Posts Tagged ‘perlstein background’

Ron Perlstein-DRTV Short Form TV Lead Generation

December 1, 2012

Direct Response TV can make the telephone ring and many campaigns can be driven by Per Inquiry TV or Pay for Performance marketing. Nowadays all the buzz is about integrated campaigns. That means that you need a TV campaign, a print campaign, a pay per click campaign, an email marketing campaign, a social media campaign, a radio campaign, and a direct mail campaign. Even our deep pocketed clients like Wamsutta, Rubbermaid and Emerson don’t start like that!

Today, I want to talk about TV Lead Generation and especially leads that are driven by live calls. In the old days, calls from toll free numbers drove the TV Infomercial industry. In the early 1990’s, marketers started putting up URL’s and micro sites for online sales. As these online sales grew, DRTV driven integrated campaigns were born. Micro landing pages, newsletters, updates and email marketing all followed as “components” of an integrated campaign. How can a marketer afford all of that?

Now it’s 2012 and the fragmentation of media is greater than ever. But I want to tell you that TV still works, and it can work as a standalone campaign. However, to gain the accountability that we need to track media, using only a toll free number can have a great impact on your media costs, tracking, and customer acquisition. We seeing this trend back to toll free only gain steam, even on expensive long form infomercial products.

Many categories can use inexpensive short form DRTV with stock footage to drive live calls or leads. We currently have several clients using :30 second and :60 second spots with a toll free number only. For one client we drive calls through our Advanced IVR Tracking system to their in house call center. They pay only for 60 second calls. Another client uses a 2 step system in which we gather a name, address, and telephone to send sales materials and have a consultant follow up. Sounds old fashioned, I know – but the results and conversions are high.

Here are just a few of the many categories that work well with lead generating short form DRTV:
– Foreclosure defense
– Debt management
– Insurance
– Legal
– Seniors
– Education
– Diabetic and medical supplies
– Social Security Disability
– Invention marketing
– Tax resolution
Think about it. A web search allows all of your competitors to buy your brand and key words and the customer is directed to anything but your offer. With classic direct response lead generation, your customer is more exclusive, focused and interested in your offer.

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Ron Perlstein – Infomercial Producer

December 18, 2008

You know….when I started in this business (1992) an infomercial was a half hour program that combined information and a sales message for a product.   Back in the day, no one called a direct response commercial an “infomercial.”  Nowadays, the term is thrown around willy nilly for just about any advertising that makes a direct pitch to the consumer.  Having explained this business to thousands of marketers, product developers and inventors, it’s clear that everyone is looking for the cheapest, fastest and best way to launch a new product and bring it to market.

The classic infomercial, a half hour program that informs, entertains and sells is still the best format to achieve faster, cheaper, better.  Especially if you are reaching out to baby boomer and older audiences. Yes, it’s true that my son’s generation (he’s 22) uses the Internet and mobile devices for information.  But us old folks who have been brought up with Ozzie and Harriett, The Fonz, or even Seinfeld still love to watch TV for entertainment, information, and shopping from home.

There’s much power in the half hour and we can produce shows for as little as $30,000.00.  Airtime for half hours can be as lttle as $10.00, so the idea that half hour infomercials cost more then short form direct response commercials is not correct.  There are usually several long form infomercials airing with great success in a talk show format.  Why? Because viewers stop to listen to information that interests them.

Check back to blog frequently and I’ll give you many more insights into how to make the most with little or low budgets.

TV Infomercial Cost and Obama

November 23, 2008

When Obama ran his infomercials across the networks the week before the election, McCain and their surrogates repeatedly used the word infomercial with a scornful tone.  That was because they knew that the long form half hour infomercial would work to convert more television infomercial viewers into Obama voters.

There is much power in the thiry minute infomercial, and the smart, savvy Obama infomercial marketing experts knew how to exploit media and the format. You can, too.

After many years in the direct response business, many successes in both long form and short form….I can tell you that the half hour is the most cost efficient sales conversion tool in for a nationwide launch of a product or service.