Start-Up Turnkey Plans For First Timers
My 10 Step Plan is a step-by-step all-inclusive
TURNKEY plan created for the first time or budget conscious DRTV marketer.
It is a comprehensive plan that set up a complete DRTV business for
the marketer that includes a short form campaign (:120 and :60 fully
produced spots), a top notch telemarketing service and a fulfillment
company that includes all set up fees and deposits and a media test
that runs around 2 weeks from start to finish.
Most importantly, I am there helping you, the
marketer, every step of the way to insure the greatest chance of success
for the campaign.
The following steps are the process in which
your campaign is created and readied for DRTV marketing.
My five Commandments for success are:
-Understanding the marketplace for price and product
-Making sure all the suppliers of your campaign are
-Getting the most out of your media budget: Where
and When to buy.
-Procuring the most revenue per order using a great
-Keeping manufacturing costs low and delivery of
Stage One: Conceive and
write script for Infomercial
(long or short form)
The script will be comprised of five main components:
(A) The Intro Hook (B) Current Problem (C) New Product Definition
(D) Demonstration (E) The Offer (F) The Bonus
The look of the Infomercial will be conceived in
order to showcase the best attributes of the product in the most informative
and entertaining manner.
Usually, by having a great demonstration, assembling
a great offer and giving the viewer an incentive to buy are key steps
in achieving DRTV success!
Stage Two: Produce the Show
My production company, Meltzer
Media Productions, can produce the infomercial by shooting original
footage on location, on a set or using submitted archival footage
of your product. MMP will then edit
the footage and create appropriate supers, titles and animated graphics,
record voice over and add music.
Stage Three: Create A Commerce
Create or program an existing website to be E-commerce
ready. The offer will coincide with the TV offer. The site’s
web address will be listed on the spots with the #800.
I will contact three highly respected Direct Response
Media Buyers. They in turn will give us an overall strategic approach
and a rough media schedule of which channels and what day or night
parts they will buy time for. This way you’ll have an approximate
idea of where it will run, when it will run, how many people it will
reach and how many runs you’ll get. Remember, this is DR media
time and the placement is usually within a 4-hour time block; not
on a particular show.
Stage Five: Fulfillment
(Overlaps Stage Two)
Like the media buyers, I will contact 3 fulfillment
companies that are equipped to deal with direct
response TV fulfillment. They will hook up with the telemarketing
and merchant service companies to receive completed orders for shipment
to the customers. These fulfillment companies are in every part of
Stage Six: Select a Telemarketing
Company (Overlaps Stage Two)
Picking the correct telemarketing company for your
campaign requires an in-depth understanding of what types of services
are available. There are numerous companies that have phone rooms
of varying sizes and offer many types of telemarketing services. The
pricing structure varies from company to company depending on the
type of services you choose for your campaign. Most companies have
accurate order processing and can hook up with just about any fulfillment
company. You will receive daily, weekly or monthly reports (your choice)
about what is selling where and for how much.
Stage Seven: Coordinate
The Media, Telemarketing and Fulfillment Center
It starts with completing telemarketing scripts that
contain the dialogue and offers the telemarketers use when a customer
calls. Then the hookup between the fulfillment center and the telemarketer
is arranged. Finally, the media company will send me #800 numbers
and I will make VHS viewing copies and ultimately broadcast masters
for the stations that will run the spots.
Stage Eight: Tabulate The
The TV test will air for approximately 2 weeks. At
the end of that time plus a week or so (for drag orders), we (media
company and myself) will look at the numbers from the TV and Website
and determine the ROI and CPO. At that point you will determine whether
you want to "tweak" your spot or show and retest, rollout
or try Per Inquiry (PI)
Stage Nine: Ancillary Testing
I can source out various media companies to see if
they will run your spot on a PI basis. Per Inquiry TV placement is
when a media company and a station will give you free TV time for
50% of the first sale. This is a win win situation.
Stage Ten: Product Placement
In Non- TV Markets
Send products to various home-shop reps for placement
Set up meetings with various companies for PI placement or wholesale
Call print media specialists and see if remnant space is available
Have product put on the International website for mass distribution
Send product to various reps for store placement
Radio Infomercials (long and short form)
Develop long and short form direct response based on the TV campaign
Media on targeted stations for mass airings
Credit card insert mailings.
I am in contact with one of the largest credit card insert mailer
in the country (a potential of 100 million mailings)
® Contents provided by Meltzer