The infomercial, perhaps the height of Direct Response marketing, is a time-tested way of putting a product in front of a receptive audience. A knowledgeable Direct Response agency can help with planning and buying remnant air time to place products in front of potential consumers. The right agency knows how to even place these products during primetime hours, and at a fraction of a cost of other ad buys. A customized approach, such as one leveraged by Diray Media, builds winning brands and gets your product into the hands of as many customers as possible in the most ROI-efficient way.

Even with the rise of personal devices, television is still a potent marketing tool to quickly help drive quantity sales over a specified period of time, but before investing in a DRTV campaign and infomercials, there are a few basic questions to ask yourself about your product before it makes its big screen debut:

• What is my product’s price point? Products with a price point under $100, with a sweet spot right around the $20 price point, make exceptional values for TV consumers, but ultimately, the price has to be right for the target audience. Ultimately, the audience wants to feel they are paying a “low” price for an item that will enhance their life in some way. Part of the product’s market and customer research should be spent learning how much the audience is prepared to pay for the product.

• Does the product offer a good visual? There are some products that lend themselves to a broadcast medium more so than others. Products that are action-oriented or are able to demonstrate immediate results are ideal for infomercials. Soapy water cuts right through the grease! The special paste takes the tarnish right off of metal!

Products with attractive, brightly colored packing also have a tendency to attract more viewer attention.

• Does the product solve a need? Infomercials sell a solution to a problem a consumer has or thinks they have. Diray client Copper Fit helps reduce swelling in an user’s knees:

• Does my company have the capacity to handle production for a sudden increase in sales? Infomercials are designed to help marketers and manufacturers move large amounts of product quickly and customers do not want to wait.  If orders are placed and not fulfilled, the result could be a tarnished brand name and lost revenue.

• Who will be my salesman, aka “pitchman?” An infomercial needs a presenter. On the low end it can be as simple as a person with a good sales patter. It can be a local celebrity. On the high end, the sky is the limit. A celebrity endorser/presenter is a position with a long history. They lend their image to the product being offered. Of course, the bigger the endorser, the higher the fee. Your direct response agency can assist with this.

Everybody knows this guy!

A Direct Response agency with a background in television should be consulted about creating the actual infomercial video as well as planning and buying airtime that sells product. The agency should have a deep understanding of the medium. They should also demonstrate their knowledge of the market and how to reach it.

Diray Media is instrumental in helping build direct response and consumer brands succeed through smart, focused media planning and buying.

The agency’s 35 team members work together to leverage trusted, longstanding relationships with TV networks and digital media to negotiate the best value and visibility, while maximizing client ROI. The company’s proven track record, business partners and deep industry expertise ensure every link in the direct response value chain brings clients closer to their goals. This work has resulted in numerous longstanding client relationships and a diverse client portfolio.

For more information on infomercials and buying media that sells, contact Diray Media today.