But Wait, There's More!

By Mike Newman, Director, New Business Development, Hawthorne Direct

Most people know how powerful Direct Response Television (DRTV) can be when selling a single product.　 Billions of dollars a year of a never-ending array of products are purchased through DRTV.　

What sharp-eyed marketers are also realizing is how powerful DRTV can be for much more than just selling a product. More and more companies are integrating direct response television into their overall media mix to generate sales leads, drive retail traffic, educate and inform, and even create a brand!

"Long Form commercials are effective because they tell a product’s story in a way that awakens consumer interest, powerfully positions a product (or service), develops a strong emotional tie with viewers and produces an immediate stream of sales and leads," said DRTV pioneer Tim Hawthorne in his book "The Complete Guide to Infomercial Marketing."

Here are a few examples of how marketers are using the "Power of the Half Hour." 

Brand creation: Possibly the most exciting wave of the future. The brand is created right along with the selling mechanics of DRTV. To create a brand in today’s world can take months or even years, and millions of dollars. DRTV has the potential to create a brand of your shape, style, and dreams in weeks and at a fraction of the cost of traditional broadcast and print. Victoria Jackson spent just $15 million to create a brand - solely through Infomercials – that has earned tens of millions.

Drive retail traffic: Where else can you demonstrate and show-case your product for over 28 minutes – in front of an audience that wants to watch! When a product is selling well on TV, the exposure drives retail sales like gangbusters, moving an additional 10 to 20 times the number of units that are sold on TV. 

Generate sales leads: You have a proven and compelling value proposition. When that value proposition is properly presented, people scramble for more information and to BUY! The power of the half hour is the perfect format and can be the key to your sales success. 

Rejuvenate old/tired product: Several years ago, Philips tried to sell a compact disc interactive system. The company spent $12 million in spot television and print, and could not move the product at retail. After the company conceded the failure of spot commercials for its product, Philips created a $6 million Infomercial campaign that cleared retailers’ shelves in just six months.  

Product/service education: You a have a great story but your product/service deserves more detail than 30, 60, or even 120 seconds can provide. Only Long Form DRTV is equipped to capture and keep an audience’s attention for 28:30 minutes. Specific writing, creative, and production skills are required for this most compelling of all marketing formats. Long Form DRTV is the only place where you can truly sell directly to an audience that wants to watch!! 

Continuity programs: Razors and razor blades may be the greatest continuity program of all time, but your product or service may be a little more complex and needs the time only Long Form DRTV provides. For 28:30 minutes you get to tell your story, present a compelling value proposition, fully engage the viewer, and clearly demonstrate that every human on the planet should have your product for as long as they may live! 

If you have any thoughts on this subject or any other regarding DRTV please post.