Infomercials have untapped potential that a talented infomercial production company can bring to fruition. If you’re thinking of launching a commercial for your business, then you should first consider the advantages of direct response marketing as it applies to an infomercial. The length allows you to reach your target market and hold their attention, which is the key to engaging consumers for the long term. Can you pass up the chance to signal-boost your reach and bring in repeat customers?
Capturing Viewers’ Attention
Think about watching TV. What happens every time your show takes a commercial break? You see a string of ads—more every season, it seems like—that last 15-30 seconds apiece. You might remember a jingle here or there, but by the time you get back to your show, you’ve forgotten the substance of most of them.
That’s another advantage of direct response marketing: infomercials run longer than regular commercials. That immediately gives you a better opportunity to reach your target, to explain yourself, and to demonstrate what’s on offer. Infomercials don’t run during peak TV hours, either. You’re not competing with prime-time entertainment. As viewers sit down to watch your long-form ad, they have the time to focus on what’s happening, what you’re saying, and what you have to show them.
It helps to have an exciting figure as the host of your infomercial. Again, that’s something that a qualified production company will do for you. Always go with a company that has contacts in the entertainment industry.
Making Your Brand More Recognizable
One of the most significant benefits of working with an infomercial production company is its ability to increase the memorability of not just the product you’re highlighting, but also your brand as a whole. Whereas the infomercials of the past ranged between dry as dust and too zany to take seriously, today’s long-span commercials are entertaining, engaging, and informative. Because you can play them on the Internet as well as on the television, you have the opportunity to reach hundreds of thousands of people who are likely to stop, watch, and buy. Put together a viral sensation, and you extend your reach even further—viewers can’t help but share viral videos.
Encouraging Repeat Sales
Pulling in new business is fine and dandy, but infomercial production companies worth their salt agree that repeat customers are best. A fresh, funny commercial may send folks flocking to your store, be it brick-and-mortar or an online shop. For a week or a month, you’ll see a spike in sales. What happens after, though? One-and-done customers don’t continue spending money on your product. You don’t want to discourage them because they still impact your bottom line, but your goal should always be to keep customers coming back for the long haul.
Inspiring Brand Loyalty and Customer Retention
To that end, infomercials are just as successful as traditional short commercials, if not more so. In addition to repeat sales, you have the chance to inspire your customers to be loyal to your brand. Every lead is a potential customer, and every potential customer represents the possibility of long-term retention. The more you can reveal during your first impression—i.e., your infomercial—the more interested the viewers will be. You need to go with an infomercial production company that knows how to evoke an emotional response, regardless of your product. Even a mop head can make consumers feel something if the script is on-point.
Discovering Distribution in Retail Locations
As more and more people view your infomercial, your brand becomes more recognizable—you know that part already. However, did you know that your engaging infomercial might land you a distribution deal in retail stores? Your ad doesn’t necessarily have to become viral, although that helps. As long as it’s eye-catching, informative, or funny enough to be shared around, then there’s always a chance that someone in your industry will see it.
Giving Your Customers Options
Talk to your infomercial production company about how consumers can contact you. The beauty of this marketing tool is that you can share as much information as you want, including all of your contact info. Make the ordering process as easy as possible for your customers. Give them options. They can call to order, visit your website, use your app, visit a retailer, or perhaps even visit your brick-and-mortar establishment.
Tracking Marketing Results
With an infomercial, you can track exactly how successful it is. Who saw it? Which commercial pushed visitors to your website? How many hard sales did it inspire? Over time, you can even find out how customer retention stacks up against each ad. If one of your commercials doesn’t pass muster, then cut it from the line-up and plan something new.
Avoiding the Crush
It’s worth repeating that infomercials typically have time slots that are ideal for grabbing viewers’ attention. Usually, these begin after midnight, although that depends on the channel. They almost never air before 11 PM, however. Viewers are slowly winding down and relaxing, sure, but that makes them more susceptible to an attention-grabbing ad.
Infomercials are fresh, modern, and updated—and you should choose a hip infomercial production company with its finger on the pulse of the latest viral trends. How do you envision the perfect infomercial? Who would star in it, and what would you have them do?
