Sometimes in business, we overcomplicate things. This is especially true when it comes to DRTV. As many industry leaders have told me over the years, "This is a simple business." And it's true. Unlike startups that rely on venture capital, the DRTV business is self-funding and low risk/high reward. Unlike brand-oriented businesses, we don't have to wait years to cross over and realize a hit. Results are immediate and measurable.
Not that's it easy. The DRTV landscape is littered with the smoking wrecks of DRTV companies, and dozens of new players try to break in and fail every year. There are many reasons for this, but I am more interested in the companies that have survived the test of time. For example, how is it that a Telebrands, an IdeaVillage or an Allstar can deliver hit after hit, year after year?
Thinking about this led me to a simple but profound conclusion. For an established DRTV player with capital (an important distinction), there are really only three keys to DRTV success:
1. Consistently identify hit products.
Of course, this is easier said than done. But the top companies do it over and over again. One reason is that they know, and strictly adhere to, established screening criteria for DRTV products (such as my "Divine Seven"). Even if they don't have a formal list like the one I've created, they know in their gut what works and what doesn't -- and they rarely take shots outside of that framework. Look at the long list of bombs this year from this perspective, and it will become clear why they failed: They tried to break the mold and failed.
2. Clearly communicate key selling points using proven techniques.
As with DRTV product criteria, there is proven knowledge out there for how to present a product's selling points to the consumer. I've created a list of 10 Tried & True techniques, but there are more than 30 points in my private notes, both major and minor. The lessons range from hard facts proved every year (e.g. 2-minute commercials sell, 30-second spots do not) to psychological lessons proved over the decades (e.g. clearly spelling out the problem your product solves increases response).
3. Don't screw up when managing the results!
This is really my way of saying, "the devil is in the details." I've seen campaigns fall apart and whole companies come unglued because of poor management of an otherwise successful campaign. Conversely, I've seen mediocre products and "just OK" commercials produce real success in the hands of a well-run organization. There's a lot to talk about here, but again the rules are simple. Make sure your media agency knows what it's doing and provides you with accurate and timely information. Maximize successful campaigns by constantly testing new networks, new media (e.g. print, online) and new channels of distribution (catalogs, international). Use the right metrics when evaluating call center and Web site performance. Be relentless in your quest to optimize back-end results until they meet or exceed industry standards. And then there's retail, about which I will only say this: A strong presence on retail shelves can cover a multitude of sins!
