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"Thank you Apex Media. Your results driven focus and willingness to go the extra step has been invaluable to America's Note Network and our success."
Michael Friedhaber America's Note Network Director of Media
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"...Apex is not just a buying agency. Rather it's an integral part of our team working hard every day to help us grow, build long-term strategy, and improve virtually every aspect of our business. We cannot imagine building Halos Sunwear into a behemoth without the support of Apex..."
Adam Stein, President, Halos Sunwear, Inc.
"...Over the past few years TMS has been privileged to work with Apex on many successful Direct Response Campaigns. That success is a result of working with true industry professionals who go the extra mile for us. Apex' communication and attention to the "Critical Success Factors" necessary for campaign success, makes the Telemarketing portion of the business much easier..." Steve Bennett, Director of Sales & Marketing
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Our services for direct-response advertisers |
 Direct-response television (DRTV) is highly effective and cost-effective advertising, when used properly for certain types of consumer products.
DRTV is effective because of the persuasive power and broad reach of television, a vivid medium reaching millions of consumers. DRTV is cost-effective because the results are immediately and precisely measurable (product orders come in or not), which allows adjustment of the ad and targeting.
Half-hour infomercials (known as "long form") are arguably the most effective form of DRTV. But "short form" (DR commercials of 30, 60, 90 or 120 seconds) can also be effective for certain types of products.
If you are currently working with an advertising agency, Apex will gladly cooperate with them to complement and extend the services they provide to you. However, we will not serve you without your agency's permission.
If you are not currently working with an agency, Apex will help you with every step in your direct-response campaign. Our fee for buying TV airtime is the industry-standard 15 percent commission on the sale. Our other services described below are free-of-charge.
The following are the steps in a typical Apex campaign. Those with an asterisk ( * ) use technology or methods exclusive to us.
- Evaluation of product idea
DRTV advertising is appropriate for consumer products with these features:
- a unique selling-point that appeals to the mass market
- benefits that can be demonstrated quickly and visually
- testimonials from users (preferably before and after)
- a mark-up ratio of three or more
- preferably has add-on products or consumables, for continuing sales
Does your product fit this profile? If so, congratulations! You're on your way!
- Creation of marketing plan
Apex will help you decide how best to market your product, including:
- ad media (long or short form TV, Internet, radio, print, global distribution)
- product offer (price, number of payments, premium and "upsell" products)
- product selling-points and claims (with substantiation to ensure legality)
- forecasted startup costs and revenues
Our decade of experience in the direct-response industry will guide you to wise decisions.
- Ad scripting and production
A successful ad requires talented writing and production. Apex will introduce you to production companies we know and trust, and steer you past sharks in the industry. We can also help polish your ad, and make sure it includes all necessary disclaimers and documentation of claims.
- Ad testing
We usually recommend testing a new ad in a few markets, to see where and when it performs best. Our decade of experience allows us to make educated guesses, but unique new products can be unpredictable. If the ad performs less well than we expect, you can adjust it before investing in a full-scale campaign.
- Media buying *
Based on test results and our experience with similar products, we buy airtime for your ad in appropriate markets and timeslots. We have exclusive access to a vast amount of airtime (broadcast, cable and satellite), because of our strong relationships with nearly a thousand broadcasters across America. Our exclusive software streamlines the buying process, and prevents accounting errors common in our industry.
- Duplication of ad *
The producer of your ad sends a master copy to a duplication facility called a "dub house." The dub house makes duplicate copies, each customized with a different toll-free number for consumers to call. Then the dub house ships the duplicates to broadcasters from which we bought airtime.
Apex will refer you to dub houses we know and trust, and make sure your ad is handled correctly. We also are starting to deliver duplicates via the Internet instead of tapes. This exclusive new technology is faster and easier to manage, preventing lost tapes and mistakes in airing.
- Airing of ad *
Broadcasters air your ad in the timeslots we purchased. If no product orders come in from a broadcaster's market, we ask the broadcaster for proof of airing (a "log"). Or if your ad was delivered electronically, airing logs can be sent to us automatically, which is a huge timesaver for everyone.
- Inbound telemarketing
Consumers watch your ad, and call the toll-free number for their market (which tells us how each airing performs). Skilled phone-operators at a telemarketing company read a script about your products (including any upsell, cross-sell and continuing-purchase products) and take orders. Apex will refer you to good telemarketers, help polish their script, and make sure they convert calls to orders at an acceptable rate (at least 50%).
- Internet ordering
Your ad should also include a website address, since a growing number of consumers (currently 25%) prefer to order via the Internet. Apex can refer you to talented website designers, and negotiate with other companies to sell your product on their websites.
- Credit card processing
We receive order data from your telemarketer and website, and send it to your merchant bank. The bank processes the credit card charges, deposits the funds in your merchant account, and tells us which charges were approved and declined. This allows us to correct the declined orders, which other agencies seldom do.
- Order correction *
Our exclusive software sends the declined orders to your customer service provider, who phones the customers to correct the problem. Most declined orders can be saved by correcting a simple error in the credit card number, or by resubmitting the order. This prevents a substantial loss of revenue for you.
- Order fulfillment *
Your product is warehoused and shipped to customers by a facility called a "fulfillment house." We send only approved orders to the fulfillment house, which prevents costly errors and delays. Our exclusive software also sends them continuing-purchase orders automatically, which allows easy management of complex order programs. Shipment tracking data is sent back to us, so it is available for customer service. Apex will help you choose a trustworthy fulfillment house that is best suited to your product.
- Customer service *
Your customer service provider answers calls from customers who have questions or problems with their order. Our exclusive software gives your provider up-to-the-minute shipping data and ordering history. Apex will help you choose a provider if you don't have one already.
- Outbound telemarketing *
Your customer database is a valuable asset that can generate additional sales. Outbound telemarketers call your customers to offer additional products or continuing-purchase programs. These additional sales can account for 20 to 90 percent of your total. Again, our exclusive software gives the telemarketer a complete ordering history for each customer.
- Performance analysis
When we receive order data, we analyze it to determine where and when your ad performs best. Our software can generate any report you need, with statistics such as Costs Per Order and Media Efficiency Ratios. Based on this analysis, we buy more airtime in the best markets and timeslots, and your campaign continues.
* uses Apex-exclusive technology or methods
Apex Media offers an impressive range of innovative services, cutting-edge technology and exclusive airtime. You'll see from the testimonials we have a reputation for personal attention and integrity. Our goal in every transaction is to grow your business and facilitate a win-win between you and the broadcaster.
Apex Media
Your strategic partner for paid TV
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