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Frequently asked questions.

We hope we’ve piqued your curiosity and prompted you to ask more questions about whether an SMW DRTV campaign is right for you. We’re happy to share our hard-earned wisdom with you.

How much does an infomercial cost?

The short answer is “It depends.” The first factor in determining cost is to decide whether your product or service would best sell via traditional long form infomercial (28:30 minutes in length) or via short form spots (:60 second, :120 seconds, 180 seconds or 5 minute.)

Next, we’ll help you determine what elements you need in an infomercial or a spot to best communicate your selling messages and key points of differentiation.  This will vary greatly by product, price point and your target audience.  The cost of production is driven by many variables including, desired aesthetic look, number of shooting days, scale of crew and equipment and post production.  Here is a link to a recent article in Response Magazine which provides industry averages for short form and long form production costs.

SMW typically works on a performance based compensation plan. In this scenario, SMW lowers it up front fees in exchange for back end royalties and/or bonuses based on pre-agreed bench marks.

Which products sell best via infomercials?

Over the years, a very broad spectrum of both mass market and niche products have sold very well via direct response TV. In general, it’s important that the product be highly demonstrable and solve a need that people will act on impulsively. Proven direct response TV categories include health and beauty, consumer electronics, automotive, hobbies, music, house wares, financial services, education, and many others. SMW has produced winning direct response television campaigns in every one of these categories.

Will an infomercial reach my customer?

If your customer watches TV then the answer is yes. An infomercial can provide you with low cost mass market exposure that will influence viewers to buy your product through all your channels of distribution. When they’ve seen and heard about your product on television they are more prone to purchase when they see it advertised in a newspaper, magazine, catalog or online. 

Probably the most important benefit of an infomercial is the impact it will have on your retail sales. Once you’ve demonstrated your unique selling features via your infomercial, your product stands out on the retail shelf and sells itself.

What’s the demographic of a typical buyer?

Women remain the primary DRTV purchasers, representing 84% of the total. Typical buyers are homeowners (73%) and parents (46%). Total household income is higher than most newcomers to the business expect; 42% make more than $56,000 and 18% make more than $100,000. Since 1998, there has been a definite trend towards ethnic diversity, with 26% of buyers being non-Caucasian.

What impact will an infomercial have on my web business?

Most SMW clients are reporting that now 50-75% of their sales now come from their website. An infomercial is one of the most cost-efficient ways to drive Internet traffic and generate revenues with a lower cost of sale than a phone call.
Our consumer focus group research confirms that people prefer to go to a website to learn more about your product. The challenge is getting these browsers to become buyers. Our creative team is expert at working with your web design team to maximize the web buying experience.

Don’t infomercials just air in the middle of the night?

Infomercials used to run at 2am on small independent stations. During the past decade, infomercial time slots have changed. In fact, 97% of all broadcast stations, including major network affiliates, sell half hour blocks of airtime running on all day parts. In addition, infomercials now run on more than 44 major cable networks; many such as CNBC reach over 60 million homes.

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