DR INSIDER

A Guide to DRTV Media – U.S. and Canada: Part One

By Jason Bohrer, Associate Media Director, U.S. and Jessica Muzzin, Associate Media Director, Canada

We brought together our Associate Media Directors in the U.S. and Canada to answer a few questions highlighting the differences—as well as the similarities—between their respective markets and the DRTV media landscape in general. […]

Categories: Direct Response, DRTV, Media|

It’s All About the Data: Tips for DR Campaign Success

By Megan Downs, Data & Reporting Supervisor

When you’re considering launching a media campaign, you’re likely putting a lot of focus on the media plans, budget, and creative selections. And if you’re like most advertisers, you’re likely overlooking one of the most important elements of your campaign — the data! […]

Categories: Direct Response, DRTV, Media|

Millennials Don’t ‘Do’ Direct Response (and Other Lies)

By Robert Ian French, President & Partner

Wow! According to recent population data, Millennials have officially overtaken Baby Boomers as the largest living generation in North America.

Speaking as a direct marketer, this is great news. […]

Categories: Direct Response, DR Digital|

Facebook Advertising Tips for the Direct Marketer

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Facebook has always been an attractive place for direct marketers. In the last year, it has become downright friendly, with optimized ad units and new ad targeting products designed specifically for direct response. […]

Categories: Direct Response, DR Digital|

‘Choice’ Is a Four-Letter Word in Direct Response

By Anna Fowles, Vice President, Client Services & Partner

I happen to be a Rush fan. Their music is incredible, but what I really love are the lyrics. One of their songs, Freewill, has the line, “If you choose not to decide, you still have made a choice. […]

Categories: Direct Response, DRTV|

Five Content Marketing Tips to Drive Conversions

By Robert Ian French, President & Partner

If I have to read another piece about the importance of content marketing, I’m going to stop reading!

Just kidding, I love a good fluff piece as much as the next person. […]

Categories: Direct Response, DR Digital|

Five Deadly DRTV Mistakes (and How to Avoid Them)

By Robert Ian French, President & Partner

The best way to create powerful, highly profitable DRTV commercials is to avoid making the strategic mistakes that too often ruin a promising campaign. […]

Categories: Direct Response, DRTV|

Power up Your ROI — with Integrated DRTV & Digital

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

By bridging the offline-online marketing gap through the use of landing pages, pay per click, search engine optimization, advertorials, […]

Categories: DR Digital, DRTV|

6 Tactics to Amp up Your PPC Campaigns

By Drew Karges, Senior Search Specialist

AdWords has matured — a lot! Once a Google-managed product with modest competition, it has morphed into a highly refined self-managed platform with steep competition and ever-increasing CPCs.   […]

Categories: Direct Response, DR Digital|

U.S. DRTV Media Marketplace 2016: A Look Ahead

By Rebecca Barr, Vice President, U.S. Media & Partner

Out with the old and in with the new… 2016, here we come! The ever-changing media landscape should make 2016 quite a ride for direct response advertising, so better buckle up!  […]

Categories: Direct Response, Media|

2016 Canadian Direct Response Outlook: Feast or Famine

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

I always loathe the end of every year: end-of-year budget planning, winter business travel, and the dreaded reminder from our chirpy marketing department about submitting the New Year’s outlook […]

Categories: Direct Response, DR Digital, Media|

DRTV Advertising: More Cowbell, Please!

By Anna Fowles, Vice President, Client Services & Partner

In the famous Saturday Night Live skit, when Will Ferrell enthusiastically bangs on a cowbell to Blue Oyster Cult’s song, Don’t Fear the Reaper, the call for “MORE COWBELL” became a part of our popular culture. […]

Categories: Direct Response, DRTV|

Top 10 Tips for Flawlessly Fantastic DRTV Production

By Anna Fowles, Vice President, Client Services & Partner

So, you’re exploring the world of direct response and you’ve been assigned the task of managing a new DRTV campaign for your company. Not sure where to start? […]

Categories: Direct Response, DRTV|

DRTV: The Truth About Reach, Frequency and Impressions

By Rebecca Barr, Vice President, U.S. Media

Not too long ago, performance indicators such as reach, frequency and CPM were commonly used to ensure a reasonable degree of success for brand campaigns—and were not considered to be your typical direct response tools. With audiences consuming TV differently, does that change the way we view audience quantification? […]

Categories: DRTV, Media|

Market Meltdown? Economic Uncertainty? Direct Response to the Rescue!

