Direct Response Television Blog

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This years Superbowl featured an infomercial, the first of its kind during a the game. It was a DRTV commercial for Cash4Gold. The commercial starred MC Hammer and Ed McMahon. It was a comical take on an unfortunate situation. The two stars who had once  been  financially well off, have both experienced difficult times with money. They poked fun at the fact they had purchased large amounts of gold which included a gold toilet. It was mocking the fact that they had large amounts of gold purchased from their previous riches, but now have to sell it to replenish their dwindling cash flow.

This was one of the first infomercials to air during the Superbowl. At a reported 3 million for the 30 second spot, it needed to go above and beyond the normal traditional commercial. Because it was the first of its kind, it was memorable and stood out above the typical game advertisements.

Here are ways to optimize the best possible DRTV advertisement:

1.  Centralize your approach: It may be best to use only this form of media to market your product.  It can eliminate overhead and give you a more focused approach to marketing.

2.  Keep it simple: Keeping your product and ad campaign simple can center  your core target market, but also keep a wide audience.

3. Set a performance budget: If you create a budget  based on target cost per order, you can determine sales more accurately. Make a breakdown: average cost per order- product costs plus shipping and the money allocated for marketing.  Set up some sort of outline for your budget.

4. Maximize your relevance: Some products are completely unnecessary to your life. Spending money on some of these products is out of the question, yet tempting. Giving your audience a good reason to purchase and how else it can benefit you; aside from just convenience.  If you can get your audience to understand it can save you money or time, you can convince them of the value the product has.

5. Create a strong call to action: Getting your audience involved and then increasing the value of the product increases your chances for the viewer to purchase. For example, when giving order information, and then adding another product for ‘free’ it increases your chances marginally to make the sale.  Another way to make this work is by decreasing the price last minute so the viewer  believes they are getting  a deal.

Infomercial Marketing sales have been increasing with this down economy. The number of traditional advertisers are dwindling and the networks are lowering their costs for advertising. This is granting the ability for infomercial producers to capture more time for less money. Because the economy is also effecting  the production of the products,  places such as China who produce many  of these products are jumping at the chance for more business. Although not every product is selling to its full capacity, it is not effecting many. Sales are up due to infomercial marketing with products such as the Snuggie.

There are loads of Direct Response Television products out there. Today it is fitting to speak of Obama’s collectible items seeing it is the day of his Inauguration. There are products that do amazingly well though infomercials and direct response television. The Obama merchandise which has appeared over the last few months is astonishing. From t-shirts to mugs and the DRTV ad airing most of all, the Obama mint coin. Many people are craving this memorabilia and attaching it to this historical moment. Others just collect Presidential items of note. Whatever the reason, the popularity is high and the products are moving thanks to infomercial marketing.

What is a companies intent for an infomercials success? Here are a few objectives:

*Create brand awareness through an emotional, thought provoking or memorable ad
*Use an effective infomercial to generate sales in a dynamic way
*Accumulate data on customers
*Be able to confirm your product is being targeted to the proper audience

With hundreds of diets on the market, companies are constantly looking for new and better ways to advertise their products. The diet industry has been using DRTV ads for years. Companies such as Jenny Craig, Nutrisystem, and LA Weight Loss Program are just a few. These companies use DRTV to show real life weight loss results, give order information and show just how easy it is to order your food via phone or internet. DRTV advertising is perfect for companies such as these. It gives customers the freedom of ordering from home, eliminating additional food shopping and the commercial is able to show the results of other customers.

Working with a DRTV media buyer can make or break how your infomercial  is received by its audience. The media buyer assists with choosing the best networks and finding the greatest target audience for your product.  Results can be calculated and tracked and give you an accurate idea of how your product is being targeted. Producing a great DRTV campaign is dependent on a many factors:

• Conceptualization
• Dialog
• Research
• Outlining the story
• Character casting
• Shooting the video
• Refining the shoot