It's important to understand what is a infomercial before getting involved in an infomercial
marketing campaign
An infomercial is commonly referred to as a long form commercial. It is 28:30 in length.
There are typically 3-4 segments in an infomercial.
These segments usually include product demonstrations outlining the product's features and
benefits, testimonials, and for some health and beauty and fitness type products, before and
after photos.
Each segment is followed by a call-to-action (CTA). The CTA is the key selling portion of
the infomercial and is usually 2-3 minutes in length.
The CTA includes a recap of the product features and benefits, the offer and the price, plus
the 800 number and website address.
Infomercial time slots are sold on national cable, satellite and local broadcast stations
throughout the U.S.
It's important to align yourself with experienced vendors for all aspects of an infomercial
campaign, including infomercial production, infomercial media buying, infomercial
telemarketing, infomercial card processing and infomercial product fulfillment.
Typically a successful infomercial campaign runs for six to twelve months and then
the product is often taken to retail.
Retailers are very interested in stocking successful infomercial products because they know
that consumers will be seeking out the product at retail.
Once an infomercial product is taken to the mass retail market, infomercial TV sales begin
to drop off and retail sales begin to increase.
Some infomercial marketers never take their products to retail and are able to maintain
successful infomercial campaigns for many years.
Guthy-Renker and Carlton Sheets are examples of infomercial marketers that have run
successful infomercial campaigns and avoided mass retail distribution.
This should provide you with a better understanding of what is a infomercial and this knowledge
could be crucial to the success or failure of your infomercial campaign.
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