DRTV

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Lead Generation via DRTV is a Natural

Submitted by Mike Newman on Thu, 09/02/2010 - 15:25
By Gene Silverman, VP Marketing Services/Account Management, Hawthorne Direct
 
As a huge baseball fan, one of my all-time favorite movies is “The Natural.” Robert Redford plays the great Roy Hobbs, author Bernard Malamud’s fictional baseball star, who could throw a fastball so nasty that it would make Babe Ruth flail at thin air. When Roy himself was up to bat, his swing was as sweet as cherry pie and at the climax of the movie, his Pennant winning homerun off the light standard in right field ignited a fireworks display of mythic proportions.
 
Wouldn’t it be great if you could connect with your prospects with a call to action, just as natural as Roy Hobbs’ silky smooth swing connected with a baseball?

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Back to the Future, The Brandmercial

Submitted by Mike Newman on Thu, 09/02/2010 - 14:55
Ok, I admit to stealing the title of this article from the wonderfully entertaining Michael J. Fox movie trilogy. But in marking the 25th anniversary of the first Back To The Future movie, nothing could be more appropriate for the most exciting form of DRTV – the Brandmercial.
  
First appearing in the mid-1990’s and pioneered by Tim Hawthorne and Hawthorne Direct, the Brandmercial is a hybrid Infomercial where an authentic brand image is created, right along with the selling mechanics of DRTV. Brandmercials are 

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Imagining a Direct Response iPad App

Submitted by Tim Hawthorne on Thu, 08/26/2010 - 15:38

 For advertisers, the debate about whether Apple’s iPad provides superior experiences to its iPhone or Macbook is moot. With close to two million iPads sold in the U.S. by the end of June — and more than 200,000 more units selling weekly — iPadders are a rapidly growing enough audience to target with advertising.


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Creating Demand: The Secret of DRTV

Submitted by Mike Newman on Fri, 07/30/2010 - 17:03
What a great idea! It solves my problem! That’s a better way! Now it’s easy! I’ve got to have it! All of these statements, and hundreds more just like it, are common thoughts we all have when watching Direct Response Television. And of course, these are thoughts the creative geniuses who write and produce DRTV want you to have. Why? The obvious answer is because products and services are being sold and sellers want viewers to buy. But that’s putting the cart before the horse. The real answer, and not so obvious to the viewer, is DRTV’s ability to create demand. Whether it’s a product or service no other form of advertising has the ability to create demand like DRTV. 

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Media Buying 1oh!1

Submitted by Tim Hawthorne on Thu, 07/22/2010 - 09:46

The “Ohs,” the “Aughts,” the “Naughts,” the “Double Os”–seems no one is quite sure what to call or how to characterize the decade recently retired. Globalization, war on terrorism, everything Apple, reality TV, emerging BRIC economies, Web 2.0, global warming–is there a tidy zeitgeist to be found? Some suggest it was the Age of Turbulence end-capped by two major recessions: ‘01 and ‘08-’09.


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Tim's Latest Recommended Reading List!

Submitted by Tim Hawthorne on Thu, 07/22/2010 - 09:10

Amazon.com Now Selling More E-books Than Hardocover

http://www.dmwmedia.com/news/2010/07/20/amazoncom-now-selling-more-ebooks-hardocover

Pixazza Raises $12 Million for Commerce-Enabled Web Images

http://www.dmwmedia.com/news/2010/07/20/pixazza-raises-12-million-commerceenabled-web-images


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Hoover Selects Hawthorne For DRTV

Submitted by Mike Newman on Fri, 07/02/2010 - 20:11

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Watch TV, Go To The Store

Submitted by Mike Newman on Wed, 06/30/2010 - 21:37
"How can my retailer's sell more of my product?" has long been the million dollar (or multi-million dollar) question and primary frustration of product manufacturers. Rebates, discounts, print advertising, delayed billing, displays, in-store demonstrations, give-aways, consignment, customer service reps (read salespeople), and other enticements, inducements, and promotions often produce mixed results at best.   Even when some of these methods succeed in selling more product the expense of the promotion often result in smaller profit margins for the manufacturer.

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DRTV: Unconventional Recessionary Wisdom

Submitted by Tim Hawthorne on Wed, 06/30/2010 - 15:33

I have written often of DRTV’s effectiveness during economic recessions, because (unfortunately) the business cycle guarantees them. The recent malaise is the third major recession of the last twenty years, and certainly the worst. The first two forced us to author a DRTV platform for tough times, which, as we exit this downturn, is worth a revisit. Some tenets are common sense:


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Tim's Latest Recommended Reading List

Submitted by Tim Hawthorne on Thu, 06/10/2010 - 16:18

Hooked on Gadgets, and Paying a Mental Price

http://www.nytimes.com/2010/06/07/technology/07brain.html?partner=rss&emc=rss


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