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TV drives to retail; direct sales secondary
In some cases, our clients have a retail presence, but use DRTV as another revenue source or to further seed retail. DRTV can offer exclusive incentives that increase customers' sense of urgency to buy. Of course, some customers prefer to buy at retail; for them, DRTV educates and pre-sells them so they can seek the product out when they shop. For clients who use DRTV in this category, retail sales are included in the ROI but are not part of the primary strategy.
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Callaway Golf Company
Tropicana
Philips Consumer Electronics |
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