Ad Agency The DRTV Centre Reveals The Persuasive Power Of Client Testimonials

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The DRTV Centre, the UK’s specialist Direct Response Television ad agency, describes a powerful weapon in its new business toolkit; brief testimonials from satisfied clients.

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Client testimonials are a hugely influential and effective new business weapon.

As the New Year approaches, ad agencies worldwide are finalising their new business, PR and promotional efforts for 2014. The DRTV Centre, the UK specialist direct response TV advertising agency, reveals a highly effective yet inexpensive new business weapon - short quotes from happy clients. These add extra credibility an ad agency’s PR and new business efforts and, because they come from interested third parties, make success stories and key selling points doubly convincing.

DRTV scripts include any TV advertising that asks viewers to respond directly by phone, SMS (text) or web site visit. Over a quarter of UK TV commercials feature direct response “calls to action” - that is, the advertiser aims to achieve immediate response from the viewer via an 0800 number, text response (SMS) or website visit. Depending on the advertiser’s marketing plans, the client’s desired response could range from a brochure request or other inquiry to a firm order backed by a credit card.

David Pearson of The DRTV Centre explains the power of testimonials: “In today’s intensely competitive climate advertisers are looking for the very best return on their investment. They have perhaps heard that DRTV can provide them with instant new customers at modest cost but, because they are new to this branch of television, many need reassurance that DRTV could work for them. Testimonials can provide that reassurance.”

Choosing an advertising agency is an important decision for clients. Testimonials can be the catalyst to give new TV advertisers confidence and promote trial, as in these examples:

“I urge any direct response advertiser to consider using The DRTV Centre.” - Alan Kennedy, Founder Director, National Accident Helpline

“We were first time TV advertisers and The DRTV Centre guided us through the process every step of the way.” - Barry Holloway, Marketing Director, uSwitch

“The DRTV Centre’s vast practical experience of writing and producing DRTV commercials has been invaluable to us in launching our ‘English Interactive’ product on TV in India.” - Bradley Mackintosh, Publisher, De Agostini

Deserving particular attention too are those endorsements proving that the agency's end-product delivers the goods:

The DRTV Centre adverts came in on time, on budget and, most importantly, have improved our response levels.” - Tim Farnfield, Company Secretary, WinWales

“The Viking DRTV commercials created by The DRTV Centre have been on air virtually every week for the last 3 months. The results have exceeded our expectations.” - Wendy Atkin-Smith, Managing Director, Viking River Cruises

In The DRTV Centre’s experience most clients will readily agree to supply testimonials if their results have been good. Resist any temptation for endorsements to be too lengthy, however, especially if they are mainly for website use.

“The key business objective which all these direct response clients have in common,” says David Pearson, “is the desire to recruit significant numbers of new customers, cost effectively. Any potential client who shares the same objectives will be reassured by endorsement from fellow clients in similar businesses.”

About The DRTV Centre:

Mission: “To create Instant New Customers for our clients.”

The agency was founded in London in 1997. It specialises in direct response television advertising.

The DRTV Centre’s service includes everything clients need to mount successful TV campaigns: strategies, idea creation, scriptwriting, storyboards, research, casting, location search, film/video production, music, voice-overs, Clearcast clearance, transmission copies, channel selection, TV airtime planning/booking and campaign response analysis.

The agency’s direct response TV experience includes advertising travel and holidays, cosmetic surgery, home learning, annuities, coins & jewellery, communications, comparison websites, divorce services, education, equity release, accident compensation, law, loans, white goods, pet insurance, vehicle security and toys.

For more information, call The DRTV Centre on (UK) 0800 635 9000.

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David Pearson
@drtvcentre
since: 11/2012
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The DRTV Centre
since: 06/2012
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The DRTV Centre, London

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