Will your meticulously-crafted DRTV production rock audiences to the core? Shake them up and get them to click or call? If your answer is maybe, baby, you’re playing a guessing game that could, and likely will, cost you plenty.
If needles spending gives you the shivers, consider shifting the odds a bit more in your favor. You’ll sleep better; smile more. So by all means, take full advantage of a concept known as audience testing. Sound familiar?
Pause for reality check — testing doesn’t guarantee success. Never has, and probably never will. Thorough testing, however, can reveal DRTV frailties, which thankfully can be corrected before they shred your budget.
DRTV testing generally is double layered. First in line are surveys, typically done online. Surveys invite subjects to sound off about early-stage creative elements – concepts, storyboards, etc. If adjustments are needed, bingo – they’re done without wallet damage.
Focus groups, the second testing layer, dig deeper to pinpoint viewer attitudes and responses. Put focus groups and surveys together, and you get a pretty good idea of where your concept stands in the eyes of viewers. Then it’s just a matter of fine-tuning – before the big spending begins.
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.