Let’s start with the basics of direct marketing: to obtain a measurable response or transaction from the target with database driven interaction through any medium (TV, radio, print, etc.).
Now in regards to direct response television, the best example is infomercials. We’ve all seen countless infomercials over our lifetime; they can range from a 2 minute TV spot to a full program about one product.
Sometimes infomercials can be a little comical, but as educated marketing students we know companies don’t typically do something without testing it in a variety of ways. Therefore we can conclude that infomercials work! If they did not generate revenue and success, companies would stop making them.
Television is used in direct marketing to sell products, receive inquiries, and lend support to other media (website, etc.). It provides companies with measurable and accountable means of advertising, an immediate response, and an increase in market segmentation due to special interest channels.
Think about what channels you’ve seen infomercials on. Personally, I see them on Game Show Network, TV Land, and Hallmark.
There are also channels that are purely infomercials all day long like QVC and Home Shopping Network. As I write this I just saw an infomercial on FX for fitness equipment. I remember as a kid begging my mom for the ‘Rainbow Brush’ and the latest and greatest ‘NOW! That’s What I Call Music’ CD.
As we see, infomercials are used by all types of businesses. An advantage of using infomercials is that they can be used for just about any product. Below are the common types of businesses that use infomercials along with an example.
- Beauty Products – Bump It
- Health and Fitness – Shake weight
- Household – Snuggie
- Entertainment – Carol Burnett Show for sale
- Kitchen – Eggmaster
- Nonprofits – Wounded Warrior Project
These examples of infomercials all have a lot in common, most notably a call to action and often a bonus offer to entice consumers NOW.
Infomercials have proven success and I can’t imagine they will end anytime soon. Especially with the holiday season, I’m sure we will all start noticing an increase in showings of infomercials. Next time you see one, don’t change the channel, sit back and enjoy. After all, we are future marketers and there may be something you can learn.
Sources:
Contemporary Direct and Interactive Marketing (Textbook) by Lisa D. Spiller and Martin Baier
Paula Morris, Professor at Salisbury University – Lecture
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Shannon Soderberg is a marketing major at Salisbury University, graduating in May 2014. She currently works on campus as an Advertising Manager for the SU newspaper, The Flyer. She is also currently interning for K. Hovnanian Homes.