Let's face it. Advertising through the traditional infomercial isn't what it used to be.
More television outlets are going commercial-free, leaving less infomercial media time on the table. For stations that continue to sell 30-minutes of air time for long form commercial spots, the price for that exclusivity costs more today than ever before.
And, while there are now many more ways to advertise to the increasingly marketing-selective customer, the existence of multiple media channels and opt-out options can make it quite challenging to get the attention of an already attention-divided audience. Put this all together and it’s easy to understand why the half-hour commercial continues to be fraught with frustration and fiscal strain for direct marketers.
But not all the news is bad.
The solution to maximizing television buys exists in finding the right audience that’s hungry for the message at the least amount of cost to the marketer.
Here are five ways DRTV marketers can use to revive, energize and maximize media buys for television advertising campaigns.
Take Advantage of Discounted TV Media Buys
Always be on the look-out for distressed pricing options. Some direct response marketers call this ‘buying remnant media,’ while others prefer the term ‘fire sale.’ Regardless, savvy infomercial marketers call it a way to save big bucks while maximizing opportunity.
Never Stop Testing New TV Creative
Remain open to testing new approaches and new messages. A tweak here, and a tweak there in terms of the script, the offer or the call to action can turn a failing direct marketing campaign into a success.
Add Value to Infomercials with Extras
But, wait! There's more!
Consider offering complementary items and accessories to your primary product line. There are always new customer needs to fill. Value-added up-sells and cross-sells are ideal for infomercial marketing.
Outsource for Innovative Marketing Ideas
Investigate a new team for media buying. For instance, if television buys are made in-house, look outside for an experienced agency. Fresh ideas and fresh perspectives can lead to new business growth.
Diversify the Media Buy Beyond Television
Don’t put all the marketing eggs into one basket. Infomercials are so powerful, so direct, so compelling that many advertisers forget about the other channels available. Mix it up. Develop every channel and every opportunity for attracting new customers and develop those channels equally.
Direct Response Marketing: More Than Just TV
The final tip is a truly valuable one and worthy of expanding upon.
Most products are capable of being promoted, marketed and sold over multiple channels. When the lure of the infomercial seems to be diminishing, there are always other arenas to conquer.
Put that brand and those products on every possible marketing vehicle – catalogs, magazine inserts, radio, direct mail, telemarketing, Internet, business blogs and—of course, DRTV. Don’t leave any stone unturned, or any possibility unexplored.
Taking an infomercial and re-purposing it for other uses is a sure-fire way to not only reduce per order costs, but it can also increase revenue streams.
Any one of the tips presented above can breathe new life into direct response television infomercial campaigns. Use them now to promote a product launch and revisit them later when the infomercial is successfully generating new consumers from various marketing channels.
Roxanne Blanford - Roxanne Blanford is a professional writer and marketing communications specialist with a B.A. in Communications.
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