first name or brand people think of when they need the particular product or service you offer. The best way to ensure consumers think of your product or service for their needs first is through strategic and effective media buying and branding initiative.

What exactly is branding? Many definitions exist. In its simplest form, branding is a process you can use to differentiate your business from competitors. This is important, because unless customers view you or your company as somehow different than competitors, you will become nothing more than a commodity. And we all know that commodities rarely stand out in people’s minds.

Building a brand is not always easy, nor is it an exact science. In fact, what works for one company many not work for another. However, following are some strategies that will enable you to begin creating a brand that stands apart from the competition. That’s when you’ll experience the rewards of increased name recognition and higher profits.

Start Branding Your Company Today

Many people mistakenly think they can only brand their business after it reaches a certain dollar revenue or length of time in the marketplace. Nothing could be further from the truth. If your company is in the startup phase, you may not have the funds to invest in branding, but you still must do it. Start the branding process from day one, even if you have to start small. The earlier you start, the better your results will be.

Tuesday, February 27th, 2007

check out the media buyer swicki at eurekster.com

Media Buyers Market to Attorneys

Monday, February 26th, 2007

For the more than 1.1 million practicing lawyers in the U.S., ramping up their business savvy is the No. 1 priority, according to leading legal publisher ALM.

“Increasingly, law firms-particularly the larger firms-are recognizing the need to bring in outside, nonlegal managers to help run the business side of their practices,” said Kevin Vermeulen, VP-group publisher at ALM.

Business development investment by law firms includes such expenditures as customer relationship management software, competitive intelligence and knowledge management tools and services, Vermeulen said.

In addition, legal services are a rapidly growing area, said John Bigay, VP-marketing and programming for Captivate Network, a media company that helps media buyers reach lawyers and other office workers via video stations in office building elevators. “For example, lawyers have used LexisNexis for years, but now RFP and database software are making inroads at law firms. These software tools are designed to help in the search for clients.”

Professional managers-those who oversee business development and other administrative functions at larger law firms-are very receptive to targeted messages, Vermeulen said. “However … law firm partners, through committees or managing boards, remain the ultimate decision-makers on many major purchasing decisions,” he said.

The best way to establish a long-term relationship with a law firm is to focus your efforts on the administrative staff, said Peter Koeppel, president of media buying agency Koeppel Direct. “They’re the ones who open up the doors,” he said. “After those doors have been opened, you can target individual partners directly.”

Peter Koeppel is Founder and President of Koeppel Direct

DRTV Media Buying Targeting Baby Boomers

Friday, February 23rd, 2007

There are 78 million baby boomers and they represent over 27% of the U.S. population, make up 46 million households and have a combined estimated spending power of $1 trillion a year according to Business Week and Time. Those are numbers that any savvy media buyer cannot ignore. There are many misconceptions about boomers, so understanding more about this generation is critical, since they represent such an important segment of the population.

Boomers were born between 1946 and 1964 and half are 50 or over and they start turning 60 this year. Now that the average life expectancy of Americans is over 77 years, many now think of 50 as a time to restart their lives. Boomers over 50 are not anxious to retire. Fewer than 20% see themselves as totally stopping work and 81% of boomers expect to keep working past 65, according to a recent Merrill Lynch & Co. survey. Many plan on starting a new career, such as a home based business or working as a consultant in their field.

Until recently, many advertisers and media buying experts felt that the over 50 market was not worth pursuing. They focused on the 18-49 year old marketplace. Now many are beginning to realize the spending power of boomers. They also are realizing that boomers are experimenters and are not locked into specific brands. In fact, they are more willing to switch brands than other segments of the population.
Peter Koeppel is Founder and President of Koeppel Direct

Trends that will define DRTV media buying

Thursday, February 22nd, 2007

Direct response television (DRTV) media buying is anticipated to pull down about $150.1 billion in sales in 2005, according to “U.S. Direct Marketing Today: Economic Impact,” the Direct Marketing Association’s recently released study of the nation’s direct marketing landscape. Conducted with support from forecasting firm Global Insight, the study also predicts a compounded annual growth rate of 6.4 percent for direct response TV ad expenditures between 2005 and 2009; in this same time period, compounded annual sales growth is projected at the same 6.4 percent rate.

