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Published Content

 

“How Direct Response TV Builds Brand Equity and Sells Products and Services”

Published in the Journal of Brand Strategy, our groundbreaking peer-reviewed article details role of branding in direct response commercials.

Dozens of illustrated examples highlight our best-practices combination of direct response and branding.

For a wide range of companies, DRTV has not only sold products successfully online and at retail outlets, but has actively contributed to brand equity. This is due in large part to a new breed of DRTV that combines high production values, subtle selling and other brand-enhancing tactics across the commercial production, the media purchased and online supporting tactics such as paid search engine marketing. In this paper, brand owners will learn about:

  • Popular misconceptions about DRTV
  • The two major production-related categories of DRTV
  • Top-level ways DRTV builds brand equity
  • DRTV as the consummate storyteller
  • How brand values translate to DRTV
  • Specific tactics to enhance brands in all aspects of the DRTV campaign
  • The future of DRTV

Email Linda Chaney for a free copy.


Are You Aware? DRTV-Driven Search

Marketing Executives

Here in the digital age, consumers watch traditional TV with laptops, tablets and smart phones in hand, ready to react to programming polls via text and web, as well as commercials.

Read article on The Agency post | Download Full Article


DRTV Campaign Burnout Can Be Reversed With a Strategic Turnaround Plan

Marketing Executives

Your short-form or infomercial appears to have run its’ course. It’s been gradually waning and the end of the line appears near. Time to move on to the next product, right?

Read article on Marketing Executives | Download Full Article


Customer Acquisition Chain Link 8: Mobile

Target Marketing

Do you have any broken links in your customer acquisition chain? Eighth part in a 10-part series.

Read article on Target Marketing


DRTV DERAILERS eBook - Part 2 of 13

MediaBizBloggers

After reviewing hundreds of landing pages, web sites and micro-sites for DRTV products over the years, I've concluded that there's nothing as important as having a well-designed site that converts. I've seen too many sites that:

Read article on MediaBizBloggers | Download eBook acquirgy


Customer Acquisition Chain Link 7: How 7 Display Ads Convert Their Clicks

Target Marketing

Do you have any broken links in your customer acquisition chain? Seventh part in a 10-part series.

Read article on Target Marketing


DRTV DERAILERS eBook - Part 1 of 13

MediaBizBloggers

The Internet has turned out to be both a blessing and a curse. Lower transaction costs and better consumer experiences. But also, a constant wave of options involving new technologies and tactics you need to master as a DRTV marketer.

Read article on MediaBizBloggers | Download eBook acquirgy


Customer Acquisition Chain Link 6: Landing Pages and SEO for DRTV Campaigns

Target Marketing

Do you have any broken links in your customer acquisition chain? Sixth part in a 10-part series.

Read article on Target Marketing


DRTV + SEM: PERFECT TOGETHER

Target Marketing

This unique graphic representation shows how Direct Response TV and Search Engine Marketing are a match made in heaven.

Read article on Target Marketing | Download Infographic


Customer Acquisition Chain Link 5: Landing Pages and SEO for DRTV Campaigns

Target Marketing

Do you have any broken links in your customer acquisition chain? Fifth part in a 10-part series.

Read article on Target Marketing


Customer Acquisition Chain Link 4: Catalog to Online

Target Marketing

Do you have any broken links in your customer acquisition chain? Fourth part in a 10-part series.

Read article on Target Marketing


THE 7-7-7 PLAN FOR DRTV ADVERTISERS, PART II.

Electronic Retailer

Ninety percent of the top infomercial websites (as well as almost every other DRTV website) could be doing a lot more to tap into the power of video.

Read article on Electronic Retailer Magazine


Customer Acquisition Chain Link 3: Direct Mail to Online

Target Marketing

Do you have any broken links in your customer acquisition chain? Third part in a 10-part series.

Read article on Target Marketing


Customer Acquisition Chain Link 2: Print to Online

Target Marketing

Do you have any broken links in your customer acquisition chain? Second part in a 10-part series.

Read article on Target Marketing


THE 7-7-7 PLAN FOR DRTV ADVERTISERS, PART II.

Electronic Retailer

We live in the age of online video. Consumers consume video online at a staggering rate, with 180 million Americans viewing video online in a single month. If a picture is worth 1,000 words, then well-done video must be worth 10,000 words.

