It's important to understand the entire media buying process to help insure
your infomercial campaign will be a success.
An infomercial media test typically costs between $10,000 and $15,000.
An infomercial test schedule usually consists of a combination of local broadcast station and
smaller national cable and satellite network infomercial buys.
A range of networks/stations and time periods are typically purchased to determine the type of
media that will perform best for each infomercial campaign.
An infomercial media test typically runs over the course of a week.
Following the infomercial test, results are analyzed to determine the viability of the infomercial
campaign and to evaluate the media buying process.
Often, various elements of the infomercial campaign are tweaked following an analysis of the test
results, including the telemarketing script, media buying process, offer, price point, etc., in
order to optimize the performance of the infomercial campaign.
Once the infomercial campaign is rolled-out, the media budgets are increased, while maintaining the
targeted Media Efficiency Ratio (MER), which is calculated by dividing the revenue generated by
the media cost.
Successful infomercial campaigns typically run over the course of six months to a year.
When the DRTV results begin to drop off, infomercial marketers then often take their products to
retail.
Once the product is taken to retail, infomercial marketers often use a combination of infomercial
buys and a short form DRTV spots to drive retail traffic and sales.
With a successful infomercial campaign media buys will be your largest expenditure, so it's
important to understand all aspects of the media buying process.
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