Before you “change the channel,” be aware that DRTV is more than yell and sell, gut busters and cash-for-gold commercials.  Direct response television is much, much more.  Its major brands like 3M, P&G, Home Depot, Black and Decker, Bose and ING generate qualified leads, drive traffic to retail and the Web, and lift brand awareness at fractional costs of 30-second spot TV advertising.  So what are the key elements to DRTV in tough economic times?

1. Lower Production Costs

Both long and short form DRTV production budgets can be surprisingly lower than those of typical brand-building awareness commercials.  Remember, in a recession, you don’t need a $15,000-a-day commercial director, even if you think you do.

2. Lower Media Costs

DRTV media is purchased as deeply discounted remnant time, which, as a fluctuating commodity, is highly negotiable.  In the current recession, media outlets are hurting and ad revenues have plummeted, especially at broadcast TV stations.  Media tests for as little as $30,000 over 10 days can accurately determine the effectiveness of your commercial, giving instant feedback about how offers and creative are working.

3. Honesty is the Best Policy

We all know the economy is hurting; you can score points with consumers when you acknowledge that fact.  The best DRTV spots today feature a dose of candor and realism in the creative, like honest testimonials, from real spokespeople, in real situations.

4. A Way to Position Offers They Can’t Refuse

You need to move product; consumers need to save money.  Use DRTV to push viewers to the Web for dollars-off coupons, limited time discounts, 60-day-free trials, free shipping, money-back-guarantees, loyalty clubs and continuity offers.  Focus on the added value you can give consumers.

Originally published in ChiefMarketer.com, August/September 2009

Author of over 200 published articles, Tim Hawthorne is Founder, Chairman and Executive Creative Director of Hawthorne Direct, a full service DRTV and New Media ad agency founded in 1986. Since then, Hawthorne has produced or managed over 800 Direct Response TV campaigns for clients such as Apple, Braun, Discover Card, Time-Life, Nissan, Lawn Boy, Nikon, Oreck, Bose, and Heifer International. Tim is a co-founder of the Electronic Retailing Association, has delivered over 100 speeches worldwide and is the author of the definitive DRTV book The Complete Guide to Infomercial Marketing. A cum laude graduate of Harvard, Tim was honored with the prestigious "Lifetime Achievement Award" by the Electronic Retailing Association (ERA) in 2006.