Read article on Electronic Retailer Magazine


10 Links in the Customer Acquisition Chain: Do You Have Broken Links?

MediaBizBloggers

Do you have any broken links in your customer acquisition chain? First in a 10-part series.

Read article on Target Marketing


4 Technologies That Will Impact DRTV Advertisers

Electronic Retailer

We’ve all been hearing about emerging technologies, platforms, hardware and software for years, but according to Simon Applebaum, who’s been covering the evolution of TV since 1980, there are four major areas to watch closely in 2012.

Read article on Electronic Retailer Magazine


THE 7-7-7 PLAN FOR DRTV ADVERTISERS, PART I.

Electronic Retailer

We show you 7 ways to use video on your web site to enhance conversions. Instead of boring text and static photos, put video to work.

Read article on Electronic Retailer Magazine


Is Your Online Shopping Cart Killing a Great DRTV Program?

Response Magazine

I saw a very compelling DRTV commercial recently. I went online to order it. I was so confused by the shopping cart, and it took forever to get through, that I abandoned and threw up my hands in frustration. And I’m a tech savvy experienced web user to boot.

Read article on Response Magazine | Download Full Article


February DRTV STATWATCH:

Electronic Retailer

Video testimonials and product videos increase conversions 20% to 95% 

Read article on Electronic Retailer Magazine


January DRTV STATWATCH:

Electronic Retailer

60% of TV audiences regularly surf the web while watching their favorite shows 

Read article on Electronic Retailer Magazine


How Direct Response TV “Raises All Boats”

MediaBizBloggers

If you’ve ever been at a marina when the tide comes in, you’ll see the incoming surge of water raise all the boats, regardless of size. Think of the surging water as Direct Response TV (DRTV) and the boats are other advertising tactics and channels, such as print, search, banners, direct mail, retail, etc.

Read article on MediaBizBloggers | Read article on acquirgy


Why Retailers Love “As Seen On TV“ Products

Direct Marketing News

Manufacturers who have consumer products we talk with often ask us “aren’t retailers annoyed when a manufacturer runs an infomercial and sells direct-to-consumer (DTC)?” Our answer is always a resounding “no” followed by an extensive explanation. Here are the highlights: 

Read article on MediaBizBloggers | Read article on acquirgy


Miles Kimball Embraces “Proactive Innovation” Online: 2 Tactics That Worked

Direct Marketing News

The Miles Kimball flagship catalog has long been synonymous with tradition, having been around for almost 75 years. While it’s easy to remain in a comfort zone, and do things the way they’ve always been done, the company, in tandem with its online customer and search agency, acquirgy, has been very innovative and forward-thinking in its online program. This article summarizes two proactive SEM initiatives that Miles Kimball and its stable of properties has been testing.

Read article on MultiChannel Merchant | Read article on acquirgy


Are You Embracing Second Chance Marketing?

Direct Marketing News

Right now, “retargeting” is a hot topic in online acquisition circles. And we’ve seen very good results with our clients in this area. We’ve also toyed with “abandonment popups” and other methods to reach consumers who have been to our clients’ websites. And email has been used for a very long time to nurture prospects and convert them to buyers.

Read article on Marketing Executives Group | Read article on acquirgy


Are You Dealing With The Reasons Why Consumers Shop Online vs. In Stores?

MediaBizBloggers

If you’re an online etailer or a traditional store or both, you’ve got to address a litany of reasons why consumers prefer shopping online vs. in stores. If you’re an etailer, it means capitalizing on these reasons. If you have a store, it means combating them. Either way, they can’t be ignored.

Read article on MediaBizBloggers | Read article on acquirgy


Google’s Paid Ad Position Changes Will Have a Major Impact on Direct Marketers

Direct Marketing News

Google's paid ads: What will the impact be for marketers? Dorothy Weaver, VP of digital marketing services at Acquirgy, and Tej Shah, VP of e-commerce and marketing at Blue Soda Promo, weigh in.

Read article on DMNews | Read article on acquirgy


Tracking DRTV Orders Leads to Smarter Media Placements

Direct Marketing News

With 300-plus direct response TV campaigns under our belt and more than 15 years of experience in online customer acquisition, I believe there's nothing more important than wrapping one's head around the critical roles of websites and search in DRTV campaigns. They are all so tightly intertwined and as a result impact your DRTV media planning and buying in a major way. 


