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TWO-STEP CAMPAIGN

A lead generation DRTV spot or infomercial is always a prelude to direct mail campaign, hence the term two-step is applied to the use of a DRTV spot or infomercial to generate leads. The following usually takes place:

THE VIEWER CALLS. In a lead generation DRTV spot, you advertise a toll-free 800# for viewers to call to leave their name and address in order to get more information by mail. The calls are answered by live operators or by an automated voice-processing system.

YOU SEND SALES INFORMATION. Brochures, videos, or other forms of sales material are sent to induce the recipient to place an order. Example:NordicTrack sends an impressive combination of a video and a booklet of their product lines to people who respond to their DRTV spot.

DUAL-PURPOSE CAMPAIGNS

A lead generation infomercial is not the most efficient way to spend your advertising dollars.

Therefore, lead generation advertising should usually be in the form of standard-length DRTV spots, not infomercials. If you have already decided to use and infomercial, at least offer the viewers the opportunity to make a direct purchase. This will offset the costs of production and media.

If you do want to generate both actual sales and lead inquiries, be explicit about it. If you show only your 800 number order line, you may alienate people who want to call for additional information. On the other hand, if you ask for lead generation, you probably won't get any sales. If at all possible, have two telephone numbers: one for sales, one for inquiries.

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