There are some DRTV media agencies that have been successful with producing cleaver ads to brand their products and receive direct response. Geico is one of those brands that is amazingly successful. The Geico ads feature a number of memorable characters that you instantly relate to the brand. The Geico Gecko is their charming mascot who represents how simple it is to call the number flashed during the commercial and minutes later, you will have insurance. The cavemen used in other Geico commercials explains the ease of virtually anyones ability to call or go online to sign up for insurance. This campaign directs to the ease of adopting a number or website from a direct response ad and making it work for both the customer and the companies benefit.
There is an ability to create emotion in the viewer through infomercials. With infomercials, you have more time to involve the viewer and therefore, you can capture their emotions as well. Marketing the product by engaging the emotions tends to give more connection to what you are selling. If they feel as though they understand how and why to use the product, its more likely they will want to buy it. Demonstrations can also strike emotion in the viewer. For example, if there is a cleaning product designed to save you time in a busy life, or a cooking utensil that will cut back on prep time, the viewer feels as though that can help them and will want to make the purchase.
Guthy-Renker is a very recognizable Infomercial media name. They combine celebrity spokespeople with trustworthy products to give consumers a good brand option in infomercials. Guthy-Renker has began 20 years ago with its founders Bill Guthy and Greg Renker. They began marketing products via infomercial with projects such as Tony Robbins: Personal Power insperational motivation books and tapes, Victorial Principal’s Principal Secret skin care line and Vanna White’s line of tooth-whitening products. Their success has continued for years with products like Proactive and Winsor Pilates. According to Wikipedia, it has been said that Guthy-Renker is doing more than $1.3 billion dollars in sales per year and average annual growth of 25% in the last 10 years.