How Direct Response helps Brand Marketers with Retail Sales
January 07th, 2014
Using Direct Response to Drive Retail
Brand marketers are now benefiting from supporting their retail products with DRTV rates and analysis tools.
Driving sales of retail products using DRTV methods and numbers will help make a easier process for brand marketers to help drive their products.
With selling products to customers at retail, it becomes hard to find details regarding customers spending habits, but with DRTV methods, brand marketers have access to data to help push general advertising shortcomings.
Brand marketers are slowly pacing away from traditional marketing methods and looking at new media measurement platforms to gauge the success of their advertising campaigns, as was once once only reserved for DRTV advertisers with the upper hand.
Marketers looking to gain exposure or increase in retail presence can shift to a hybrid DRTV campaign or a drive to retail campaign with traceable call-to-action metrics that persuade potential buyers via phone or web for additional sales and metrics including:
- Media sources that initially drove the sale of products of services in retail – sometimes this can be hard to track, but now important data points and analytics available to DRTV marketers can now be given to brand advertisers for use.
- Weekly media spend – may be matched to point of sale (POS) data for response marketers to track the performance of media campaigns on retail with the latest and newest measurement analytics systems.
These new technologies allow marketers to to access world-class reporting data on the efficiency of traditional media driving direct and retail sales and activity. The media data also provides immediate feedback and response to the marketers for them to see first-hand what viewers responded to the best with which offers.
How DR Benefits ROI
Although, in DRTV in can sometimes be difficult to separate metrics from real-world events – after all the data’s been gathered how much did the products and services generate in revenue at the end of the day?
Hiring an direct response agency to lead your campaign involves looking together at accountable media buying numbers alongside sales results and analyzing them together with real-time fulfillment data to give the advertisers the best understand of success on their campaigns profits.
To determine brand growth potential, one must look at the lifetime value data (LTV) alongside fulfillment activity to media, with a strong focus on long-term client ROI, for effective growth.
This data now allows brand advertisers to focus their efforts on the retail sector as information and data is easily accessible from vendors, media airings, call centers and fulfillment centers.
Brand and Response Advertising at Point of Sale
Advertisers and their consumers can be both pleased as this detail information allows advertisers to no longer have to wait to receive their weekly reports to see how their campaigns are performing.
Weekly POS, and real-time media is key as this enables markets to analyze the efficiency of their traditional marketing strategies, and media buying, down to specific points of the customers purchase process.
Assuming is no longer needed when deciding which airing media is performing the best; measurements help advertisers to dive into specific data points to weigh traditional media and allocate web sales accurately to specific media airings that help drive the consumer response.