By Robert Ian French, President & Partner

In the 30 years we’ve been helping companies grow their business through direct response marketing, we’ve seen it all: bone-rattling recessions, the devalued dollar, stock market sell-offs, real estate meltdowns, low interest rates, […]

Categories: Direct Response, DRTV|

Programmatic TV: The Future Is (Almost) Here

By Rebecca Barr, Vice President, U.S. Media & Partner

In the immortal words of my brother Lee and me (in unison!) on some far-flung family road trip in a bygone decade… Are we there yet? […]

Categories: Direct Response, DRTV, Media|

TV Guide: Expert Advice on Running DRTV Campaigns in the Netflix Age

By Sean Norris, Executive Editor/Content Director at NonProfit PRO

This article was originally published in the June 2015 issue of NonProfit PRO magazine. […]

Categories: Direct Response, DR Digital, DRTV|

Old Dog, Killer Tricks: Doing DRTV in the Digital Age

By Robert Ian French, President & Partner

What do you think most consumers do after watching your DRTV commercial?
[…]

Categories: Direct Response, DR Digital, DRTV|

3 Reasons to Optimize for Mobile Right Now

By Marcos De-Azevedo, Search Campaign Specialist

With the roll-out of Google’s new mobile-friendly algorithm update, the so-called “Mobilegeddon” was not nearly the catastrophe imagined by webmasters and search specialists. […]

Categories: Direct Response, DR Digital|

DRTV is Dead. Long Live DRTV.

By Robert Ian French, President & Partner

As a direct marketer, I love all things digital.

Digital is a direct marketer’s dream world, and a significant amount of our agency’s work is helping our clients find, win and keep customers in the digital domain. […]

Categories: Direct Response, DR Digital, DRTV|

The Rise of Native Advertising

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner, and Marcos De-Azevedo, Search Campaign Specialist

So What is Native Advertising Anyway?

In its simplest form, Native Advertising consists of paid ads that appear to blend in naturally with surrounding content. […]

Categories: Direct Response, DR Digital|

Want to Know Why Your DRTV is Tanking? Your Commercial Sucks.

By Robert Ian French, President & Partner

We get a lot of calls from frustrated marketers looking for our help. They are struggling to understand why their well-planned, well-researched and well-executed DRTV campaign (usually done by a brand agency) isn’t delivering the results it could — and should — be. […]

Categories: Direct Response, DRTV|

Google Search Essentials: Four Tips to Success

By Marcos De-Azevedo, Search Campaign Specialist

Google paid search is a highly sought-after solution for companies looking for the most efficient return on their advertising investment. […]

Categories: DR Digital|

DRTV Media: US Outlook and Trends in 2015

By Rebecca Barr, Vice President, U.S. Media & Partner

Compared to 2014, which saw its shares of ups and downs in the Direct Response marketplace, 2015 looks like a dream. No Winter Olympics. No mid-term elections. Nada. […]

Categories: Direct Response, DRTV, Media|

2015 Canadian Direct Response Outlook: The Year of Digital Disruption

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Now that another hectic holiday season is behind us and we have ushered in the New Year, we can’t help but wonder what 2015 has in store for the world of Direct Response. […]

Categories: Direct Response, DR Digital|

Why Big Brand Agencies Hate Direct Marketing (and Big Data Loves it!)

By Robert Ian French, President & Partner

If you’ve ever heard advertising types trash-talking direct marketing, especially after a margarita or six, you know the fear and loathing they often harbor towards the world of direct, measurable and accountable advertising. […]

Categories: Direct Response, DRTV|

What Would David Ogilvy Say About Today’s TV Advertising?

By Robert Ian French, President & Partner

If the late, great David Ogilvy was still with us, what do you think he’d say about the current state of TV advertising? […]

Categories: Direct Response, DRTV|

Is Programmatic the Future of TV Buying?

