Electronic Retailer - October 2011 - 65
NINE RULES FOR
DRTV SUCCESS
Since 1967, Lockard &Wechsler has been planning, buying and analyzing direct-response campaigns
for major corporations and fast-growing startups alike. In that time, we’ve established nine proven
methods to make DRTV make money – no matter what product you’re selling, no matter what medium
you’re using.When every minute matters, these are the rules for success.
1 Make empirical, not emotional, decisions.
And base them on cold, hard facts.
3 Programs should work the first time, every time.
In the right hands, results can always be improved, but not enough to resuscitate
provide meaningful direction.
4 Frequency is the benefit of success, not the key to success.
An expert DRTV agency will help you run a successful campaign for all it’s
a program that’s dead on arrival.
5 Never force anything. You can’t beat a down cycle.
The key is in knowing what the cycles are and going with the flow.
worth and advise you not to throw more money to the dogs.
6 Don’t waste time. Opportunities are fleeting.
A great media agency will be able to identify them and pounce on your behalf.
8 Test early and often. Don’t wait for a campaign to weaken.
Test offer, creative and media from the very beginning. There’s always room for improvement.
the analytical tools and expertise available to you.
9 Treat DRTV and the Internet as a single channel.
The Internet adds efficiencies to DRTV, and DRTV adds scale to The Internet.
To give your campaign its greatest chance for success, come to an agency that knows the rules for success.
With Lockard &Wechsler, you’ll benefit from decades of DR experience including short-form and longform
TV, radio, direct mail, FSIs and print. Your media will be
placed by senior people with the experience and the long-term
relationships necessary to get the best deals.
And, your business will grow with an agency who actually
believes in direct response ads like this, rather than one that
reverts to awareness ads to promote itself.
For additional information call DickWechsler now at
(914) 250-0250 or visit www.LWDirect.com
Media Buying • Creative • DRTV • Infomercials • Print • Radio • Hispanic DRTV
Irvington, NY
2 Numbers are everything.
They don’t lie. But they do have to be handled by experts so they give up their secrets and
7 DRTV is a science. The discipline will lead you to success.
Run hard with the winners. Cut your losers ruthlessly. Always take advantage of all
Electronic Retailer - October 2011
Table of Contents for the Digital Edition of Electronic Retailer - October 2011
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Perfect Hybrid?
Radio: The Wave of the Future
How to End Upsell Cynicism
Guest Viewpoint
DRTV
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - October 2011 - cover1
Electronic Retailer - October 2011 - cover2
Electronic Retailer - October 2011 - 3
Electronic Retailer - October 2011 - 4
Electronic Retailer - October 2011 - 5
Electronic Retailer - October 2011 - 6
Electronic Retailer - October 2011 - Calendar of Events
Electronic Retailer - October 2011 - Your Association, Your Bottom Line
Electronic Retailer - October 2011 - Industry Reports
Electronic Retailer - October 2011 - 10
Electronic Retailer - October 2011 - 11
Electronic Retailer - October 2011 - 12
Electronic Retailer - October 2011 - 13
Electronic Retailer - October 2011 - FTC Forum
Electronic Retailer - October 2011 - eMarketer Research
Electronic Retailer - October 2011 - 16
Electronic Retailer - October 2011 - IMS Retail Rankings
Electronic Retailer - October 2011 - 18
Electronic Retailer - October 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - October 2011 - 20
Electronic Retailer - October 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - October 2011 - 22
Electronic Retailer - October 2011 - 23
Electronic Retailer - October 2011 - Ask the Expert
Electronic Retailer - October 2011 - 25
Electronic Retailer - October 2011 - The Perfect Hybrid?
Electronic Retailer - October 2011 - 27
Electronic Retailer - October 2011 - 28
Electronic Retailer - October 2011 - 29
Electronic Retailer - October 2011 - Radio: The Wave of the Future
Electronic Retailer - October 2011 - 31
Electronic Retailer - October 2011 - 32
Electronic Retailer - October 2011 - 33
Electronic Retailer - October 2011 - How to End Upsell Cynicism
Electronic Retailer - October 2011 - 35
Electronic Retailer - October 2011 - 36
Electronic Retailer - October 2011 - Guest Viewpoint
Electronic Retailer - October 2011 - 38
Electronic Retailer - October 2011 - DRTV
Electronic Retailer - October 2011 - Legal
Electronic Retailer - October 2011 - 41
Electronic Retailer - October 2011 - Creative
Electronic Retailer - October 2011 - Member Spotlight
Electronic Retailer - October 2011 - 44
Electronic Retailer - October 2011 - 45
Electronic Retailer - October 2011 - Advertiser Spotlight
Electronic Retailer - October 2011 - Advertiser Index
Electronic Retailer - October 2011 - Classifieds
Electronic Retailer - October 2011 - 49
Electronic Retailer - October 2011 - Rick Petry
Electronic Retailer - October 2011 - cover3
Electronic Retailer - October 2011 - cover4
Electronic Retailer - October 2011 - outsert1
Electronic Retailer - October 2011 - outsert2
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