Posts Tagged ‘DRTV Marketing’

Channel Crossing: Retail’s Road Less Traveled: Sales for Every Season

May 2, 2012

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By: Maria Eden, Senior Vice President, Director of Short Form, Mercury Media Philadelphia 

“Are we there yet?”

If this sounds familiar to you, you’re probably a parent of small children, a marketer for retail clients, or both.

When it comes to marketing, we’ve found that retailers are often single-mindedly focused on their final destination – the Q4 holiday season.  After all, more than $1 billion was spent during 10 shopping days this season, led by Cyber Monday, which ranked No. 1 for the second consecutive year at $1.25 billion.

But even as visions of Black Friday, Cyber Monday and Super Tuesday dance in retailers’ heads, it’s our job as marketers to keep them focused on their journey toward success year-round.

At Mercury, we’ve found that our retail clients perform best when they base their media strategy on a full calendar of sales, marketing and effective media. Only then can they maintain good customer data, consistent sales and mind share.

It’s no secret that marketers use DRTV to generate immediate product sales.  But the medium is also amazingly adept at driving traffic to retail stores, catalogs and the Internet.  Below are three of our most well-tread tips for your road to retail success:



GREAT Direct Response Creative in Six Simple Steps

November 12, 2009


By: Chrissy Ferrier, Creative Director, Mercury Media Boston

An effective creative is essential to the success of any direct response campaign. The historically proven DRTV creative formula consists of six key elements that we strive to include in all of our creative pieces.  Integrate these six elements and your creative is sure to generate a response! (more…)

Managing Call Centers for Optimal Response

November 10, 2009



By: Daniel Diamond, Vice President, East Coast Operations

If clients were asked to rate their call centers’ overall performace, the overwhelming response would be that their call centers could always be better.  While it may appear that the call center business is a thankless one, it can be very rewarding if managed correctly.  Like your media agency, your call center is a valuable ally in successfully executing your overall campaign. (more…)