Starring in their own infomercials is a somewhat frightening prospect for many people, but it has so many benefits for your business that you’ll want to get past your fears. The fact is that your customers want to see you in person – in fact, they are excited to see you in person! Earning recognition will help you sell your product or service because customers will grow to know, trust, and appreciate the face behind the name.
Posts Tagged ‘infomercials’
Increase Revenue by Starring in Your Own Infomercial
Sunday, July 4th, 2010Tune in to the Value of Infomercials
Tuesday, June 29th, 2010
Infomercials give you immediate feedback on your advertising campaign in the form of increased sales.
Infomercials have a long history in the US and while they have their detractors, the fact is that they still exist and thrive because they work. Within the advertising industry, infomercials are not just accepted, but celebrated, because those with expertise in the field know that infomercials use a time-tested method to create a need for products or services and then push consumers towards making that purchase. Due to their longevity in the television industry, infomercials also have the benefit of proven time slots that allow that method to be used to maximum effectiveness.
The pins-and-needles feeling as you wait for data that will tell you whether or not your advertising campaign is effective is agonizing. Who doesn’t want instant feedback on whether or not their advertising is working? Infomercials give you that and more.
Why Infomercials are Successful Direct Marketing Vehicles
Thursday, June 24th, 2010
Infomercials entice viewers to place an order.
Infomercials are relatively low-risk direct marketing vehicles because the results are easy to track and measure. This simply can’t be done with traditional commercials because there is no direct correlation between the number of viewers and interested prospects, and it’s difficult to trace the impetus for a purchase back to a commercial campaign with any certainty.
Infomercials, also known as long-form television, are considered direct marketing vehicles because they have an intended immediate effect upon the viewer – that the viewer will pick up the phone or visit a website to order the product. In contrast, thirty-second commercials, also known as short-form television, are primarily used to increase brand awareness. This doesn’t mean there isn’t a place for commercials in marketing campaigns; infomercials are meant to complement existing campaigns and require minimal risk in terms of expanding an existing campaign.
How to Evaluate the Effectiveness of Paid Programming
Tuesday, June 15th, 2010
Receptivity means more than the number of viewers in paid programming.
When faced with TV advertising options, the question at the forefront of the minds of most business owners and managers is, “How many people will see my ad?” While the answer to this question is paramount in many media advertising opportunities, it is beside the point when companies buy paid TV programming in their markets. The primary determinate of the success of infomercials is how many potential customers call the company or visit the organization’s website because they are moving towards a buying decision. There will be fewer viewers than for a series of expensive thirty-second commercials, but those who are watching a paid programming spot have 100% receptivity to the message. Here’s how that works.
Viewers who click away from thirty-second commercials stop to watch infomercials because they see something worth watching. Paid programming is edifying and entertaining. It offers something of interest to the viewer and the viewer chooses to watch it – meaning viewers of the program are 100% receptive to its message. This concept has been illustrated with the Video on Demand (VOD) phenomenon; informational and how-to programs are extremely popular. And people believe what they see on TV, more so than any other media, so consumers take a solid residual message from paid programs.
The other key aspects for business owners and managers to consider when beginning a paid programming campaign are the frequency and longevity of the show, and this requires a certain level of commitment on the part of the organization. Put ‘n’ take advertising doesn’t work for paid programming because it doesn’t allow time for the advertising to reach critical mass in terms of what it will achieve. This doesn’t mean there’s no place for 30-second commercials in today’s advertising; those work beautifully for top-of-mind awareness of special events, such as holiday sales, when pushed with high density over a short period of time.
Paid programming is great for small-to-medium businesses with local markets because it is inexpensive and creates an awareness of the company within the community. Owners and managers featured on local infomercials enjoy “I saw you on TV!” recognition within their communities and when customers come into their stores. They also enjoy the fact that their buying public feels at ease with them – this person has been in their homes, they know and understand the product or service, and they’ve come to believe in this person’s sincerity and trustworthiness. They know they can come to this person with any problems or concerns; the fact that there’s a face behind that product or service gives consumers confidence. Local TV advertising lets you own your local market and avoids wasting advertising dollars.
When viewed from the proper perspective – receptivity versus number of viewers – paid programming is a fantasic, economical choice for television advertising.