You might have noticed that we talk a lot about the strength of your offer, and whether it is right for DRTV. That’s because some types of offers definitely work better than others in a daytime DRTV format.
Generally speaking, DRTV in daytime works hardest for:
- Telecommunications: broadband, mobile phones;
- Finance: mortgages, credit cards, personal loans;
- Insurance: home and contents, motor vehicle, income protection;
- Health and beauty: for example, pain relief equipment, or beauty treatments such as Botox and collagen implants.
Other areas where we are beginning to see some traction are travel and offering test-drives for new cars.
What these categories have in common is that they typically rely on women as the core audience for the offers. When it comes to what you might call ‘home administration’, like making sure you have the right broadband plan or getting the best deal on your insurance, men are generally pretty lazy. Unless the information is put in front of them, they don’t do anything about it, and they can be really reluctant to actually make a decision.
On the other hand, women generally initiate the process of finding out what the options are around a product or service (although they might involve the man in the final decision). For example, if the kids are on the internet at home all the time and often running out of download allowance, the woman will be more motivated to act on an offer that promises double the downloads at half the price. So this is why we focus in on these types of offers at RiskFreeTV.
Within these broad categories, there are literally hundreds of possible offers, but what we’re looking for is an offer that requires low commitment to start with, but which can result in a high lifetime value customer. DRTV isn’t a cheap exercise, so we need to make sure your offer is going to produce the volume of leads you need to make it worthwhile.