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Why direct response television ads remain viable »
By admin | October 1, 2007
Infomercial media buying is a highly specialized type of media-buying. General advertising agencies do not have the expertise to buy infomercial time. They are familiar with buying general advertising that is designed to build awareness. In researching an infomercial media buying agency, look for a firm with the following capabilities:
Make sure you align yourself with an infomercial media-buying expert that has a proven track record buying for other infomercial products in your category of business or for products targeting a similar audience. An infomercial media buyer with this type of knowledge and expertise will end up saving you money and increasing the chances of your infomercial campaign becoming a success.
An infomercial media buying team that is trained to buy the best infomercial time for each campaign.
Specialized software and reporting systems that monitor and track results and links with the telemarketing firm, so that results can be imported daily.
An analytics team that reviews and analyzes the infomercial results in real time and works with the infomercial media buyers to optimize the infomercial campaign based on those results.
Utilizes competitive research that allows them to monitor where competitors are airing their infomercials with the highest level of frequency. Oftentimes infomercial time periods that are being purchased by a competitor with a high level of frequency are paying out and might be places your infomercial media buying agency would consider running your infomercial.
An account service staff that knows how to manage an infomercial campaign from initial testing through roll-out, to taking an infomercial product to retail.
Try to find an infomercial agency that has experience managing infomercial campaigns through both good and bad times.
Look for an infomercial media agency that has connections with the best vendors for key services such as infomercial production, infomercial telemarketing, infomercial fulfillment, infomercial card-processing, infomercial media funding and taking infomercial products to retail.
Assembling a seasoned team of infomercial industry veterans is critical to an infomercial campaign’s success.
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