Infomercial Twittering: The Long and Short of It
Posted on 25. Jul, 2010 by SNS Research in Concept
Q: How micro-blogging to improve my marketing efforts DRTV?
A:The June ERA webinar “Top Five Keys to Twitter Retail Success” is a must-see presentation for anyone with deep roots in infomercial marketing (https://retailing. webex./ec0600l/eventcenter).
Presenter Randy Price explained how micro-blogging offers several opportunities for brand building andmerce, each of them premised on engaging consumers in real conversation. Most encouraging, Dell–which alerts followers to hot deals by micro-blogging–made over $3 million via Twitter by June.
My previous speculations about Twitter’s potential have been grounded in the bottom-line practicality that drives most DRTV campaign decisions. And indeed, Price confirmed that micro-blogging expands your arenas for personalizing customer service, conducting pre-qualified focus groups and serving as a means to sell products on cell phones. But for DRTV practitioners, these uses are secondary to the “real” messaging–long-form programs and one- and two-minute spots.
Are there any marketing techniques more diametrically opposed than half-hourmercials and 140-character messages? The math is amusing. It’s been said that 140 characters create about 25 words and can be spoken in about 10 seconds. If you believe as I do that the more you tell, the more you sell, your Twitter channel will be selling with one keyboard tied behind its view screen. Why bother?
DRTV vets are a features/benefits-obsessed bunch, but we prefer them to be plain to see. While it may be that nothing that fits on a cell-phone screen is plain to see without squinting, Twitter may offer some valuable meta-benefits. Yes, there’s more!
So start to tweet; new sales may be sweet!
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