Products that appeal to broadest audience tend to work most effectively when
marketed through infomercials.
Mass appeal products from a broad range of categories perform well in the infomercial
marketing format.
Niche products generally do not sell as well, since they typically appeal to a narrower
audience.
Products that might appear to target a certain audience are often also purchased by other segments
of the population.
For example, a ladder infomercial that initially targeted men found that 40% of their sales came
from women.
The customers of this mass appeal product were often women buying the product for their spouse or
significant other.
Some mass appeal products that are successfully marketed through infomercials are knocked off by
competitors anxious to capitalize on the success of the product.
|
