In fact, TV offers direct mail practitioners two critical benefits. First, its communication power is unequalled. So when you need to break through in your communication, television is often the best option. Television is also unique in "reaching out" to consumers by introducing them to products they'd never considered before.
TV Doesn't Have to Be On-Air to Have Impact
Let me be clear that all forms of television are helpful for direct mail — on-air, in the mail and online. Even niche categories can benefit from the unique TV opportunity.
For example, the mailed DVD can have more impact than its online counterpart. Why? In part, online transmission typically loses more than half of TV's communication power. Online transmission fails too often. But perhaps even more importantly, a DVD is a physical item that carries your message merely by its existence.
In a recent B-to-B campaign, Graham Medical used our TV to help introduce the MegaMover Transport Chair, a compact, disposable patient transporter for paramedics (Archive code #397-717841-0905; see thumbnails below). Potential purchasers were sent a DVD, a trial offer and directed to distributors. The DVD not only got their attention, but the DVD was passed to the approval chain — usually safety committees. Because these committees had physical DVDs, they saw more persuasive TV and viewed it in a more persuasive environment — as a team.
On-Air Lead Generation ... Let People Sign Up to Be on Your List
When your market is big enough for broadcast, lead generation with direct response TV is very effective. Our clients at System Pavers, who create custom paving stone driveways, and White's Electronics, famous for metal detectors, use TV in this role. In both these campaigns, TV "reaches out" to new people — people who would never be reached effectively with lists.
Why? In part because relaxing in their living rooms, viewer minds are more open to new ideas. And by letting the viewer call for a brochure or consultation, these companies put their consumers in control and their ensuing direct mail is more likely to be read.
All Your Television Should Be Online
Any TV you create should also be used online. But, there are some critical lessons about online video that the broad market has yet to learn. Importantly, despite "viral video" hype, online TV can't live by itself. If it's to be effective, you have to drive viewership through your website, mail, email, PR and other campaigns.
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