Direct Response Strategy & Research
“Less than 1 in 35 shows work. So why would you bet your production money entirely on a director’s intuition or a writer’s theories? Companies that talk to their consumers before they craft their strategies create more successful shows.”
- Carla Roberts
Specialized techniques for building or tweaking a show are utilized and the project combines multiple studies into one, saving time and budgets yet providing a wealth of information and recommendations, a dependable “blueprint” to build your campaign.
Specialized Research to Deliver Results
We created and utilize techniques designed specifically for the Direct Response (DR)/Direct to Consumer (DTC) Model industry - long form shows / infomercials, spots, social media, videos, and ads to:
Minimize your risk and maximize impact and cost savings
Learn the key driving factors that make a any DR advertising work from the beginning
Save you expensive edits by using research at the rough cut stage - modify before your final cut
Increase your response rate and create more revenue by tweaking existing advertising based on consumer input and expert direction
Utilize failed shows/spots to create a new successful campaign by incorporating the missing essential elements
Identify potential causes for lack of conversion or declining retention by looking at exploring the entire customer journey
Generate insightful, actionable recommendations to greatly assist your creative and marketing teams
Leverage our experience in a wide range of product categories
Our Direct Response Research
This qualitative research, conducted at the beginning of a project, is designed to create a platform for all Direct Response vehicles with the goal of positioning the product, brand or line extension for optimal success. The study design generates information that enables clients to create advertising that is based on actual consumer needs and perceptions.
The strategic planning research deliverable is a blueprint for the creative process. The recommendations are used as a tool to be translated at the discretion of the client and creative team.
Proprietary techniques include:
Exposing stimuli in the form of concepts, prototypes, pictures, and rough or finished footage displayed in an ascending order to understand the persuasion mechanism.
Language, nuances, and a variety of subtle cues are noted and integrated into the analysis.
Finished Campaign or Rough Cut Test
This process utilizes several unique qualitative methodologies, which have proven to be exceptional in assessing an existing spot, show, digital campaign or rough cut. The approach saves time and money by basing edits on well founded consumer input, rather than random tweaking that often proves costly and unsuccessful.
The technique is also excellent as a post mortem- to recreate failed or older advertising or to boost an already successful campaign.
“On several occasions Carla worked with us to transform breakeven infomercials into shows that resulted in over $100 million in sales. All we had to do is follow the laundry list of changes that she distilled from the groups. What a great return on investment.”
- Peter Spiegel CEO at AquaTru, LLC and AirDoctor, LLC
Long Form/Short Form infomercial, Videos…we review and methodically evaluate the full customer journey:
Products
Opening Sequence
Sales Messages
Talent
Demos
Testimonials
Before & Afters
Price Points
Packaging
Product Configuration
Offers
Call to Action
Checkout
Customer Service
Web Interface
Subscriptions
Retention
“This isn’t your everyday focus group. It’s a unique process, designed specifically for DRTV, where our discovery evolves over a series of specialized sessions. This evolution enables us to create a meaningful strategy, a blueprint for the advertising. Or, for advertising that hasn’t worked, the cogent directive to fix it.”
- Carla Roberts