Archive for February, 2012
INFOMERCIALS 101 – The Product
A successful infomercial (or direct response) campaign always begins with a viable product. There have been many examples over the years of inventors and companies spending many years and millions of dollars developing a product. Then many more months and dollars are spent creating a campaign, only to discover that very few people really want [...]
INFOMERCIALS 101 – Positioning
Positioning is a more detailed look at the product, specifically how it’s perceived by the target market. It is important to remember that it’s not how we as marketers or inventors perceive the product that matters, instead it’s how the potential purchaser does. Effective positioning often requires either primary or secondary research. Care must be [...]
INFOMERCIALS 101 – Price and Offers
The price and the offer are absolutely critical elements in determining the success or failure of a direct response campaign. While these may seem very simple to determine, there are a number of issues to keep in mind. Obviously the first is profit against the COGS (cost-of-goods-sold) number. The COGS number is the total cost [...]
INFOMERCIALS 101 – Presentation
Now we are down to the place where many companies actually start – without actually going through the preliminary steps we’ve already discussed. As we have mentioned, the product should always be the star in every marketing strategy. While this may sound obvious, many times that is not the case. Often, the focus of the [...]
INFOMERCIALS 101 – Media Buying
Many people call this phase “the media test”. In actuality, you will not be testing the media – we know TV works – you are testing the show. How effective is the production at generating calls and sales? Since there generally are no accurate ratings for direct response, it is critical to run in networks, [...]