Television advertising has got to be one of the most successful marketing tools that any company can use. It is also one of the most expensive, isn't it? Well, if you want to have your 30 second spot during the next Superbowl, then yes, you can be sure that you would have to spend millions of bucks to get your advert shown then, and it would probably have to be a very short one. So, what would you think it would cost to have a 30 minute commercial aired? I don't think most people could imagine that kind of money! However, you can get a 30 minute commercial spot on one of your local cable channels for less than 30 bucks. No, I'm not kidding, you really can.
The secret behind this is that there is a law that requires every cable company, in every town across the country, to sell what is known as ?leased access' to one of their channels. Not only that, but the government has set the rates, and they can be as low as $5 in some towns. That is for a full 30 minutes of air time. That's longer than most episodes of your favorite soap last, because they have commercial time included.
There really is no catch, apart from the fact that you might have to be a little persistent to be able to get it. Think "Wayne's World". In the movie, how did those two guys manage to get their show on TV? They certainly weren't a major corporation; they were just kids. They weren't stupid though, because it was probably leased access, and you can use it too! Imagine how much promotion you could give your own business in 30 minutes? You would probably only need 3. Well, that's no problem, because you can sell the rest of your 30 minutes to other companies, in whatever length of segments you want to, and for whatever price you choose. Yes, it is legal to sub-lease your leased access.
Not only could you get your own company advertised on TV, but you would make a huge profit out of the remainder of the leased access time. In effect, you are getting free advertising, and getting paid for others showing their commercials. You could afford to hire someone to make a professional commercial for your segment, from the money that the other advertisers pay you. At the end of the day, they would be paying you to advertise your own company.
You might not be able to afford to have a 30 second commercial aired during the next Superbowl, but you can be sure that you will be able to get your commercial onto a cable channel near you. Remember, that the 30 minutes leased access is the minimum amount that the cable networks are bound by law to lease to you. You could request larger amounts, and be able to show your own infomercial, and still have plenty of airtime left to sell to other companies.
Sound good? It really is. Direct Response Television is a direct marketing system that requires you to produce and broadcast TV commercials. These advertisements can range anywhere between 15 seconds to as long as 30 minutes. You can elect to hire a celebrity host to give a product or income plan demo or you may opt for more of a 'slice of life' feel, where one of your happy customers tells the audience how they benefited from using your product and explains how to use it.
This direct marketing method is effective because it enables you to give a product demonstration and explain the features and benefits to your target audience, especially when you are launching a brand new product. This not only aids in building confidence in your product, but you are also able to inoculate against probable customer 'objections.' A recent survey by Response Magazine showed product demonstration as the primary reason (33%) for DRTV purchases, followed by cost at 16%.
DRTV marketing is a specialized form of direct marketing. Similar to general television commercials, these television infomercials are similarly designed to create interest in your product or income plan; they are different in that they ask the consumer to take action right there and then. If the customer is really impressed by your product, they will immediately call the phone number appearing on their TV screen, and make the purchase. That makes it very simple for you to quantify the effectiveness of your ad. Either you make sales or you don't!
DRTV has proven wildly effective for products such as fitness equipment, household items, cosmetic and healthcare products, and collectibles. But you can also engage in this system process if your product has a wide appeal, has benefits that can be shown peresuasively, and is attractively priced. The key is to offer up a scenario or a problem that your audience can relate to, and then demonstrate to them how your product or service can satisfy that problem.
Another valuable element of this direct marketing technique is that just like niche programming on broadcast TV, you can run your ad at time slots that cater to your target audience. For example, if you choose to target your carpentry tool kit at men who will likely use it on their jobs, go for a nighttime or a weekend slot when your target audience is more likely to have the time to actually see the infomercial.
Both Steve Carter & Guy Artuso are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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