Many people call this phase “the media test”. In actuality, you will not be testing the media – we know TV works – you are testing the show. How effective is the production at generating calls and sales?
Since there generally are no accurate ratings for direct response, it is critical to run in networks, stations and day parts that have proven successful for products either in the same category or targeting similar target markets.
The test phase is usually crafted to mirror what a full national rollout of the show would be. In other words, it should be an accurate mix of national networks and local broadcasts.
The budget for the test could vary depending on the season and the geographic markets targeted, but it generally runs about $75k for long form (28.5 minutes) and $35k for short-form spot and should run at least two weeks. Budget plans should also include testing several prices points and offers to determine which ones generate the highest returns.
Careful analysis of the test result will determine whether (1) the product is not a DR product, time to cut your losses and bailout, (2) further testing (again prices point, offer, up-sells and etc.) is need, or it’s time to move to a full national rollout. Again, this analysis should be made very carefully and objectively. (See InfomercialConsulting.com) Over the years we have seen examples of products that kept running too long and others that quit too soon.
Next we will outline the backend elements necessary for a successful direct response campaign.
