Do Infomercials Make Money?

It's jam-packed, so stay tuned. Are you a business owner or marketing executive that values what each dollar can do for you? I'm Ken Kerry, performance marketing expert and co-founder of Script to Screen. In a world where every dollar counts and influence matters, we develop creative that is actionable, execution that is measurable and optimization that's profitable.

Stay with me because I promise what you will walk away with will change your business. Now let's get after it. In fact, in a lot of cases it's the engine that drives sales in all channels including social and mobile.

Do Infomercials Make Money? | Script to Screen

Now, without getting too deep, but still giving you useful information, the goal of an infomercial is to turn a viewer into a customer while watching your show. Hence the term DRTV, direct response television; getting an immediate result or an outcome in addition to educating viewers well enough so when they see your product in a retargeting campaign or at retail, they know why they want your product and why it's different and better than the competition's.

If they are a buyer that prefers purchasing a product at their local store and you have executed your messaging correctly, they will go into the store looking and asking for your product specifically.

OK, so the real beauty of DRTV is that the media dollars you spend to advertise your product or service is based on outcomes, not eyeballs. A DRTV campaign is only concerned with finding an audience that optimally delivers an outcome. When you do that successfully, the profits made from the sales of your product you have featured in your infomercial gets reinvested to buy more proven media, which in turn, sells more products and promotes even more brand exposure.

When you attribute all those sales to the airing of your show and all your other customers touch points, you know how much money you made, what areas perform best, and more importantly, what you can do to optimize to be even more profitable. I've had the opportunity to be in the conference rooms of some of the most successful companies and marketing masterminds in business.

What David Oreck understood is that if he could demonstrate the superior cleaning power of his vacuum in real life cleaning situations and have real customers share how much they loved their Oreck vacuums, that would create an entirely new marketing channel for his company and help the company grow at an exponential rate.

Adding DRTV was one of the most profitable ventures the company ever invested in and was also the launching pad for introducing other new products that were extremely successful in DRTV as well.

Oreck made it a priority to always listen to what the customer wanted, and we as a team, would perform demonstrations that validated the Oreck vacuum's ability to solve the viewer's household cleaning problems.

In this video, I'm going to share with you how an infomercial makes money, some of the marketing decisions made inside the boardroom and why it's so critically important to listen to your customer.

Do you want success for your business that goes beyond projections and expectations? Adding DRTV to your marketing mix is a very powerful tactic in an overall performance marketing strategy.

First, you have clearly and fully demonstrated the features and benefits of your product and made a very compelling reason for why people should buy now.

And second, you've created an educated consumer that is partial to your product whether they see it online or retail. For instance, the work we've done over the years for Oreck was an absolute game changer for the business.

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