For the last 16 years, InfoWorx has produced AS SEEN ON TV SUCCESS for many direct marketing clients. In many cases, we are asked for infomercial consultation on the subject of infomercial formats. Long form infomercial shows feature longer and more detailed demonstrations, more emotional testimonials, and a call to action (CTA) that may be as long as three minutes. Conventional wisdom suggests that the higher the price point the more appropriate the long format. Short form direct response commercials (DRTV) target demographics more effectively but require an impulse response from the viewer. Budgetary issues often affect client decisions, but remember, there is much power in the half hour.
When evaluating your direct response television product, keep in mind that the offer and marketing strategy are key in the execution of the format. Short format can be very effective with a soft offer and a great telemarketing script. Long form infomercials often work on higher priced hard offers, but your infomercial must be channel stopping. The bottom line…make sure you have a smart direct response consultants and understand the theory of testing.
Tags: direct response television, drtv, drtv blogs, info commercials, infomercial blogs, infomercial companies, infomercials, long form infomercials, short form drtv
