David Swannell, Media Director at TRT Direct, took a bit of time out of his hectic schedule this month to pen some extremely useful words of wisdom for readers of Direct Commerce magazine.

David’s “Could TV be right for your business?: A guide to avoiding big mistakes on the small screen” is set to appear in the February issue of the magazine and is packed full of essential advice for anyone contemplating a move on to TV for their business. Drawing on David’s 20 years’ experience in the business and TRT Direct’s proven record of successfully launching direct brands on TV, the guide offers no-nonsense tips on all the things that would-be TV advertisers should consider before their first campaign.

Covering the whole process from initial decision to analysing the post campaign results the article is a great source of tips on everything from the very fundamental question ‘Is TV right for your business?’ through to targeting considerations and how to get your creative right. Being an insider David also lets you in on what to look for when choosing an advertising agency to work with and shares his expertise when it comes to demystifying the complex art of buying airtime and making sense of the response effect that your ad creates.

David Comments: "TV has the ability to grow businesses - but only if it is done correctly. Using TV, you can communicate with existing customers at the same time as recruiting new ones. It's also a versatile channel that can offer marketing teams a level of flexibility that you might not expect. And the great news is that it needn't be cost-prohibitive to test. TV advertising is within reach for most companies."

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