Wednesday, May 11, 2011

6 Reasons Long Form TV Infomercials Work

Here’s six reasons long form TV Infomercials give marketers and viewers alike a format that cannot be duplicated in any other way.

1. The more you tell the more you sell. A recent study shows that long form TV infomercials convert viewers into customers at better rates than shorter formats. Long form infomercial product buyers were motivated to make a purchase after an average of 2.8 exposures compared with 7.5 exposures for short form DRTV commercials.

2. Infomercial Airtime Cost and Availability. Local stations, local cable systems, satellite providers and small and large cable networks offer half hour paid programing. Rates have been flat for several quarters, while short form rates on national cable have risen over pre-recession levels. With long format TV Infomercials, marketers can find airtime for as little as $25 per half hour and high profile national airings for well under $10,000.00.

3. Call management and scheduling. Marketers know when long form infomercials will air (unlike short form schedules). Based on the cost of the airtime, reasonable estimates for call center staffing are made. This frees the marketer to work with small, sales based call centers that can truly impact conversions and upsell streams.

4. Cross platform capability. One long form TV production can give the marketer all of the video assets necessary for short form DRTV, online video ads, and point of sale videos. Testimonials can populate the official web site or multiple web sites and offer convincing sales messages and compelling emotional triggers.

5. Long Form Supports Higher Price Points. Want to sell a $200 food processor, juicer or fat free grill? Long form DRTV is the answer. Do you have fitness equipment, a business opportunity, or a DIY product? These categories and more have traditionally performed best on 30 minute long form TV infomercials.

6. Testimonials, emotional triggers, and demos. Previously, we mentioned emotional triggers produced by compelling testimonials. A long form TV infomercial can support longer testimonials – even up to a minute -- that could be heart tugging, emotion producing moments that simply cannot be achieved in a few seconds. On camera demonstrations fit the same category. Side by side demos, “torture track” demos, and kitchen demos take time that only a 30 minute show can offer.

These are just a few reasons why the long TV format means so much even today with our short attention span. Marketers should consider this format when working on new product launches or campaigns.

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