Read article on Direct Marketing News | Read article on acquirgy


It’s Time To Change Your DRTV Mindset

MediaBizBloggers

What do Ginsu Knives, Pocket Fisherman, Power Juicers, Thighmaster, Woks and “Stop The Insanity” have in common? They are the “old school” of infomercials and short-forms, popular last century and, quite honestly, their late night country fair style of hawking has left a somewhat negative impression of our industry.

Read article on MediaBizBloggers | Read article on acquirgy


Are Excessive Shipping Costs Costing You Sales?

MediaBizBloggers

Here’s an online shopping experience that recently happened to me, one that is played out, mostly likely, millions of times every single day. And it’s costing etailers untold hundreds of millions per year in sales and profits. And it wreaks havoc with all of the acquisition campaigns – DRTV, search, display, social – where significant dollars are invested, only to be wasted when customers abandon their online shopping carts due to excessive S&H costs.

Read article on MediaBizBloggers | Read article on acquirgy


“We Do Fundraising and Friendraising” A Lesson From the Non-Profit Sector for Marketers

MediaBizBloggers

The other day I overheard a conversation between my wife (who heads up fundraising efforts at a regional medical center) and a potential donor. What captured my attention was the phrase she used to summarize her philosophy.

It’s a pretty nifty unique selling proposition and the more I thought about it, the more I realized it can apply to us capitalists selling products and services.

“We do fundraising and friendraising” pretty much says it all, and it presents both opportunities equally and succinctly. People she talks with can either give money or become friends of the hospital and see where that goes. Two good choices, ideal for someone ready to give or someone ready to learn more.

Read article on MediaBizBloggers | Read article on acquirgy


The Effect of Direct Response TV on Search Engine Marketing

MediaBizBloggers

If you don’t know how to properly allocate web orders from DRTV, you could be cancelling profitable DRTV media placements.

Read article on TargetMarketing | Read article on acquirgy


The Fine Art of Encouraging and Discouraging Clicks in Paid Search Copywriting

MediaBizBloggers

When it comes to SEM, you want to get as many people to click on your ad as possible, right?

Not so fast! The answer for most companies is a resounding “no” because the real objective is to get only those likely to convert to click on your search ad.

Read article on MediaBizBloggers | Read article on acquirgy


Happy Thanksbuying

MediaBizBloggers

First, have a great turkey day and enjoy time with family and/or friends.
 
But before you finish work this week, check out your thankyou page on your website, also called the confirmation page. It’s where you confirm the order and (hopefully) thank customers for buying – hence “thanksbuying” as the title of this article.
 

Read article on MediaBizBloggers | Read article on acquirgy


A Lesson From The Streets

MediaBizBloggers

My wife and I were in New York City this past weekend, and we stumbled upon the 3rd Avenue street fair, a collection of vendors selling a wide range of goods and purveyors of a wide range of foods.

Read article on MediaBizBloggers | Read article on acquirgy


The Internet is One Big Double-Edged Sword

MediaBizBloggers

It’s been some 15 years that I’ve been involved in online customer acquisition, having started my journey in 1996 in the “Wild West” days of the ‘Net. I’ve seen technologies and platforms come and go and have learned quite a bit about what works and what doesn’t.

Read article on MediaBizBloggers | Read article on acquirgy


Why All Marketers Need to Think Like Direct Marketers

MediaBizBloggers

In this day and age where CEOs are demanding that CMOs produce ROI-based results, and where customer acquisition is more important than ever, a marketer’s mindset may be in need of a tune-up.

Read article on MediaBizBloggers | Read article on acquirgy


Are You Paying For Consumers Who Go To Competitors’ Web Sites?

MediaBizBloggers

Right now, this minute, you could be spending on catalog and/or postal mail drops, DRTV commercials, print ads or any number of advertising tactics, and you could be losing potential customers to competitors on your dollar. Surely this is not something you want to hear, but it’s something you need to address.

Read article on MultiChannelMerchant | Read article on acquirgy


5 Reasons Why DRTV Is, And Always Will Be, The Most Dominant Direct Response Medium

MediaBizBloggers

Yes, liking, tweeting, Googling and stumbling get all the press these days. Yet Direct Response TV (DRTV) keeps on growing and growing and remains the #1 medium for many direct response marketers. While not appropriate for every product or service, DRTV has emerged as the workhorse, powering exponential growth and building brands in the process.

Read article on MediaBizBloggers | Read article on acquirgy


What is the Single Most Important Thing You Can Do to Grow Your Business in 2012 and Beyond?

