Well known infomercial marketers

Infomercials have been tremendously successful for many companies. Here are some well known infomercial marketers:

*Guthy-Renker
* Ronco
*Time-Life Music
* TriStar
* Telebrands

Infomercial Marketing & Media Buying

Infomercial Marketing is one of the most powerful marketing channels around, because everything can be tracked and optimized to improve campaign ROI. With infomercials your product or service becomes differentiated and breaks free from clutter. As a result, response is greater and sales dramatically increase because the viewer is being both educated and involved.

A major part of Infomercial Marketing is Media Buying. Media Buying can be described as the systematic negotiation, planning and purchasing of television time to broadcast an infomercial (both long form 28 minutes and short form :30, :60, :120 seconds). This is a specialized skill, which requires knowledge of the target demographic, consumer behavior, the media market, and the criteria used to measure the value of TV and radio programming. It is important to match the right schedule with the product/service target demo before the airing of a campaign. This is done by using historical data and analysis as well as research tools such as Scarborough and MRI.

Advanced Results Marketing is a one stop shop for effective Infomercial Marketing, Media Buying, Creative Production as well as all backend service that are need for the campaign (customer service, fulfillment, trafficking and telemarketing). Advanced Results Marketing (ARM) is a national Direct Response Marketing and Advertising Agency established to bring Direct Response marketing services to traditional advertisers. This mass communication tool is used to produce real ROI based results for products and services.

Media Buying for DRTV

There are several steps to a successful DRTV campaign. One of the most important steps is media buying. DRTV media buying refers to the strategic planning, negotiation and buying of television time. Once the buy is placed and the media airs all the results are traceable and can be optimized in real-time. Every airing is tracked by networks and daypart and is evaluated on a cost per leads/order basis. If results are found to vary from the client’s campaign goals, revisions to the schedule can be made mid-stream. A media buyer will be able to revise the schedule based upon 1^st week results to bring the CPL/CPO to the goal level.

Direct Response media costs about 60% less than traditional advertising and is a great benefit for small time entrepreneurial companies as well as fortune 100s. The cost for each airing vary in price depending on the market it will air in (local cable), if it will be a national airing, or if it is a national/local split (where the commercial will run nationally, but will be covered up in some of the larger markets). The daypart also impacts the cost since prices will be higher for prime time airings (7p-8p) due to a higher viewership, than overnight (2a-5a). Costs also greatly vary between long form and short form placements.

Taking the costs into account, a media buyer’s goal is to provide a media schedule that maximizes the amount of people who see or hear the advertisement within the target market. Experienced media buyers are able to achieve these goals by maintaining relationships with the networks and negotiating with them for advantageous time slots and additional bonus placements

Find out more about media buying for DRTV.

DRTV Media Buying

Many factors go into a successful DRTV campaign. If your production is perfected, but you commercial is airing to the wrong audience, you are missing potential customers. That is why a Media Buyer is so important. A media buyer has expert knowledge of the industry standards and in this case, television spots. They can map out a plan for you to get the best times, the best stations and best price for your infomercial. A good media buyer will assist with marking your demographic and reaching them with your infomercial.

DRTV

While many infomercials aim at educating the viewer about how the product works, others are using a new technique to draw customers in. Some infomercials are using scare tactics or heightened emotional situations to entice you to buy. The ASPCA are running ads showing animals in desperate need of help. The viewer feels as though they would like to do something to help these animals and get them out of their current situation. The commercial features phone numbers and websites so that the viewer may contact at any point during the commercial or even after it has aired.

Real DRTV

Real DRTV can be summed up in a few ways, here are examples of how you can decide if you have real DRTV.

1) The commercial compliments and enhances your brand and shows a clear message about the product or service

2) Demonstrates the product

3) Allows you to track ROI on a per lead and per order basis

DRTV Production and Testimonials

Demonstrations for your product are hugely important to an infomercial. They are a huge reason for a company chooses infomercial advertising. But also as important is the testimonial. When producing an infomercial, it is important to have a good trustworthy testimonial for viewer product connection. The testimonial must be believable and to the point. A viewer should be able to understand and relate to the character of the person speaking.