By Rebecca Barr, Vice President, U.S. Media & Partner

There is a lot of talk in the marketplace about programmatic buying these days. There is also a lot of confusion. During ABC’s upfront, Jimmy Kimmel joked, “Programmatic buying is the gluten of advertising.” Of course, this isn’t entirely accurate (especially if you have celiac disease), but programmatic is definitely a buzzword that is being thrown around a lot. […]

Categories: Media|

Ten Tips to Manage Your DRTV Media – Canadian Market

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Looking for ways to optimize your DRTV media in Canada? Here are ten tips that include the basics of buying, what to do when a campaign is not meeting expectations, and how to capitalize when there are signs of life. […]

Categories: Direct Response, Media|

Digital Media Buying Tips From an Insider

By Megan Downs, Digital Media Buyer/Planner

Ask any publisher for their digital advertising rates, and you’ll likely end up with a PDF document listing different prices for various display ad sizes.  […]

Categories: DR Digital|

RFP 911: Tips and Mistakes to Avoid for Your Next RFP

By Sandy French, CEO & Partner

In the over two decades we’ve been creating and managing direct response (DR) campaigns, I can count on one hand the number of clear and comprehensive requests for proposals (RFPs) we’ve received.  […]

Categories: Direct Response|

Designing the Perfect Offer for DRTV and Online

By Robert Ian French, President & Partner

Make them an offer they can’t refuse.

Offers have long been an indispensable method of increasing response rates and improving conversions for direct mail, DR Digital and DRTV. As the internet evolves into the ultimate direct marketing medium, offers are becoming equally essential to the success of online marketing.

[…]

Categories: Direct Response, DR Digital, DRTV|

5 Reasons to Bid on Brand Keywords

By Marcos De-Azevedo, Search Campaign Specialist

If you are currently running a successful search campaign, one of the areas you should focus on is your brand. […]

Categories: DR Digital|

Call Center Tips to Optimize Your DR Campaign

By Jennifer Cantrell, Senior Account Manager

As call centers strive to keep pace in a rapidly changing and digitally-focused world, the question being debated by many is, “Will technology eventually send call centers the way of the floppy drive?” […]

Categories: Direct Response, Media|

Five Tips to Optimize Your DRTV Media – American Market

By Rebecca Barr, Vice President, U.S. Media & Partner

All systems are go for your new American DRTV media campaign: plans have been meticulously assembled, rates negotiated, buys placed but, regrettably, response rates are lower than expected. Now what? […]

Categories: Media|

Lights, Camera, Action: 5 Tips for a Successful DRTV Shoot

By Ryan Johnson, Creative Director

Filming a DRTV commercial is the most expensive phase of the production process. The strategies are different from your typical brand spot and the process from start to finish can be complicated. […]

Categories: DRTV|

Increase Response with Digital Marketing’s Dynamic Duo

Marcos De-Azevedo, Search Campaign Specialist

How do you achieve the right Yin and Yang in digital marketing? Two is better than one. One of the most powerful ways to invest in direct response digital marketing is through a combination of search plus display initiatives. […]

Categories: DR Digital|

The Biggest DRTV Mistake You Can Avoid

By Robert Ian French, President & Partner

In over 25 years of creating and running successful DRTV campaigns for our clients, we’ve made some mistakes. And frankly, we’re okay with that. […]

Categories: DRTV|

Six Tips for Mobile Web Optimization

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Two, five, ten, thirteen, twenty… While synonymous with the length of time in seconds I typically have to wait to load a web page on only two bars, this is the growth in the percentage of mobile visits many websites have experienced over the last two years. […]

Categories: DR Digital|

Tips to Maximize HD for DRTV

By Vince Heney, Vice President, Senior Creative Director & Partner

For brand DRTV advertisers, it’s time to pay attention to High Definition (HD).

This TV format has been around for some time, but confusion about it and its applicability for brand DRTV campaigns still exists with advertisers. […]

Categories: DRTV, Media|

The Secret Power of Online Advertorials

By Robert Ian French, President & Partner

Are advertorials part of your digital tool kit? If not, it’s time to put this powerful direct response (DR) tactic to work for you – to generate leads, drive sales, build brand and improve your ROI. […]

Categories: DR Digital|

Ten Tips to Supercharge Your DRTV

By Robert Ian French, President & Partner

Wondering how to supercharge your DRTV campaign?

