Dip Before You Dive
Sep 11, 2015
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Dip Before You Dive


Just dive right in with your DRTV campaign. Bingo! Instant success, right? Well, possibly. But you’re really just groping in the dark unless you dip your little feet in. Test the waters for performance patterns and response rates. Then you can make every and all necessary adjustments — before the hard-won budget is blown. And you’re standing with egg on your face, while your colleagues pretend they’ve never seen you before. Test for success is the DRTV credo. Heed it or hide.

DRTV Test Guidelines for the Wise

  • Include a test budget with every new DRTV campaign. Keep it separate from the big one — your roll-out budget.
  • Test the least expensive DRTV campaigns first. Preserve those budget bucks any way you can.
  • Unleash a test campaign across a wide range of media. Which stations, markets, and demos are the big performers? Obviously, these get the budget bucks.
  • Increase ad frequency by 5-10 per week. If performance dwindles, scale back. If it climbs, crank it up!

If you have questions or thoughts about DRTV testing, please leave us your comments.

And for the best in Orange County video production, be sure to reach out to IDR. From DRTV campaigns to online videos, our services will build your brand across a variety of channels. Contact IDR for a free consultation.


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