Six Degrees that Deliver Maximum Impact from Direct Response Television (DRTV)

Over the past year, I’ve written a series of articles in Response Magazine that look at ways to get more out of your DRTV campaigns – to deliver maximum impact.

These are the result of an adventure that started when I founded Atomic Direct in 1998. From my work at Tyee, I knew DRTV’s power to create tremendous positive change for clients. But, clients weren’t getting that power. And as a salesman & marketer I knew it was a matter of balance. Because too often our work was primarily A-grade production that masked C-grade communication.

Looking around, this problem was industry wide and clients faced two less-than-satisfactory choices:

Yell & sell campaign producers created shows that might drive immediate phone sales, but these same campaigns were deadly for brands. And, net out, these campaigns left tremendous retail opportunity untapped.

At the other extreme, brand DRTV producers (like Tyee) created very, very long :30 second spots – driven by clever creative ideas but never delivering the sales power that would transform client businesses.

As Atomic took risks and innovated with this medium, I started to gather lessons and look for a way to unify those lessons. The result? Atomic’s Six Degree’s.

Here are links to the three articles that lay down this foundation for achieving more with DRTV.

Part I: Execute for Direct Sales Without Hurting Other Channels (especially Retail).

Part II: Taking Maximum Advantage of Longer Ad Lengths and Inexpensive Media

Part III: Achieve More By Communicating Heart AND Mind – All While Building Brand


…Doug Garnett

About Doug Garnett
Growing retail based businesses through television, DRTV, and all forms of video. Doug is a strategist, executive producer, director, author, & teacher.

3 Responses to Six Degrees that Deliver Maximum Impact from Direct Response Television (DRTV)

  1. Telebrands says:

    It seems like a goal to find tactics that allow you to deliver maximum impact. Thanks for the tips.

    • Doug Garnett says:

      It’s absolutely a goal. And it’s more than just tactical – it’s strategically critical.

      Too often DRTV companies find tactics that achieve short goals and stop. Additional impact is purely accidental. By doing this, they miss out on a lot:

      – They may be missing much higher short-term impact.
      – They are usually missing the vast majority of their potential retail & mid-term impact.
      – They’re nearly always missing the long-term value that savvy brand building would deliver.

      And yet, just because the near term P&L looks okay, they tend to stop looking.

      That’s fine for them. But the smart (and much richer) companies don’t stop – they keep digging to make everything more powerful.

  2. Excellent blog entry on Direct Response Marketing. It is clear that you are very knowledgeable about this topic.

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