Eight Strategies for Taking Your DRTV Global

There's a global economy waiting out there...are you ready to tackle it? We live in a global world, and we're all part of an international television advertising industry that presents significant opportunity for marketers looking to dip their toes into international waters.

March 21, 2007
Timothy R. Hawthorne

Eight Strategies for Taking Your DRTV Global 

There's a global economy waiting out there...are you ready to tackle it?
We live in a global world, and we're all part of an international television advertising industry that presents significant opportunity for marketers looking to dip their toes into international waters.

But getting there isn't easy. There are geographical boundaries to cross, rules to follow and new cultures to cater to. Those cultures have different buying habits, wants and needs, so simply translating an English short-form or long-form commercial isn't a workable option.

If you're ready to take your DRTV overseas but not quite sure how to go about doing it, here are eight strategies to implement right now:

1. Adopt a Global View: Here's a good starting point for anyone who wants to expand their DRTV reach by hitting up markets in Mexico, Latin America, Europe and Asia. Rather than expecting the consumers in these countries to adapt to your existing strategy, create a new one that encompasses a more global approach to the situation.

2. Get the Logistics Lined Up Early: Producing commercials with a foreign flavor can be exciting, but marketers who truly want to make an impact (and, money) overseas must get their back ends in order as early as possible. Finding the right telemarketing firm, payment processor and fulfillment companies to handle the task is of utmost importance, lest you wind up with a great-looking infomercial with nothing to back it up.

3. Broaden Your Scope: Rather than targeting just one locale with your DRTV, consider a pan-European or pan-Asian approach. "Why segment yourself in one area of the marketplace?" asks Toni Knight, founder and CEO at Los Angeles-based WorldLink. "Look at touching as many customers as possible, or you'll end up missing a significant portion of the population."

4. Work with a Reputable, Local Partner: You wouldn't head into an important court trial without a lawyer by your side, so why would you invest in an overseas DRTV strategy without a knowledgeable local partner? It's a refrain that's preached over and over again in DRTV circles: find someone who can help you get set up, negotiate media rates, comply with local rules and regulations, and handle the myriad other tasks that have to be checked off before you can do business in a foreign country.

5. Do Your Homework First: We can't stress this one enough: carefully research your target market(s) before jumping in. "You need to understand the legal issues, the currency issues and the tax issues," advises Knight. "Only then can you truly know if it's a viable market for your company and its products or services."

6. Follow the Rules: The biggest obstacles for American DRTV companies working overseas are the rules and regulations associated with each country. These rules can be complicated, and may vary widely from market to market (within the European Union, for example, there are different rules and regulations that DRTV marketers must follow).

7. Customize the Commercials: You don't have to learn a new language every time you want to do business in a new country, but your commercials do need to be produced in (or at very least, translated into) a language that consumers can understand. Don't overlook the need to "localize" the commercials (to specific audiences in certain areas of the country, if warranted) and adjust the messages and calls to action in a way that reaches the audience.

8. Be Ready to Back It Up: For a DRTV commercial to get through the gates of a foreign country, its marketers need be able to substantiate any claims made in the show. This should go without saying, of course, but any marketers looking to sell untested products overseas should create a bulletproof substantiation process that regulators can review and approve.

And finally, a bonus....

9. Don't be Afraid to Take a Risk: Doing business in a foreign land can be a daunting experience for companies that are comfortable working in the domestic market, but it can also be very rewarding. "DRTV marketers like comfort and want something that is risk free, but you have to take risks in order to reach the ultimate reward," says Knight. "If marketers approach the international market in a smart way by developing compelling commercials and setting up their backrooms the right way, a great opportunity is pretty much guaranteed."