INFOMERCIALS 101 – The Backend

Okay, so now you have your product, the production is complete, your media buying is in place and you are ready to launch. NOT SO FAST SPARKY!

What happens once the show is on the air is as important as – often even more important than – the “front end”. Even with a great product, the perfect price point and offer, high production values and well-targeted media buying, mistakes in the backend can make an otherwise successful campaign crash. Hopefully, this was all put in place long before you launched your campaign.

In addition to the order-handling function (finding and negotiating with the right call center, setting-up telemarketing scripts and reports), you will obviously need an ongoing manufacturing plan, your web site completed, your merchant’s account set up in addition to the fulfillment function, customer service, and other marketing strategies (print, PR, radio and etc.) in place. Again, these need to all be set up far in advance of your media launch date.

Well, this concludes our brief overview of the direct response (infomercial) process. For a more in-depth and detailed direct response consultation, and specific suggestions for your company or product, contact us directly. We will be happy to expand on these critical marketing elements and much more.

Here’s wishing you the best of luck moving forward.

About the Author: Bill Kittel

Bill has over thirty-five years management experience in both traditional (general advertising) and direct response marketing, advertising and public relations with advertising agencies, newspapers and radio stations. He has extensive experience in television production (Little Giant Ladders being the most well known) and radio production (numerous advertising campaigns, nationally syndicated radio shows) in addition to media buying, print design and production, Internet marketing, business development, strategic planning and marketing research.