When DRTV spots first hit airwaves, it was rare to see a celebrity willing to attach themselves to these types of products. “Infomercials” were known as low-budget productions featuring hard to sell products with exaggerated claims. Fortunately, the quality of DRTV spots, and the products they sell, has dramatically improved. As a result, an increasing number of celebrities have turned to the DRTV venue to showcase products of their own.
Reality television stars are now sharing much of their lives with the public; the sheer scope of influence innate to them affords a far deeper penetration into consumer touch points. With a celebrity as the face of a product, an instant connection is made by the consumer. The personal enthusiasm and passion for the product shines through, motivating an immediate call to action for the viewer.
Kim Kardashian, of Keeping up with the Kardashian’s, has warped into the ultimate entrepreneur. Following her success in reality television, Kim partnered with QuickTrim® to promote the company’s weight loss products. Kim, along with her two sisters, has also created a skin care line, PerfectSkin, catapulting her even further into the realm of entrepreneur. She now has a number of reality shows under her belt which trailed her stint on Keeping up with the Kardashians.
Following in the footsteps of pioneer infomercial entrepreneurs, many celebrities such as Kim Kardashian and Cindy Crawford are taking up the DRTV lifestyle. Looked at as sources of inspiration, their influence is virtually guaranteed to be impactful with heightened brand awareness. The presence of the television personality shortens the consideration phase of purchasing, and accelerates the path to purchase.