Episode 091 - Your Chance To Advertise on TV

Simulmedia, a 10-year-old company based in New York and LA, helps businesses use TV advertising to get better results by bringing in data analytics. Recently Simulmedia launched a marketplace called D2Cx. It’s especially interesting for direct marketers who want to reach consumers on TV without all of the old hoops that you used to have jump through. I reached out to Matt Collins and invited him to come on the Copywriters Podcast to explain this. Some listeners are not ready for TV, but I’m pretty sure some will embrace the opportunity, since the opportunity to scale your business rapidly is simply unmatched by anything else. And it’s more affordable, as I understand it, than any other big-league TV ad opportunity. Matt will set me straight if I’ve got that wrong! Matt, welcome. Matt is Senior Vice President of Marketing at Simulmedia in New York City. Previously, he was VP of Marketing and Communications at Ampush, in San Francisco, which was involved in big-time Facebook marketing. Before we start, I’d like to give everyone a message that no one will mistake for marketing: Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Let’s start at square 1, Matt, and thanks again for taking time from your busy schedule: 1. Please give us a rapid tour of your background, especially in terms that would be recognizable to direct marketers and direct marketing copywriters. 2. Now let’s talk about D2Cx. What is it and how does it work? 3. In our earlier conversation, you told me that the minimum spend for D2Cx is $50,000. Could you give me an idea of what a company could get for that amount? 4. I have read that Simulmedia brings data analytics to TV advertising. Could explain what that means, and how that’s different from old-school programs for TV advertising? 5. Are there additional analytics available with D2Cx? 6. In terms of tracking results, you mentioned that there may be new third-party applications on the horizon, in the not-too-distant future. Could you talk about those and what a marketer will be able to measure with them? 7. What about the mechanics of actually producing a TV ad? I know that’s not your primary specialty, but a lot of people in this space are do-it-yourselfers. Is there a way to find out what the standards are? Is this doable if they don’t want to use an ad agency? 8. Anything else that direct marketers and copywriters should know? 9. If someone’s interested in finding out more, what are the next steps SimulMediaDownload.