What is Direct Response? Direct Response is a form of advertising or promotion which seeks to generate a measurable reaction from customers or prospects. Print or broadcast advertisements featuring a mail-back coupon or toll-free telephone number are among the most common forms of direct response advertising, such as infomercials, TV spots, or radio ads.
It is the school of advertising that says, "The Internet is an interactive medium. If the consumer interacts with our marketing efforts, we've done our job." Unfortunately for agencies, there's nowhere to hide with interactive campaigns, as they produce precise success or failure measurements.
It is advertising designed to trigger a behavioural response in target audiences, e.g. placing mailback coupons in the ad, asking people to bring in or mention an ad, setting up a phone number and asking individuals to call for further information etc.
Most inbound Call Centers can handle direct response campaigns from print sources such as direct mail. Mid-size inbound Call Centers can adequately handle regional or cable TV advertising. There are only a handful of mega-Call Centers that can appropriately handle large scale national TV or radio advertising. This is because of the volume of calls that are generated.
If you are doing a national ad on one of the major networks and include a toll-free number, if you have only 5 callers from each state call as soon as the ad is over, you will have over 250 calls arriving simultaneously at that Call Center. That Call Center must have that many agents available and ready to answer the calls and not abandon a high percentage of call. And 5 minutes later, that call volume will drop off and that Call Center needs to be able to keep those agents busy to justify their labor cost of being available.
Most Call Centers that can handle this volume, have many multiple accounts that feed into a pool of shared agents. This means that these agents may have to handle dozens or even hundreds of different scripts for various clients. That means that program specific training of these accounts is almost impossible as the agent will only be able to access and retain what is available through the computer script.
Consider these firms if you are doing Infomercials, TV spots, TV advertising, radio advertising, 30 second spots, 60 second spots or full-length infomercials.