Now we are down to the place where many companies actually start – without actually going through the preliminary steps we’ve already discussed.
As we have mentioned, the product should always be the star in every marketing strategy. While this may sound obvious, many times that is not the case. Often, the focus of the advertising campaign is on being clever, being memorable, being funny or spotlighting the celebrity/host. While all of these elements can help to capture attention, they must immediately be followed up with a strong focus on the product. Otherwise, we remember only the star or the cleverness, and have no idea about, or compelling interest in, the actual product.
It is the job of the direct response ad (the production) to do BOTH: catch the audience’s attention and then focus that attention on the star of the show- Product Presentation – in a way that motivates viewers to take action – make a phone call or order on line. This is accomplished with a well-written script, that both entertains and “sells”, delivered by a compelling host.
Our research over the years has shown that testimonials (when done correctly) are one of the most effective elements at driving calls. The challenge is doing them correctly. That is the area where most productions fall short.
Then there is the Call to Action (CTA). A well-crafted CTA provides the motivation that gets viewers to make the call or visit the web site.
Once the infomercial is completed, it’s time to test. That’s where media buying comes in, and we’ll discuss that next.
