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Hollard employs DRTV as part of a Multichannel Marketing Strategy

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In Action Summary

391_MultiChannel

Direct response marketing creates leads which flow into a call centre or online environment 

In order to address customer needs, offer reach and build the appropriate scale, Hollard employs Direct Response TV (DRTV) as the centerpiece of a smart multi-channel marketing strategy in Tanzania. DRTV is a cost-effective way of reaching customers who are uncovered and Hollard is mainly focused on distributing simple life products through direct response channels.

For Hollard, Direct Response advertising creates leads which flow into a call center/online environment where a sale can be made. Running a Direct Response business also generates a significant database of client details which can be used for Direct Marketing/acquisition purposes.

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