Infomercials or as people in the industry call it, ‘Direct Response TV’ (DRTV)
An Infomercial / DRTV is term used to describe any form of advertising directly over television with the prominent display of a phone number to entice direct sales of a product or service. Many products do not have shelf spaces in big box stores, like Walmart or Target. As such these product rely on the at home viewer and target them directly with ‘informative’ and or ‘benefit’ driven style of sales.
What is an Infomercial & Direct Response TV Good For?
New Product Introduction
New Product Testing
Product Line Extension
Revitalize Existing Product Line
Increase Product/Brand Awareness
Maximize Media Efficiency
Drive Retail Sales
Consumer Education for complex products
The most common forms of infomercials are the long-form television commercial, usually a half hour long, and the spot or short-form television commercial, usually 60, 90 or 120 seconds. Technically, long-form is anything over two minutes and short-form is anything two minutes or less. There has been a recent proliferation of commercial of different lengths and anything from 1 second to 30 minutes is becoming fair game.
Traditionally, most infomercials have focused on direct sales through an 800 number for products without retail sale channels. They become heavily used for other types of response such as lead generation, coupon and other give-away campaigns, multi-step marketing, and distribution of product information and educational materials.
Unlike general advertising, infomercials are an extremely accountable and precise form of advertising where how many people responded as a result of each media placement can be accurately determined, usually within one day. Many larger companies concerned with brand awareness and retail have started using infomercials in addition to their traditional advertising.
Successful Infomercial Product Categories
Vitamins & Supplements
Auto Care & Accessories
Sleep Aids & Mattresses
Hobbies, Crafts & Collectables
The best way to get started with television infomercial production is to choose an experienced, honest marketing agency. Successful DRTV campaigns require the coordination of several specialized disciplines for which experience is key. Any business venture involves risk, and infomercial production is no exception. An honest agency will tell you up front if your product is right for DRTV and will help you at each step to maximize opportunity and minimize risk. Call Vertex Media Today and lets discuss your goals.