Infomercial

Just what is an INFOMERCIAL?

Infomercials are 15 or 30 minute Direct Response TV commercials. Originally known for selling kitchen equipment and keep fit programmes, they are now becoming more widely available with scores of channels selling infomercials, including many of the Christian TV stations.

Consequently, more and more products and services are using infomercials, including publishers, charities, music producers and video companies.

Their advantage is their ability to combine the response power of DRTV with the ability to tell the story of what you the advertiser, has to offer. With at least 15- 30 minutes of airtime, a more detailed approach is possible. The infomercial can tell the story of your product or service, how it is used, who it benefits and how the viewer can become a user or get involved. Due their nature, infomercials can become compulsive viewing and have the advantages of delivering quite hard sales messages within a 'relaxed viewing environment'.

So what do you put into an Infomercial?

Just as a starter.........
An infomercial is a creative challenge - blending both the editorial and promotional parts of a programme into one.
It has to be engaging, entertaining and a real alternative to the 'soaps' on the other channels.
It has to do the job of a web site and a brochure.
Infomercials must show consumers happy with your product, or pleased with the outcome of subscribing to your offer or donating to an appeal. In all cases testimonials are essential.
Your normal TV commercial will sit within the programme too. As you have 15-30 minutes there is plenty of opportunity to repeat the commercial a number of times so as to push home the response.
And finally, the production of the Infomercial is crucial. An infomercial needs to look better than the surrounding DRTV ads and at least as good as the programmes it sits among so a sensible investment into production will pay dividends over and over again.

For a more detailed conversation and costing information, please contact Nigel Tedford on 0161 485 4488 or e mail n.tedford@sovereign.uk.com