Peter Koeppel is the President and Founder of Koeppel Direct, a leader in (DRTV) direct response television, online, print and radio media buying, marketing and campaign management.
Thursday, November 20, 2008
Increasing Marketing Efforts in a Slowing Economy
The slowing of the economy and rising unemployment rates has many marketing professionals unable to predict what this season will bring.
The challenges are many. It is becoming increasingly difficult for marketers to track campaign results and keep up with increasing media rates for their clients. Finding a marketing method that tracks measurable results is important.
Survey says. According to the 2008 “State of Marketer” survey report from Eloqua, accountability pressure is increasing. 86 percent of marketers reportedly feel constant pressure to provide clients with tangible results. Sixty-eight percent of marketers are actually measuring how much marketing service they provide as a quantifiable number to their bottom line.
Out with the old, in with the new. The reason some media buyers are having such difficulty providing accountability for advertising dollars spent is because they are still clinging to old, traditional advertising methods. Remaining on top of industry changes – especially the technological advances like the emerging mobile advertising market – is more important now than ever.
Complete media strategies are necessary. A recession can actually benefit marketing experts who know how to leverage their skills in media buying and take advantage of opportunities.
Traditional advertising strategies are no longer enough. More and more Fortune 500 clients are searching for marketing firms that provide a unique, nontraditional approach that gets clear, measurable results. These marketing experts should have a proven record of being able to capture (and keep) the target audience's attention and encourage sales conversions across all media channels.
Saturday, October 18, 2008
Who-TV Prepares Viewers for the Digital Transition
Who-TV has been busy preparing its viewers for the television transition coming February 9, 2009.
Recently, the local Iowa broadcast television station, conducted a test to determine whether viewers are prepared to go digital. An estimated 18 percent of Des Moines, Iowa residents currently get their TV signals over the air.
Ready to go digital? The "Who Test" involved running a banner containing text instructing viewers to switch over to the digital channel to see the same program in progress without the banner. Viewers unable to do so will recognize that they are not ready to go digital.
According Dale Woods, VP and general manager of Who-TV, the digital test was "Fantastic." He explained that the test really helped viewers realize the reality of the transition, and that is not so far away.
Why is this important? Call this test an innovative way of nudging the public into taking action before the change. And perhaps as Iowa goes, so goes the whole nation. Either way, the change is coming and viewers throughout the U.S. need to make the switch sooner rather than later.
Sunday, October 05, 2008
The Future of Mobile Advertising: A Media Buying Dream?
The potential of mobile advertising has media buying experts getting excited (and with good reason) about seemingly the limitless possibilities.
With new devices like the iPhone emerging on the scene, the newest generation of mobile devices comes fully equipped with full browsers allowing consumers to remain connected
everywhere. Advertisers have an open opportunity to make a strong impression on this market with their products ands services.
Is the world ready for mobile advertising? The fact is that mobile advertising offers media buying experts a multi-faceted opportunity to reach their target market. What could
be better than that?
Still, media buyers and media buying experts know that mobile advertising is unchartered territory. These mobile devices are nothing like television and other traditional
advertising methods. Mobile devices allow consumers to search for, receive and share information with others in an instant.
A crash course in mobile media trends… Advertisers are attempting to learn all they can about the mobile Internet audience and what it will take to get their attention. Keep an eye
on developments within the mobile web market to find out just where mobile advertising fits in.
Thursday, August 07, 2008
The Web and Decision-Making: Why (and how) the Internet is becoming our most powerful media.
The Miniwatts Marketing Group has been charting Internet usage by world region since 1995. Statistics show an overall increase in Internet market penetration. In fact, less than 1 % of the world's population (.4%) were regular Internet users in 1995. The most recent figures, from March of 2008, show an Internet usage increase of over 2000%. From that same source, we also know that worldwide Internet usage figures are now at 21.1 % or the world's population (1,407 million Internet users worldwide).
No other type of media has grown so dramatically during the same time period.
Internet usage has grown most rapidly in industrialized nations. Internet usage in industrialized regions of the world, where individuals tend to have a higher per capita income, has increased even more rapidly than in other areas.
For more please visit our media buying archive at www.koeppeldirect.com
Thursday, November 15, 2007
In the past, advertisers have focused on reaching consumers in the 18-49 age range. Today, that may be changing. As more and more companies are realizing the buying power that the Baby Boomer generation possesses, infomercial
marketers are shifting their ad dollars and campaigns to reach this powerful market segment.
The Baby Boomers-those born between 1946 and 1964-comprise a market of 76 million people. And unlike the younger generations who are saving to buy houses and cars and struggling to raise a family, Boomers have a fat wallet of disposable income (some experts have approximated that Boomers have nearly a trillion dollars of spending power). Knowing this, no direct response television
company can ignore the sheer size of the market, nor the wealth or voice that they have. That's why smart marketers are rethinking their ad campaigns and targeting this profitable niche.
So what's the best way to reach this market? TV and Internet, for sure. While television is still the most effective medium for reaching Boomers, the online options are growing fast.
