Direct Response is increasingly becoming a global tool with which to grow brand awareness and drive foreign market sales. As a result, campaign development must consider both the home or launch market, along with considerations for future expansion. From creative, to messaging and the all-important offer, today's successful DR campaigns must succeed both locally and globally. Kingstar CEO Ed Crain spoke at a recent panel discussion at The Great Idea's Summit, providing insights into best practices for brand marketing with DR in a global marketplace.
Develop an international plan. Extensive research is key when developing a plan that addresses cultural barriers and new regulatory environments. How attuned are audiences to the DRTV format and what are the drivers for success? Understanding potential logistic or certification difficulties are vital – from the cost of producing and/or localizing campaigns to creating spots that are market-specific.
Test, measure and test again. Kick-off a program with a test campaign and evaluate. Exceptional access to data allows campaigns to be fine tuned for maximum impact. Market and media evaluation are critical to sequence and optimize the sales channel and to determine the most effective mix of marketing, media and creative that will enhance brand presence. Producing and testing a spot versus a pure web-marketing campaign, offers timeline, cost and logistical benefits. Further, web attribution can be used to closely track how campaigns are driving web traffic.
Know your sell. A localized website is one way to ensure user experience, language, tone and regional laws are aligned with the target market. For end factors like shipment, consider the impact that cost, timing and accuracy will have on sales – and returns. DRTV is increasingly integrating with eCommerce for this very reason. Brands looking to establish an online profile call on direct response marketing to sell goods and services, with fewer returns, through highly visual and motivating product demonstration.
First step forward is north. Canadians spend more than $2 billion per day on U.S. goods and services and were the #1 purchaser of U.S exports in 2013, valued at more than $300 billion. With 90% of the Canadian population living within 150 miles of the border, this market is the logical jumping off point for US brands exploring international expansion. The key, as with any other foreign market is to understand regional preferences and gain access to the best media buying relationships.
DRTV in 2015 and beyond. While the two-minute spot remains a huge draw for consumers, the modern, multi-connected shopper needs more. Social media makes response to goods and services immediate and shareable, making surround marketing the leading driving force in DRTV. Direct marketers and companies are adapting to industry changes by producing honest, transparent strategies, improved product offerings and enhanced customer service to deliver an impactful