They call that moment when local TV affiliates sign off as the “Graveyard Slot“.
A time when viewership drops and affiliates have little interest in providing programming. This becomes the hours of the infomercial.
A time that has delivered remarkable products like:
- Total Gym
- Showtime Rotisserie
- Ped Egg
Products (within these five samples) have earned over $4 billion when combined!
There is a science and magic of successful infomercials. It requires a strong product, a thrilling display, strong call to action, and an irresistible price.
The Battle for Viewership
The top infomercial companies battle it out to control the airwaves. With the expanse of online streaming video, infomercials are no longer destined to find viewership to those burning the midnight oil.
One may be wondering how to use this form of media as a tool for increasing business sales. A classic format when many options are available and increasingly favorited online.
Here is what’s worth considering when rolling out infomercials for business.
A business needs to be real with themselves. The product may be a shining jewel for the owners but a complete dud for consumers. There will always be a divide. Yet, there are some products that shine.
A great way to discover a product’s remarkability is through small-scale tests. Introduce the product to a targeted group, request feedback, and use it as a launching point if it appears to be a colossal hit.
2. Brand Recognition
A brand is a reason why people are willing to pay a premium for a product or service in a flooded market of knock-offs (which often have similar specs).
Infomercials push a product but tie it closely to the brand. The two go hand-in-hand — they are inseparable. Associating a product with a brand and a brand to a product creates on-going recognition. This leads to creating a dominant placement within its respected industry.
3. Content Distribution Opportunities
An infomercial is not locked to the T.V. screen.
This media can be used across a number of channels and platforms which increase the value of the investment.
Infomercial content can be:
- Distributed to online streaming sites
- Recut and used as radio ads
- Cherry-picked for graphics later used in marketing material
It creates a top-down approach to marketing where the initial offering is used in several different marketing & advertising opportunities.
4. List Building
The offer and call-to-action.
Direct sales of the product generate a blast in revenue. Yet, one can go further by implementing introductory rates, payment options, and free trials.
This removes the barrier of entry. The buyer has been lit with excitement about the benefits of the product. The offer is right. The price is not an issue.
The result? An on-going, list building machine.
An opportunity to turn otherwise reluctant individuals into lifetime customers. A list is all-powerful for sales, marketing, and understanding the marketplace.
5. Offer Insights
Companies often miss the mark when selling offers because they focus on features rather than benefits. An experienced infomercial company guides a client. This turns the piece into one which creates emotional attachment resulting in greater sales and feedback.
It’s an eye-opening experience to these business owners now having offer insights they may not have noticed prior.