Best Practices. DRTV Creative.
When thinking about Direct Response TV creative, the first thing we all need to do is throw out preconceived notions. Loud spokespeople. Gimmicky gadgets. Pushy offers. Sure, that can be a DRTV approach, but in reality, there are a variety of creative ways to inspire consumer action.
DRTV creative is really anything that gets someone to do something when they see your ad. Something more than a smile, or a laugh, or a nod. However, crafting an engaging, compelling, response-generating message is harder than it sounds. Everything from the ad’s big idea to the visuals to the copy must work together to motivate a consumer into taking that next step. In our experience, here are four keys to creating successful DRTV commercials:
1. Establish the proposition. If halfway through your DRTV spot the audience is still trying to figure out what you're talking about, you're toast. Instead of building and building to a big reveal, as is the case with many branding ads, clearly present your brand's proposition at the outset.
2. Build value. Your potential customer starts as simply a viewer. Don't assume that they'll see the inherent value in what you're offering. You need to give them a good reason to take the time and effort to respond to your commercial. From the very first second, begin to build value so that, when you ask them to take action, you've made it worth their while. DRTV success is built upon viewers having enough understanding of your brand to feel compelled to act.
3. Ask for the response. Never assume everyone wants to come to your party. Don't just extend an invitation - make sure to clearly state, more than once, that you'd really like them to come to your party, where it is, how to get there, and what to bring. Don't be apologetic. Make sure you clearly explain how to respond, and then remind them again. Don't be shy. But don't be a jerk. It’s an invitation, not a command. DRTV creative should also test different response tactics, incentives and messaging.
4. Be clear. Don't muddy up your message with fanciful language. (This, too, is harder than it sounds.) While we all can love and appreciate the words of a Walt Whitman or James Joyce, expecting viewers to make the effort to decipher a beautifully worded, somewhat perplexing sentence during a commercial interruption, will likely lead to disappointment. Related: if it sounds like lawyer-speak, better to just leave it out altogether.
A successful DRTV spot needs to be structured properly, it needs to build to the sale, and it needs to leave little to the imagination. And even in this evolving world of TV and video media breakthroughs, the basic principles of DRTV are still as relevant as ever; you can see them at work in ads on Linear TV, CTV, Facebook, YouTube and other digital video.
To hear more about our creative approach, contact us here.