Product category:
Media
News Release from: HowTo.tv | Subject: one-click to purchase DM technology
Edited by the Marketingservicestalk Editorial
Team on 18 December 2007
Screwfix uses new DM technology in
HowTo.tv deal
HowTo.tv has announced that Screwfix has become the first brand to roll out a series of How-to-do themed videos, utilising new interactive direct marketing technology.
The technology delivers consumers "one-click to purchase" when viewing products featured in the brand-funded programmes Screwfix, the UK's largest direct and online supplier of building, maintenance and refurbishment products, has commissioned a series of DIY shows with HowTo.tv, the on-demand video marketing channel
Presented by Gavin Lowe, the first programme in the series will be a full 20-minute show split into seven easy-to-follow episodes delivered free, direct to the consumer via IPTV, podcasts, and mobile.
The first in the Screwfix series of shows will focus on how to choose and fit a shower.
Consumers viewing the show via their computers can interact with the videos by simply clicking on the products shown within them and be taken through to the shopping basket on the brand's website, in this case on screwfix.com.
Simon O'Mahony, Head of Marketing for Screwfix, commented: "Some 30 per cent of our business is generated online; commercially it makes sense for us to utilise a direct marketing approach that will deliver a return on investment.
"The deal with HowTo.tv provides us this opportunity; it is a sensible and commercially viable way of engaging directly with our consumers whilst offering them an opportunity to purchase a Screwfix product".
The technology created by the development team at HowTo.tv is available to any brand wishing to commission programmes.
The Screwfix series of how-to videos will be the first to showcase this innovative online software.
Howard Kosky, founder and Chairman of HowTo.tv, commented: "This technology provides the ultimate direct marketing tool as it allows brands to engage with their audience in an unobtrusive way whilst driving traffic directly to a brand's online shopping basket, and providing a measurable return on investment".
HowTo.tv provides the capability to produce and distribute brand-funded content.
The platform leverages its value to brands through multiple, independent marketing approaches, such as pre-funded and sponsored productions as well as site click-through and customer acquisition.
Producing brand funded on-demand video for brand owners, HowTo.tv offers a unique way to reach a target audience with contextualised advertising, wherever the audience happens to be, giving brands the opportunity to provide advice and cultivate relationships with their consumers at the right time, in the right place and right situation to be influential.
HowTo.tv offers cost-effective broadcast media marketing solutions in online advertising, direct marketing, social networking and brand customer relationship management.
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