From “Direct Response” to “Brand Response”

Today, “old style” DRTV is dismissed as “yell and sell,” but once, it was the very heart of DRTV. Why? Because it worked. But as soon as something gets spoofed on Saturday Night Live, it’s probably on its way out. We’re calling our new approach brand response because we’re trying to refocus the goal. You want to sell your product, but not at the risk of tarnishing your hard-earned branding efforts. Here’s how we do it:

• We’ve kept what works and eliminated what doesn’t.

Our brand response advertising blends high-end production value and the audience awareness of image advertising with the immediate results and accountability of direct response. We help build strong brand awareness without the perceived stigma associated with the DRTV of the past.

• There’s a difference between inexpensive and cut-rate.

Our experience saves you money. What to shoot. How to market. Who to cast. Selecting the right words. It’s all part of the package. We’ve been there and put our expertise to work for you.

• Your product is the star.

We’ve worked with many big name personalities and, yes, it’s fun. But the real star of your spot is your product, or better put, your product’s story. The issue is not to draw attention, but to draw attention to the aspects of your product that are meaningful to a potential customer.