How to Make an Infomercial!
How to Make an Infomercial!
How to Make an Infomercial!
How Does an Infomercial Work?
Infomercials are a way to advertise that product that you just know in your heart is a winner! Another word used for infomercials is DRTV or Direct Response Television. In DRTV, there is a call -to-action with a telephone number inviting the consumer to call and place an order. Let's go step by step as to what it takes to produce and air an infomercial. Keep in mind the one word that becomes three - Repetition, Repetition, Repetition!
There are two types of infomercials. The longform infomercial is around 20 - 30 minutes in length. The client will have to book 30 minute airing slots. In longform, the price point of the product or service is normally higher and thus a bit more difficult to sell. The most common infomercial is the shortform which averages 120 seconds long. It is generally a little easier to sell as the price point hovers around $19.99 and less. If the price point is higher, a divided payment offer is usually presented to the buyer such as " three easy payments". This, in the eyes of the consumer, is easier to manage than one large upfront expense.
The Product. Does it satisfy a need? Is there anything out there like it? One thought is to take an already successful product, improve upon it and launch your campaign. Another is to come up with that little trinket or tool or household product that no one has thought of - something novel, yet useful.
Copywriting. The copy must be crisp and to the point, allowing for every question as to 'why this product is terrific' to be answered. It should show the product in its application and explain why every household needs it or will love it!
The shoot. You must arrange for the product to be shot showing it in its application with a strong presenter or with a strong demonstration. This is where professional talent factors in. Your on-camera spokeswoman or man can be someone well known or someone not so famous who has great delivery. Some companies opt for high profile celebrities as their endorsers, but others simply do not have that type of budget and look to strong local talent. Look at the successful infomercials airing. Generally, there is a personality type that sells!
The shoot(s) may take place in a studio, on location, or a combination of both. It may or may not contain testimonials. In long form, testimonials are almost a necessity as this is a higher ticket item and consumers are more reluctant to order unless they are thoroughly convinced of its necessity in their lives.
Once the shoot has been completed, it is time to lay down the voice tracks. Here again, a strong, reputable voice-over talent is important as delivery is key to success.
Music. It is not unusual for big budget infomercials to factor original music costs into their budget. Music can have a significant impact on sales as it can really drive the infomercial. Never underestimate the power of music. Novices often overlook this crucial area as it is the subtlety behind the sales and easy to neglect. Music can make or break an infomercial. It can compensate for a lackluster performance by on camera talent or testimonials. Original scores can be costly but well worth it.
An infomercial website should be developed as many orders come via the internet. It is estimated that after seeing the product on television, between 30-50% of potential consumers will look to the web for product ordering. An infomercial website is quite specific and looks nothing like a regular corporate website. It should be one page with an order form on the front, a video (commercial) of the product, and a method that accepts credit cards. "In and out" is the motto for an infomercial website. You have a captive purchaser and it should be simple reading, easy to navigate, and easy to pay. If this site points to another site with additional products, there is the risk of consumer confusion and a decline in sales or 'drop-off' will normally take place. The consumer should have one option and one option only and that is to purchase your product and nothing else.
Upsells and Premiums. Everyone likes the word 'free'. In DRTV, it has become standard to offer freebies or other products that compliment the featured item. While a single product can be sold, consumers are accustomed to these add-ons and are often more likely to purchase multiples or additional products if given the option. "Buy one, get one free", money-back guarantees, free Shipping and Handling are always good upsells.
The test. The buying power for DRTV skews toward women. Sure men spend money as well, but for the most part, it is the female audience taking the step to order and one of the strongest times for success of any given product is on overnight airings. There is a psychological 'something' attached to this - the still of the night, loneliness, the need to reward oneself while there is no one to reprimand them.
Testing should be spread out over several networks, using historical successes with similar products, as the basis for determining the media placement. This is where skilled media placement factors in. Your dollars must be invested wisely so as to get a cross section sampling of your strongest markets and networks. A test is just that - it is testing the waters to see where you product receives its strongest reception. It does not mean that your product is going to set the phones on fire. It is a means to determine if you have a strong product and where its potential television buying audience is. It is not uncommon to test several times before understanding that placement. Think of it like this - a new toy or candy bar just doesn't appear in the stores. It has endured tweaks, been tested on different age groups, different genders, different parts of the country. Testing takes time and is crucial to the success of any product. From here, you can increase your ad exposure and determine how best to allot your your media buying dollars and placement.
Once the test is complete, an MER (Merchandise Exchange Ratio) report is issued giving the return on investment. It is at this juncture that the ad, the talent, the media placement is then analyzed in order to 'tweak' and perfect the campaign. Once modifications have been made, it is time to either re-test or roll out. 'Roll out' means that the product has shown its success and you are ready for the more major networks and a larger advertising campaign, perhaps even the retail market.
Back to that word 'Repetition'. Advertising on both television and radio has taught us that on average it takes three times for a consumer to see or hear a product before they initiate a call. It's part of the branding process. More airings send a subliminal message to the consumer that this product or company is successful. It provides a comfort level. The more airings, the greater the likelihood of success.
The major infomercials that you see are often backed by large corporations with strong budgets but many an inventor or creator gets his product to the masses through investors or funding from a small business center or bank. The cost for short form is normally around $50, 000 from start to media test phase. For long form, it is higher - approximately 150K and up.
There is no way to gauge whether a product will or will not become successful. Sometimes a dark horse proves to be a winner. Sometimes a product does not perform well on television and is best suited for retail. The testing phase is a good barometer of whether there is indeed a market for the product. Economy, time of year, type of product, all play an instrumental factor in ordering. There are many variables. The key is to isolate those variables and turn them into an advantage.
(When choosing your infomercial company, be prudent as some companies do not make good on their promises. One that pressures you or procl
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