MediaBizBloggers

Before I answer that question, humor me for a minute to give you an analogy. I’m a big NY Giants football fan, and every Sunday at our tailgate, I ask fellow Giants fans the same question: “What’s the single most important thing the Giants have to do to win today?”

Read article on MediaBizBloggers | Read article on acquirgy


Humanology: Do You Have The Right Balance?

MediaBizBloggers

 

We coined this word to describe the right balance between technology and people in our paid search practice. The thought practice behind this concept applies to just about every other technology that is out there.

Read article on MediaBizBloggers | Read article on acquirgy


How Steve Jobs Impacted My Life Every Day For 30+ Years

Back in the late 70’s to early 80’s when I was a young man, I owned a small ad agency. One of my accounts was the Stonehenge Computer store in Summit, NJ, and I fell in love with the Apple computers they sold. I ended up bartering ad services for my first Apple II, and wrote a handful of books about the impending “computer revolution” as I called it.

Read article on MultiChannelMerchant | Read article on acquirgy


A Slew of Marketing Stats Reveal Opportunities and Pitfalls for Direct Response

MediaBizBloggers

Today I came across Hubspot’s “100 Awesome Marketing Stats, Charts and Graphs,” and after reading it and circling all the ones that I feel are relevant to DR advertisers, I put everything aside to write this column. That’s how important I felt it is to opine on the current state of DR in the digital age.

Read article on MediaBizBloggers | Read article on acquirgy


SEM Survey Highlights Six Opportunities for Advertisers

MediaBizBloggers

Internet Retailer's SEM Survey (August, 2011) gives us numerous clues as to how paid search programs can be expanded, optimized and enhanced to produce more sales (or leads), revenues and profits. We analyzed 6 of these stats and have specific recommendations based on our experience.

Read article on MediaBizBloggers | Read article on acquirgy


Why Online Retargeting Programs Are Critical for Direct Response Marketers

MediaBizBloggers

Retargeting is one of those buzzwords that have been getting a lot of press over the last year. Done correctly, it can get a lot of online sales for direct response marketers, and maybe even turn a marginal campaign into a winner.

Read article on MediaBizBloggers | Read article on acquirgy


Four Ways Direct Marketers Can Use Mobile to Generate Sales



MediaBizBloggers

This "In The Trenches" missive has four ways direct marketers can tap into mobile. We've either tested or are planning to test all of them for our clients. We believe they will become staple response mechanisms alongside land-line phones, web sites and search.

Read article on MediaBizBloggers | Read article on acquirgy


What Do Successful Direct Marketers Have in Common with Championship NBA Basketball Teams?

MediaBizBloggers

The great NBA championship teams have a lot in common with our philosophy in terms of the design of acquisition programs for our clients. The basketball champions had two major superstars (Jordan and Pippen, Magic and Kareem, Bird and McHale to name a few) surrounded by a cast of role players -- future stars, rookies and specialists. Read this story to learn why this is such an important analogy for direct marketers.

Read article on MediaBizBlogger | Read article on acquirgy


Are DRTV Advertisers Paying for Consumers Who Go To Their Competitors' Web Sites?

Response Magazine

What if I told you that up to 70 percent of DRTV dollars are resulting in consumers going to competing Web sites? Would you believe it? Probably not, but that’s exactly what’s happening, and the solution is very simple and cost effective — yet complex to execute correctly.

Read article on Response Magazine | Download Full Article


Would You Cancel a Profitable DRTV Infomercial or Spot?

Response Magazine

Sound like a crazy question? Yes, but that’s exactly what can happen to DRTV media planners who are not aware of  what’s happening on their clients’ Web sites and in their search programs.

Read article on Response Magazine | Download Full Article


Pursuing Your Potential "Marketing Perfect Storm"

Response Magazine

There are many products and services that have the potential to become “marketing perfect storms” — hugely successful, scalable and highly profitable enterprises, just waiting to happen. With the right management of online and offline marketing tactics, exponential growth is very possible.

Read article on Response Magazine | Download Full Article


How to Contend With Coupon Sites and Codes

Multichannel Merchant

Some online retailers understand that their brands are being promoted on coupon sites and how that negatively impacts consumers searching on their brands. Others are aware of the associated problems with this practice but don’t know what to do about it.

Read article on MultiChannelMerchant | Download Full Article


 

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