System Pavers, an outdoor home remodeling company, has begun a lead-generation campaign to promote installations of decorative paving stones. The effort includes DRTV, radio and a digital videodisc.
Sixty-second DRTV spots are running on broadcast stations in Portland, OR, Seattle, Denver, Dallas, Atlanta, Washington, suburban New York and Boston, according to Doug Garnett, president of Atomic Direct, System Pavers’ agency. The company previously had tested 120-second spots and found the shorter form to be more effective. Minute-long commercials on talk and news radio stations will air in the same markets, Garnett says.
The DRTV ads, which include a toll-free 800 number and a Web address, are aimed at lining up appointments for local company reps to visit prospects’ homes.
Respondents receive a DVD in the mail. The company decided to include the 10-minute discs as a so-called long-form component. (Even though
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