Media Planning And Buying Colorado

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LEADS ONLY

There are three practical reasons why you may prefer to produce a lead generating campaign as opposed to a sales generating one:

PRODUCT FEATURES ARE TOO COMPLICATED. If the uses of your product cannot be described in a simple, entertaining manner, you will have serious problems with a sales generation DRTV campaign.

SEVERAL MODELS. If your product line contains a variety of models that may confuse the viewer, you're better off sending follow-up sales material that distinguishes the features of each model.

COSTS OVER $100. This Guide is more concerned with the rule rather than with the few exceptions to the rule. If you can sell a $500 item with as sales generation infomercial or one minute DRTV spot, for it. You are special; you deserve to be a millionaire. But you are an exception to the general rule that a DRTV product should cost no more than $100. (One exception to the rule is offering an installment payment plan. We'll tell you more about that later.)

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