Nuts & Bolts - DRTV: 5 Tips for a Great Infomercial
By now, everyone knows how Jessica Simpson and Katy Perry solved their acne problems, how Alyssa Milano rid herself of tangled hair, and how pajamas can look like jeans. Proactiv, Wen and PajamaJeans, respectively, employed direct response television (DRTV) spots; a.k.a. "infomercials."
Infomercials can be used to market everything from selling products and services to fundraising. But what does it take to produce a good one? After all, viewers have to be able to discern the difference between PajamaJeans and "jeggings," which are leggings that look like jeans.
Ron Perlstein, executive producer and media director at Boca Raton, Fla.-based direct response and infomercial marketing company InfoWorx, has some ideas. In his Sept. 4 blog post, "DRTV: Direct Response TV Production", Perlstein provided these tips:
1. Work with a professional. Infomercial professionals know what works and what doesn't in a world where, "these days, every video production company or art institute graduate with a camcorder is an infomercial producer."
2. Don't reinvent DRTV. Most marketers know a lot about their products, not so much about successful DRTV.
3. Set a production budget and don't cut corners. Quality TV production costs money; don't skimp.
4. "The offer is king," he says. "If you cannot craft a compelling offer with perceived value, a convincing pitch, and hopefully something free, ... even if viewers like the product, they will not call."
5. Have an upsell strategy. Perlstein says, "you need to offer additional product, related product and anything that can increase customer revenue."