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Which
products sell best via an infomercial? |
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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.
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Will
an infomercial reach my customer? |
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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.
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What's
the demographic of the typical buyer? |
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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.
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What
impact will an infomercial have on my Internet business? |
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Many SMW clients are reporting an additional
10-20% in sales from their website. It's been proven that people
will buy online. The problem has been getting people to visit
your website. An infomercial is one of the most cost-efficient
ways to drive Internet traffic and generate incremental revenue
that falls right to your bottom line.
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Don't
infomercials air just in the middle of the night? |
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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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Can't
my traditional agency buy infomercial time? |
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No. Buying infomercial media time entails
the specialized art and science of spot-by-spot selection
and analysis. The key is knowing what the true value of a
given time period is and negotiating accordingly with the
stations. Our media buying team is considered one of the best
in the business.
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