Compared to direct mail’s expected ad expenditure growth rate (5.3 percent), direct response TV is gaining ground as a more valuable lead-generation and sales channel. But when stacked up against both the ad spend and sales growth rates for Internet marketing (18.3 percent/12.6 percent) and e-mail marketing (19 percent/12.6 percent), DRTV still is working to find its place in the direct response marketer’s media mix. A few challenges to continued growth are the increasing adoption of technologies that allow viewers to skip commercials and the intricacy of finding cost-effective air time.

What factors are affecting available inventory and media costs for DRTV marketers?
During the fourth quarter, short-form rates typically increase when retailers and brand advertisers selling holiday items buy up inventory at higher rates to meet sales goals during this key sales period. This tends to decrease lower cost inventory available for direct response TV media buyers and increases direct response TV rates.

This year the rate increases for short form are similar to last year on a national level. Since there were not many local elections this year, and with car dealers cutting back on advertising due to slumping sales, local broadcast TV rates stayed reasonable in the fourth quarter.

With direct response TV short-form media buying, it’s a tricky balancing act between securing the lowest rates and attaining a reasonable level of clearance. If you submit rates that are too low, your clearance could be low, and if your rates are too high, your show might not pay out. Good DRTV media buyers know how to balance these two aspects of their media buys to optimize results.

Infomercial rates did not increase much from the third to the fourth quarter, so we have seen improved response, which translates into a more profitable ROI for our clients.

Peter Koeppel is Founder and President of Koeppel Direct

Biggest Media Buying Marketing Mistakes

Friday, February 16th, 2007

Have you noticed a slump in your drtv sales? Are you having trouble establishing your new business in the drtv marketplace? Or maybe you’re established, but you just can’t seem to get the word out about your new product? If these situations sound familiar, then your media buying may be to blame.
Mistake #1: Not Clearly Defining the Product Benefits

The highly competitive drtv marketplace is constantly changing and offering consumers more and more choices. For example, if you need laundry detergent, you have a whole aisle of different brands to choose from. So how do you base your decision? Something has to get your attention to make you choose one brand over another. And you need to create this differentiation in your product as well.

Defining the unique selling proposition for your drtv product will help your target audience differentiate it from your competitors. Then work this uniqueness into your marketing plan and strategy to reach the specific audience who will buy your product.

Mistake #2: Not Diversifying Your Media Buying Mix

At one time, you could advertise on the three big television networks and reach eighty percent of the population. But now viewers have hundreds of different networks and channels to choose from just on television. Plus consumers can choose from satellite or cable television, print, radio, satellite radio, and the internet. Media buying today is very fragmented, so you need to reach your audience through more than one outlet.

Mistake #3: Not Understanding the Lifetime Value of a Customer

If you can earn a customer and keep him or her for life, then the value of that customer multiplies. For example, imagine you sell cars. If you have a customer who spends $10,000 a year to drive one of your cars, then over the lifetime of the relationship that customer will have given you $200,000. So what is it worth to earn that customer’s business? If you spend ten percent, or $20,000, to get the customer’s business, you’ll earn a ten to one return on your investment.

Avoiding Marketing Mistakes in the Future

Media buying is critical to the success of every business. Unfortunately, many businesses discount the effect it can have, and they forego their marketing efforts for other activities. Or they make one or more of these mistakes, and their marketing efforts become ineffective. Perhaps this is why nine out of ten businesses end in failure.

But your business doesn’t have to be one of the nine that doesn’t succeed. When you avoid the ten biggest mistakes, you can market your business successfully and increase your bottom line as a result with the right media buyer.

Peter Koeppel is Founder and President of Koeppel Direct

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