Monday, October 01, 2007
Peter Koeppel Selected As Chairman Of Prestigious ERA Meetings and Conventions Committee
Peter Koeppel has been selected as chairman of the Electronic Retailing Association Meetings and Conventions Committee. As chairman, Koeppel will head up one of ERA's most important committees, which accounts for a sizeable portion of ERA's revenues. "I'm honored that I was selected as a chairman for such a prestigious ERA committee. "We selected Peter because of his leadership, strong marketing background and his continued commitment and contributions to ERA," said Karla Kelly, VP of Meetings for ERA.
Peter Koeppel is founder and president of Koeppel Direct, a leader in direct response television
, online, print and radio media buying. Peter has over 25 years of marketing and advertising experience. Koeppel has helped Fortune 1000 businesses; small businesses and entrepreneurs develop infomercial
campaigns to increase profits.
Monday, April 16, 2007
Direct Response Television (DRTV)
Direct response television (DRTV
) is an excellent vehicle for marketers to utilize for selling product and services directly to consumers. Direct response TV has proven to be an effective marketing channel for both Fortune 1000 companies as well as entrepreneurs. Direct response television consists of both short form DRTV spots, generally:60 or :120, and long form DRTV, which are commonly referred to as infomercials. DRTV works best for products that appeal to a broad audience and are highly demonstrable. Typical DRTV Purchaser
The typical direct response TV viewer and purchaser is a woman about 50 years old with a household income around $55,000. However, males now make up a sizeable segment of the DRTV viewing audience. In fact, one of the leading direct response television products over the last several years was a ladder product and 60% of the DRTV purchasers were male. In recent years the direct response TV industry has experienced growth in DRTV
purchases among a younger segment of the direct response television audience.
Friday, March 30, 2007
The Future of DRTV Media Buying
I expect video on demand (VOD) to become a big growth area for Direct Response Television (DRTV) marketers. This will allow consumers interested in finding out more about a particular product or service to view a longer format commercial, somewhere between a short and long-form DRTV spot length. Comcast and others are aggressively moving forward with VOD programs.
Due to the fragmentation of the viewing audience, I expect to see the industry start to air commercials in new mediums such as cell phones, iPods, gaming devices, etc., to more efficiently reach various segments of the population.
Peter Koeppel is Founder and President of Koeppel Direct
Monday, March 12, 2007
Make your next new DRTV product rollout a success
An "If you build it they will come" mentality may work for baseball fields but not necessarily for new product launches. The truth is that whether you're a designer debuting a new faucet profile or a large manufacturer rolling out a new cabinetry collection, you need to follow a proven 10-step process that will give your new wares the greatest chance for success:
Develop a DRTV direct response television
product that's in your area of expertise. If you or your company are already an expert in a certain field (plumbing or appliances, for instance), then stick with that area of expertise. If you're an authority in a particular area, you will better understand what the consumer finds interesting about the product and know how to most efficiently market it.
Research your potential consumer. Find out if your new product has market appeal by conducting a survey of past customers who bought a similar product in your line and ask for their opinion of this new product. You can also engage focus groups to give you input.
Research existing patents, then file for a patent. Take note: Someone else may have already come up with your brilliant idea but has yet to launch the product. Nearly 97 percent of all patented products never make it to market, so go to the U.S. Patent Office website at www.uspto.gov and complete a product search. Also, be sure to check out retail stores and scan catalogs to see if any similar merchandise is currently available.
Make a prototype of the product. Before you file for a patent, you need a prototype of the invention. Be sure this is the final form of the product idea you want to patent, because if you make changes after your patent is filed, you'll need to re-file.
Ask the right questions. When you're considering patenting something, be sure you ask yourself some key questions to determine if it's a good idea to move ahead, such as: "Is this a unique product that solves a real problem?" "Is this product easy to manufacture?" "Who will buy this product?" "What is the size of the direct response
market?" "What are the growth prospects?" and "Who's the competition?"
Tuesday, March 06, 2007
DRTV and the Future of Television
The union of direct response television and the internet is spawning a wide variety of offspring Bosses in the television industry have been keeping a nervous eye on two Scandinavians with a reputation for causing trouble. In recent years Niklas Zennström, a Swede, and Janus Friis, a Dane, have frightened the music industry by inventing KaZaA, a "peer-to-peer" (P2P) file-sharing program that was widely used to download music without paying for it.
Then they horrified the mighty telecoms industry by inventing Skype, another P2P programme, which lets internet users make free telephone calls between computers, and very cheap calls to ordinary phones. (The duo sold Skype to eBay, an internet-auction giant, for $2.6 billion in 2005.) Their next move was to found yet another start-up -- this time, one that threatened to devastate the television industry.
It may do the opposite, as it turns out. The new service, called Joost and now in advanced testing, is based on P2P software that runs on people's computers, just like Skype and KaZaA.
And it does indeed promise to transform the experience of watching television by combining what people like about old-fashioned TV with the exciting possibilities of the internet. But unlike KaZaA and Skype, says Fredrik de Wahl, a Swede whom Messrs Zennström and Friis have hired as Joost's boss, Joost does not "disrupt" the industry that it is entering. Instead, rather than undercutting television networks and producers, he says, Joost might, as it were, give them new juice.
There is, in short, no consensus about the best way to combine television with the internet. Instead, there are a variety of experiments, of which Joost is the latest example and YouTube the best-known. But as with telephony, the internet is unpicking service delivery from network ownership. Joost, YouTube, iTunes and Netflix do not need their own networks to supply their video services: they can piggyback on fast internet links provided by others.