These ten tips, based on over 25 years of testing experience at Northern Lights Direct, are guaranteed to boost response rates, increase conversions and improve your ROI. […]

Categories: DRTV|

Why Focus Groups and Digital Don’t Mix

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

As a direct marketer, I am of the opinion that focus groups are where reliable statistics go to die. […]

Categories: DR Digital|

DRTV Media Testing: Part One Strategies for Success

By Rebecca Barr, Vice President, U.S. Media & Partner, and Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Few DRTV successes are born overnight. Most build a successful model by testing, then expanding out from there. So what’s the rule to live by?  […]

Categories: DRTV, Media|

DRTV Media Testing, Part Two: Top Five Tips

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner, and Rebecca Barr, Vice President, U.S. Media & Partner

You have a new product or campaign and it is time to execute a DRTV test, but where do you start? How do you ensure you get a good read and actionable results?

[…]

Categories: DRTV, Media|

Welcome to the Age of Accountable Advertising

By Robert Ian French, President & Partner

For those of us in the marketing business, these are fantastic times. […]

Categories: Direct Response|

How to Salvage Your Online Reputation

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Article 19 of the Universal Declaration of Human Rights states that freedom of speech is the freedom to speak freely without censorship or limitation, or both. […]

Categories: DR Digital|

Five Tips to Get Your Search Campaign Back on Track

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Get your search campaigns back on track with these five tips to an improved bottom line. […]

Categories: DR Digital|

Can You Afford Not to Test?

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Let me stop you right there: you can’t afford not to test. Unless, of course, you are the lucky wrangler of a multi-million dollar brand budget, and are therefore excused from any bottom-line ROI reasoning. […]

Categories: DR Digital|

Top 10 Tips for Casting Actors for DRTV

By Alison Gordon, Senior Producer/Account Manager

According to William Shakespeare, “All the world’s a stage…” but, when it comes to DRTV, sometimes finding the right players for the role can be challenging. […]

Categories: DRTV|

DR Conversion Toolbox: Advanced Remarketing Strategies

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

Day in, day out, marketers are faced with the same core challenges: How do we market more effectively – to the right people, at the right time, with the right offer that will guarantee response? […]

Categories: DR Digital|

Is Your Media Fully Integrated? It Should Be.

By Rebecca Barr, Vice President, U.S. Media & Partner

You know you are a direct response fanatic when, with great confidence, you can shout out authoritative statements like “put your money where your metrics are!” […]

Categories: Direct Response, DR Digital, DRTV, Media|

Analytics vs. Assumptions – DR Digital

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

In today’s marketing circles, you probably hear proverbial quotes like “the XYZ campaign was a tremendous success, surpassing all internal expectations and resulting in a 237% increase in web traffic.” […]

Categories: DR Digital|

Investing in Mobile: Six Considerations

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

What’s bright and shiny, and not well-understood by the vast majority of marketers? […]

Categories: DR Digital|

Brand vs. DRTV: The Boardroom Battle

By Alison Gordon, Senior Producer/Account Manager

It’s an honorable fight – one that we have seen far too often over the past 25 years as a direct response (DR) agency. It’s Brand vs. DRTV. […]

Categories: DRTV|

DRTV Testimonials: The 7 Rules to Success

By Robert Ian French, President & Partner

In the world of direct response marketing, few things can take your TV commercial from good to great (and from profitable to very profitable!) faster than good ol’ fashioned testimonials. […]

Categories: DRTV|

Brand Advertising: Myths, Misinformation and Bull

By Robert Ian French, President & Partner

Most brand advertising agencies never measure how their TV campaigns directly impact sales and, therefore, have little or no idea if their advertising actually works. All they really know are whether the client “liked” the work and nebulous references to “brand awareness”. […]

Categories: DRTV|

How to Unlock the True Power of DRTV

By Pippa Nutt, Sr. Vice President, Digital/Canadian Media & Partner

After watching a DRTV commercial, more than 50% of responders go online for more information. […]

Categories: DR Digital, DRTV|

Why Your American DR Campaign Needs Spot Tracking

By Genea Tafesse, Senior Account Manager

“Am I getting what I’m paying for?” This is a question on the minds of all clients. […]

Categories: Direct Response, Media|