GUESTAUTHOR–DIRECTRESPONSETELEVISION:CASESTUDY
‘thebox’
...inordertoengagewithaMexicanDRTVaudience,
sayMARYRAMandSUSANPENSABENE.
Telemarketing
Spanish-speakinghouseholds. considerationandplanning IsDRTVtherighttactic?
Knowingwhichfeedgoeswhere includelanguageconsistency, Howdoesanadvertiserknowif
programming
isimportanttotargetingthe toll-freephonenumberusage, aprospectiveproductwoulddo
mustbeestablished
rightaudiencewiththeright URLs,currencyconversion wellusingdirectresponse
offerandhavingcallcentre televisioningeneral?
tobeinsyncwith
resourcesattheready. a71
andfulfilment.
Whenitcomestolanguage,it Hereareafewkeyquestions
Theimpactofbuyingthe isimportanttonotethatthere toask:
thegeography
wrongfeedcouldbe aredifferentdialectswithinthe 1.First,whatisthepotentialfor
devastatingtoprogramme Spanishlanguage.However, makingmoney?Theruleof
–ifamarketer resultsandbudgets. whenadvertisinginMexico,the thumb:strivefora5:1margin
cannottakecalls
mostcommondialectshould –theratiobetweenthecoststo
Theartofmedianegotiation beusedtoensurethe manufacturethegoodsandthe
fromviewers,
Medianegotiationinother g sellingprice.
countriesisbestlefttoan a71
reatestreach.
Notalltelephonenumbers 2.Cantheproductanditsmajor
forexample,
expert.Mexicantelevision workinallcountries–afactthat benefitsandfeaturesbe
stationsdonotrecognise manypeopledon’tconsiderup easilydemonstrated?
mediadollars agencycommissionsthat front.Advertisersmustrelyon 3.Whatisthedemographicof
areessentially
maybestandardinother theknowledgeoftheirmedia theaudience?Whatisknown
countries. agencies–expertswhowilldo aboutchannelpreferencesand
thrownaway.
IntheUnitedStates,for thelegworktodeterminewhich buyingbehaviours?
example,thestandard telephonenumberswillworkin 4.Whatisthemajorobjective?
agencycommissionis15 Isthegoaltodriveleadstothe
percentofthegrossinvoice. a71
whichgeographicareas.
Measurementiscriticaltothe phone?Web?Retail?
Thisdoesnotapply successofanyDRTV DRTVcanaccomplishall
inMexico! programme.Toeffectivelytrack threegoalsbutstrategiesmust
Aseasonedmedia results,uniqueURLsmustbe bedeterminedupfrontinorder
agencywillknowwhat assignedexclusivelyfor toachievemaximumbenefit.
questionstoaskto Mexicancampaigns.
determinetheagency AssigningspecificURLsfor Robustmarketplace
commissionpracticesand individualtelevisionstations TheMexicanmarketplaceisa
howtheymatchwiththose istheonlyfail-safewaytotrack robustoneandtheaudienceis
oftheadvertiser. everyleadbacktoits moresophisticatedthan
Theagencywillbeable o
tonegotiatecommissions a71
riginationpoint. expected.Thereismuchless
Whataboutcurrency clutterintelevisionthaninother
basedontheirknowledge conversions?Willchequesbe medialandscapes.
ofMexicanpractices, acceptable?Whataboutcredit Adirectmarketerthattests
savingyoutime, cards?Whatistheimpactof DRTVinMexicoshouldfindvast
aggravationand theseissuesonthebottom-line opportunitiesthere.
unmetexpectations. budget?Theseareimportant Thekeyistodohomework
considerationsforadvertisers upfronttoknowandavoid
Operationaldetails lookingtomakethemostof thepitfalls.
Asavvyadvertiser
recognisesthat a71
everymarketingdollar.
Cantheproductbefulfilled
establishingtheback-end legallyinMexico?How
operationalfunctionsof mightinternationalshipping
aneffectiveDRTV regulationsimpactthe
effortisequallyas timelinessofdelivery,
importantasthedetails forinstance?
ofdevelopingthe Aveteranmediaagency
commercialitself. willdetermineiftheproduct
MaryRamandSusanPensabene
Elementsthat isagoodfitforaMexican
areco-foundersofUS-basedDRM
deservespecial televisionprogramme. Partners:www.drm-partners.com
DMINOVEMBER/DECEMBER2009 www.dmionline.net
09
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