VIDEO: The Cesari Direct Approach

“I look forward to bringing another product to Cesari Direct for a future DRTV production.”
Denise Kovac
President, Multi Channel Solutions (Former President Thane Distribution Group)

DRTV Fit Test

New Product Launch

We can “jump-start” the process of determining if your product or service will work with the DRTV campaign model with a simple phone call. Cesari Direct can provide the education and financial proforma analysis to assist you with the decision to utilize DRTV.   The result is a risk-reward analysis providing you with the best chance of an informed decision.

The attributes of the ideal DRTV product:

1. It solves a problem — The best selling products on DRTV campaigns solve an immediate problem for the user providing an immediate improvement to the consumer’s quality of life. 
2. It has mass appeal — With literally thousands of people from all walks of life watching your show, the wider your target audience, the better. 
3. Is easy to demonstrate — Showcasing the product or service features and benefits combined with educating the viewer on how to use the product or service builds the foundation of an intriguing and compelling show.
4. Represents great value for the price — a high integrity product presented with a compelling, irresistible offer motivates viewers to pick up the phone and order.
5. Already has retail sales or strong potential for it — DRTV campaigns work as an “engine” that can drive retail business.  Consider that for every direct order from the show, most likely there can be 2-3 sales of your product at retail!
6. Has good upsell or backend potential — A strong suite of upsell products might include additional product lines or continuity programs.  These backend opportunities can generate additional revenues sometimes making the difference between a moderately successful campaign and a huge hit!  

Existing Brands

A traditional advertising to direct response advertising comparison is done to identify the key benefits of a DRTV campaign to further build the brand through direct to consumer sales. 

The attributes of a brand support campaign:

1. It revives flat-lined sales — If your retail sales need a boost, consider the benefits of a long form (28:30) show to educate consumers about your product or service.  If you are trying to drive more traffic to an information site, consider a short form lead generator to drive calls and click-through activity.  Either way, with the benefits of measured response, our clients benefit from more efficient spending than what traditional advertising offers.
2. It drives other marketing channels — If you already have marketing efforts in other channels, consider direct response to support those channels by increasing viewership with less expensive media time. 
3. The power of the half-hour — Traditional advertising is generally limited to :30, :60 and :120 spots.  Direct response is the only way to gain access to a half-hour to educate consumers and simultaneously direct consumers to your website.
4. New Products for a well-known brand — What better way to sell your new innovation than to leverage current brand equity!  Use direct response to demonstrate the features and benefits of your new product or service while concurrently boosting awareness of your existing brand.