Why Infomercials are a Necessary Component of Your Marketing Plan

Let’s be honest – people make fun of infomercials.  And maybe they have a right to – infomercials are formulaic, kitschy, and, of course, blatantly commercial.  But here’s where you should stop making light of infomercials, especially if you have a product or service you want to sell: Infomercials work.  They increase revenue by drawing consumers in and convincing them to make an investment in a way that other marketing efforts can achieve, certainly – but at a much slower rate.  And in today’s economic climate, who has time to wait for more subtle marketing techniques to work their magic – and who has the revenue to invest in, at best, slow-growth marketing propositions?  Infomercials allow business owners to take the bull by the horns in a way that competitors will take note of and respect, even while they make snide comments.  And the revenue numbers will prove that the decision-maker made the right choice.

In today’s marketplace, there is no factor more significant than branding.  As you’re already aware, you have competitors in your industry.  If you want your business to be successful, differentiating yourself from the competition is critical.  Sure, you can accomplish the same basic objectives as your competitors, leaving the consumer’s decision to be based on price, but that ludicrously non-targeted approach will not be successful in the long term.  Unfortunately, many organizations, in every industry, are willing to lowball the competition in order to attract commerce in the current business climate.  Differentiating your company on price points is not sufficient; you must be able to articulate your unique value proposition.  What, exactly, do you have to offer that your competitors, regardless of price point, cannot?  And, more importantly, how will you express that unique value proposition to your clients in a manner in which they can relate to and understand?

An infomercial allows you to do just that, in an environment that’s comfortable for your clients, but with a professional production that will reflect well on your organization. Costs are much lower than they would be for a non-professionally produced commercial by a local television station; your piece also benefits from the experience and skills of a major production house. Professional infomercial producers can also negotiate the best prices for insertion of your infomercial. Depending on the type of product or service your organization offers, you can also take advantage of local, regional, or national rollouts instead of being confined to the geographic location serviced by a particular television station.