A key challenge for manufacturers is the need to drive sales in multiple channels. Direct response TV and high-performance Web sites remain popular methods for manufacturer-consumer interaction. As consumers increasingly use online resources to research products advertised on TV, manufacturers must communicate directly with them.
A recent study reveals that 72% of consumers go directly to manufacturer sites instead of retailer or search sites to obtain product information. Here are a few of the details they're looking for:
- Inventory/stock status 88%
- Special offers 87%
- Complete list of local stores 75%
A consumer research session may be started as the result of a direct response TV campaign. For example, in Fall 2008 KitchenAid is building consumer interest in its mixers via its promotional campaign on TV. Consumers can research the product online, purchase the product at a Web site operated by an independent vendor or make their purchase at retail stores.
The KitchenAid campaign is one example of the way manufacturers should coordinate marketing messages through multiple channels. Remind your clients that your agency can manage multi-channel campaigns to help them increase sales.[Sources: Improving Web to Store Customer Experience, Krillion, 2008; Hurn, Mary Elizabeth. "KitchenAid will add DRTV to marketing mix," DM News, 10.10.08]