DRTV previously tested by DW but thought to be unprofitable.

RBL reviewed previous activity and developed infomercial and short-form DRTV test strategy

RBL planned, implemented and reported on DRTV test in September 2007 encompassing offer, media, creative, response handling and reporting

Results

Tests proved very successful with DRTV becoming a cornerstone of DW’s customer acquisition strategy on air until April 2010

Over £1m spent on DRTV to-date and over 40,000 customers recruited.

DRTV now on its 3rd DRTV commercial with multiple versions/offers being tested

RBL continue to provide offer, media, creative and response management support

Research potential channels to market for TTC UK roll-out of home learning DVD/CD catalogue

Competitive analysis and barriers to entry. 

Size each channel and evaluate likely volumes, costs and ROI - online, press and PD inserts, press, DRTV, direct mail and door drops.

Review offers, creative executions and formats for each channel.

Prepare fully costed 3 year multi channel customer acquisition plan.

Present to client for approval for September 2010 start

Client’s DRTV campaign restricted by incumbent call centres capacity and capability.

RBL to source, brief and train alternative outsource contact centre to handle all inbound telephone response to national DRTV campaign

Relocate to new centre within 4 weeks

Define KPIs, data requirements and daily/weekly client reporting

Deliver clear results reporting

Convert callers to buyers and improve upsell conversion %

Results

New call centre appointed, briefed and set-up on schedule

95%+ of calls answered

Conversion to order more than doubled overnight

Upsell conversion increased to over 60%

DRTV

On-screen donation ask £2 per month

Response invited by telephone, online and SMS

RBL to appoint and manage an outsource contact centre to handle response and fulfilment

Results

95%+ of calls answered

80%+ conversion from call to supporter

Careful scripting achieved actual average gift of £4.61

Successful October 2007 test has led to rollout with on-going commitment to new acquisition channel