You will find Still Room to the Tiny Guy

Q: Really should more compact corporations be anxious concerning the huge brands' thrust into the DRTV house?A: Brand advertisers uncovered DRTV years ago, and in undertaking so managed to squeeze out a few of the early inventors who were experiencing the very low media costs and higher accountability associated with the medium. Seemingly right away, the space-once reserved for progressive entrepreneurs and their devices and gizmos seeking reasonably priced airtime and direct shopper contact-was virtually invaded because of the likes of P&G, Toyota, Pfizer, Kodak and hundreds of other corporations whose TV ad budgets were the moment allocated to image advertising spots.The model movement into DRTV had both positive and negative impacts on entrepreneurial types. On one hand, it helped legitimize a medium that for decades had struggled to rise above its reputation for being advertising's "ugly stepchild." After all, when Apple suddenly allows its highly protected model to be touted via DRTV, who can argue along with the medium's legitimacy? As more advertisers followed suit, however, DRTV airtime costs increased and production values improved to the point where the "little guy" seemed on the verge of getting squeezed out in the game.In other words, it was becoming more improbable to slap together a short- or long-form commercial for a few grand, buy some remnant airtime, and sit back and wait for your orders to come pouring into a call center. Many consumers began to recognize the traditional DRTV "yell and sell" for what it was, and were turned off by that style's hard-sell approach and tacky production values. They wanted more, and the brands were answering the call.With roughly 60 percent in the adult American population watching DRTV on a regular basis-and one in four of them purchasing a product from it-the odds that a useful, unique product can still break out via DRTV are worth a throw in the dice. Throw in the fact that DRTV works very well along with the web, retail, radio, print, mobile advertising and even social networking.Whether offering new fitness and weight-loss products, selling progressive home appliances or helping consumers get out of debt, today's inventors can continue to use DRTV as an entry into an advertising channel that would otherwise be cost prohibitive and impossible to measure. Using DRTV's accountability factor, entrepreneurs can test their products across a myriad of platforms, find out which commercials work (and what ones don't), and tweak their advertising strategies to yield the best results.A reminder as to what it still takes to hit a DRTV home run:Markup - If the goal is to sell product directly over TV in a one-step offer, the larger the markup ratio (5 to 1), the greater chance of success.Mass appeal - Television has the unique ability to reach a mass audience.Demonstration - It's one of life's small pleasures to watch magical transformations, whether dirty floors to sparkling clean or 100 pounds overweight to fit.Value - Everybody loves a deal. Enough said.With a solid product, compelling offer and experienced producer in his corner, DRTV can still be the launching platform for your minimal guy with a great idea.Author of over 175 published articles, Tim Hawthorne is Founder, Chairman and Executive Creative Director of Hawthorne Direct, a full service DRTV and New Media ad agency founded in 1986. Since then Hawthorne has produced or managed over 800 Direct Response TV campaigns for clients such as Apple, Braun, Discover Card, Time-Life, Nissan, Lawn Boy, Nikon, Oreck, Bose, and Heifer International. Tim is a co-founder in the Electronic Retailing Association, has delivered over 100 speeches worldwide and is the author in the definitive DRTV book, The Complete Guide to Infomercial Marketing. A cum laude graduate of Harvard, Tim was honored along with the prestigious "Lifetime Achievement Award" because of the Electronic Retailing Association (ERA) in 2006.