For most products, we do not buy just pure DR times with ROS schedules. Do they have a place? Yes. But they also have problems. Clearance problems. Too often, advertisers are counting on direct response returns daily and are hearing the schedule did not clear or the schedule got bumped out.
You need to get this shored up quickly. You need systems and procedures in place to give you the best advantage for success in DR TV. You have product to move and people to pay and call center staff waiting by the phone and inventory to control. You had a budget because you wanted to spend the money ... and produce sales.
Our greatest success in direct response media buying is to: Build a successful model by testing; then expand. Test on smaller scale until all the pieces fit. Test in Spot Television Markets and smaller, well-targeted National Cable Networks.
Lay a base of paid position programming in carefully selected programs (by time period) to anchor the buy. Thorough research and win-win negotiating skills are needed in working with sales reps to achieve a balance between the most efficient buy and one that will air as planned. Many factors come into play: timing, inventory load demand, seasonality, negotiating experience, budget levels, volume buys, etc.
Buy efficient ROS schedules to fill in with DR inventory and work with the stations to clear as many units as possible. Use strict makegood requirements and act quickly to replace the weight lost when bumped. Even if it cannot be replaced that week, having placed a base schedule, you know the phone will ring everyday you air.
CPM efficiencies (Cost per thousand) can best be determined during testing. Media is sold on the basis of audience impressions it is expected to deliver. However, markets are not comparable in their per capita pricing. Some television markets and networks are just not efficient and should not be used during testing. You pay a premium to reach their audience .. and you should not be paying a premium at this stage.
Audience size and demographic makeup are used to determine cost efficiency. In testing, we can readily see the CPM goal that produces an effective Cost per Sale ratio. We translate program or ROS costs to CPM goals. If a program does not fit into the criteria, we do not buy it. If none of the programming offers fit into our proven model, we do not buy the station .. or perhaps the market. There are too many options available to ever need to buy any one television program, network, station or market ...
Read the full article How to Buy DR Television Media for more tips and advice for buying direct response television time.
- Linda Yarbrough, The Media Mix 817-910-9000
