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Kaleidoscope
has a process in place for all initiatives,
and believes that proper planning pays off.
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Mass
Marketing - Advertising (radio, television,
print, point-of sale, outdoor)
- Develop
the strategy
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Identify segment/target market for
specific products or services
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Compile the demographic and psychographic profiles
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Determine the response planned by segment
group
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Clarify the end result in terms of sales,
exposure, building database etc
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Determine expected rate of response based
on historical data
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Develop communications message and
creative plan specifically targeted to
segment market
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Determine tag with a phone number, code,
coupon, email address, specific URL,
specific offer and dedicated number that is
specifically traceable to the specific
advertisement or message
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Collect data from all incoming sources
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Determine response rate comparing number
of respondents vs. the potential target
market or share of wallet
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Develop reports throughout the program
indicating the response rate per vehicle,
message or market
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Direct Response Television
(DRTV)
To create a profitable DRTV campaign
Kaleidoscope will research the audience and determine which value proposition will resonate with them.
- Research -
Kaleidoscope is experienced in developing DRTV
and will save you time and money by creating a more effective campaign. Your results will vary depending on the frequency of airing and length of commercial. Increased exposure translates into increased retention.
- Create - Once research is complete and the strategy is
developed, we begin to create your commercial. Incorporating testimonials and details of how to use the product are always beneficial. Storyboards are created that include audio and visual concepts. A 120 second spot increases this exposure and provides twice the demonstration, testimonial and selling time for your product and service and also gives viewers a better chance to remember your toll-free
number.
- Prepare –
We research and hire talent that best displays each character in the commercial. Location and props will be required as well.
- Test the commercial –
To test your research, Kaleidoscope will
launch the commercial in a controlled environment such as a focus group. The testing will confirm your strategy when the full roll-out is launched.
If not, changes can be incorporated at
this early stage.
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Review
- We review your results daily and encourage our Clients to be open to testing price points and offers until
we find the combination that works best for your product
or service.
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Be patient
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DRTV shows fast results but insisting on immediate profitability can hinder your long-term goals. While generating profitable front-end sales is a desirable goal, you should also allow some leeway for the lifetime value of your new customer.
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