Your web traffic skyrockets. Phones are ringing off the hook. Money starts pouring in.
A moment ago, it was business as usual. Your digital marketing was giving you a hard fought trickle of sales. The numbers were looking softer every day.
Then, your first Direct Response TV spot aired and everything changed.
An unprecedented spike of consumer engagement crashes into your business. Within minutes, a whirlwind of prospects turn into a storm of paying customers.
DRTV has always had the power to take your business from zero to profit in seconds, but how it gets you there has changed. The days of counting phone calls to get the complete profitability picture are over. More people are responding to Direct Response advertising than ever before, but they’re responding however they want. The frenzy is so massive that it complicates results reporting for even the most seasoned marketers. It raises the question…
The skyrocketing activity from TV is exciting, but how do I know if it’s actually working!?
The first part of the secret code may not be a secret to everyone. You’ve probably seen it in action if you’ve ever watched a DRTV spot.
The promo code.
The anchor that tethers your customer to the spot that brought them to you. A short, memorable combination of letters and numbers that appear in the banner of your TV spot. It’s an incredibly powerful tool that can take the guesswork out of reporting when used effectively. Harnessing its power correctly is the key to unlocking the rest of the secret code.
Promo Codes: A Silver Bullet?
If you’re hoping the promo code will give you the complete profitability picture the way unique 800 numbers used to, consider your hopes dashed. No matter what you do, not everyone who sees your promo code will enter it at checkout. Some audiences are more meticulous about entering promo codes than others and it varies considerably by product category. It also can’t account for customers who respond to your ad but take a unique path to purchase.
Having a promo code in place is invaluable for measuring relative performance no matter what. They can give you invaluable data even with a very small spend in a tiny market. However, the more you can encourage customers to enter their promo code, the more complete your profitability picture will be.
Here are four secrets to maximizing the effectiveness of your promo code strategy:
Starting the chain reaction of increasingly profitable testing is a thousand times easier when you launch with an agency that already has tens of thousands of tests under their belt. At Marketing Architects, we’ve been testing constantly for more than 17 years. We have everything you need under one roof to launch campaigns in radio and TV with the online optimization to get them working together.
If you want see skyrocketing web traffic, phones ringing off the hook, and money from a storm of new customers pouring into your business, we need to talk. We can set you up with a winning promo code strategy that’ll show you just how profitable TV can be.
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