Now that the Winter Olympics are well over and we’ve all returned to our regularly scheduled TV watching, it’s time to reflect on those mighty games.
How superhuman those athletes were! How dedicated! How composed and brave – not only before and during their death-defying performances, but as they awaited the scores that would determine their standings, value and medal-worthiness.
Obviously, we’re not athletes (well maybe some of us are), but we’re DRTV people. And while our limbs are never at risk, we know the importance of good scores. The judging starts the day a commercial goes on the air. Analytics kick in. Numbers are tallied. If we make the numbers, we’re successful. If not, we’re off the air. No gold, silver or bronze.
Our counterparts in the brand world may bask in the glow of their McDonald’s, BMW or AT&T spot running countless times over the Olympics, but did they score? Did they win? Can they head for the podium and know with certainty that they succeeded in a measurable way? Maybe, maybe not. That’s where DRTV has the advantage.
Competing for the minds and wallets of consumers takes skill, strategy and accuracy. With the data we receive each day, we’re able to shave off costs per lead and sale, the way a bobsled team shaves off hundredths of a second. The time we save by optimizing our DRTV campaigns can add millions of dollars to our clients’ bottom line.
Though it’s not an Olympic challenge, sometimes it takes courage to introduce DRTV to your marketing mix. But the results could give you the edge you need to beat the competition. And that’s worth its weight in gold.
Audrey Neems is a Creative Director and Rob Schmidt is a Management Supervisor at A. Eicoff & Co., one of North America's largest DRTV agencies.