You’ve heard this dozens of times: Brands must be unique. Otherwise, who sees you? An understandable belief. So many products squeezed into a cramped market space. How can a DRTV production possibly get noticed? Only one way — it has to shout good and loud. But don’t crank up the volume right off the bat. There’s something your DRTV production must do before all else. And that is convince viewers to take action. This is the number one, don’t-even-argue-about-it, priority.
So why do so many brands overlook this long-held DRTV principle? Instead of spotlighting benefits, marketers pour everything they’ve got into product uniqueness. Sure, your brand will stand out. But it’s a costly move. You need to get your priorities straight. Product benefits first; product uniqueness second.
Think of product benefits in terms of importance – the highest value gets first mention, with the runners up highlighted in order of importance. Remember, creativity is the key. Don’t expect to hold viewer interest by rattling off a laundry list of benefits.
Once product benefits are lined up, you’re ready to shift to product uniqueness. The goal here is twofold: get your brand noticed in the brightest possible light and convince viewers your product is preferable to the competition.
If you have questions or thoughts about DRTV production, 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.