There is much debate in the Infomercial and Direct Response industry about testing strategies and media test budgets. High priced agencies usually quote media test budgets of $50,000 to $100,000. Conventional wisdom among most DRTV agencies and media planners is to test in increments of $10,000 to $15,000 per test. At my agency, we always manage client risk and have learned to test using lower budgets to test more variables, more offers, and to double check and make sure our systems are all working. Typically the first few days of a test campaign may be clogged with problems in the call flow, reporting or fulfillment files. These kinks in your campaign need to be worked on as much as the response metrics.
Here are five tips for an effective media test strategy:
- Start slow and test a small budget to make sure the inbound telemarketing and e-commerce mechanisms are properly in place.
- Test nationally, even if on small cable networks. This is a more effective test strategy than picking local markets for testing.
- Work with media buyers who offer reporting and tracking through a media management system,
- Find out the price and offer that consumers will jump at - and work backwards from there.
- Be patient.