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FREQUENTLY ASKED QUESTIONS
Who We are...
Who Buys From Infomercials?
Benefits of an Infomercial Campaign for your Product.
Keys To A Successful Infomercial Campaign.
What is the process?
Infomercial Strategy.
Who We Are?
BUSINESS VISION NETWORK is a boutique producer of high-quality, innovative infomercials. We specialize in giving each project the unique attention it deserves. The BVN production staff of producers have logged over four decades of award winning work in television production, and 8 top ten hits in the infomercial industry.
• BVN is a dynamic group of talented, knowledgeable television veterans.
• Our studios are located in beautiful West Palm Beach, Florida. All productions not shot on location are shot in a state of the art digital facility.
• Our staff includes a CEO with 22 years of financial and business experience.
• Our executive producer has 35 years experience producing award winning news, documentary and educational programing.
• Our staff of videographers and editors are all highly skilled in High Definition video production, 3D animation and 5.1 surround sound to get the best production values possible.
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Who Buys From Infomercials?
It’s important to keep in mind who is watching infomercials and who is buying. Many studies have been done to determine who the average infomercial shopper is and what he or she tends to buy. Here is some of what we know:
• WOMEN. Over 60% of the infomercial shoppers are women. Don’t be concerned that this limits your product to women, it simply means we have to keep this in mind as we conceptualize and write your script. Women are the primary purchasers and purchase influencers in the household. So if your item is clearly for men, perhaps we would need to include scenarios talking about buying the product for the man in your life.
• MARRIED WITH CHILDREN. Over 77% of infomercial shoppers are married and 46% have at least one child in the household. Depending on your product, that might mean that we should showcase your product in a setting that includes families and children so those viewers can envision your product being used in their homes.
• HOMEOWNERS. 73% of infomercial shoppers own homes. This is helpful for selling any home appliance or product used in or around the house.
• PROFESSIONALS. Infomercial watchers have the power to buy. Of television shoppers, 57% are employed in professional occupations.
• SIGNIFICANT INCOMES. Nearly half of all infomercial shoppers have an income great than $56,000. Nearly 20% of shoppers have an income greater than $100,000.
• ALSO ON-LINE. 82% of home Internet users have the TV on in the background as they surf. If they hear something on the TV they are interested in, they just might go the website to make the purchase, right then.
When making media buys, it is critical that you identify the demographics you are trying to reach. We will work with you to determine who you want to reach and which outlets will best help you to do that.We will work with you to help develop the greatest mass appeal for your product possible.
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Benefits of an Infomercial Campaign...
Most effective use of time
With a full half hour, the audience will get enough time to fully educate viewers about the benefits of your company and your product. The visual impact is unparalleled. With traditional commercials, the time is so short, your commercial makes minimum impact on viewers. Regular commercials are just a blur! Here, you get a chance to connect directly with the buying audience. The more time you have to make that connection, the more you sell.
Only interested viewers watch
Your segment will be seen by an interested audience from a huge channel surfing universe. People who are interested in what you have to say will stay and watch, as opposed to regular commercials that actually intrude on viewers as they watch another program.
Creative control over your message
Our producer will conduct an extensive creative session with you and your staff to make sure we are emphasizing the information you want to be highlighted. Your show will be completely personalized for you and your product.
Maximize your investment
You can get valuable exposure for your company with a minimum amount of investment. We use a highly successful media-buying firm which will maximize the exposure of your show, for the lowest cost. We also test market to gauge the effectiveness of a program and make any needed changes before beginning a full campaign.
Unique presentation
Currently there are just a few options available in this fascinating field of television infomercials. Short form commercial television advertising, however, is a $35 billion dollar business. It’s easy for your short form commercial to get lost in the clutter and the TIVO.
Branding
A successful infomercial campaign will not only help you sell your target product, it will also increase your company’s exposure, helping you build your branding and increase sales at the same time.
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Keys to a Successful Infomercial...
Rule #1-it gets Results
• Your successful infomercial campaign should generate direct sales of your product (usually through a 1-800 number) through the use of a high quality, effective, entertaining long-form direct response infomercial
• Your successful campaign will also help you to build your brand name and increase your recognition in the marketplace. This will allow you to branch out with other products and extend your reach.
• Your successful campaign can pave the way toward future retail sales by increasing competition for your brand name. Many retailers now welcome products that have been showcased in successful infomercial campaigns as customers instantly recognizes the product, and its benefits.
• You successful infomercial will also provide you with a list of qualified customers who might be interested in buying your other products in the future. This information can be used in future outbound direct mail campaigns. Some successful entrepreneurs have also used this information to set up secondary marketing tiers for selling their products.
every successful Infomercial should contain:
1. A great product!
Your product must be cost-efficient to produce, with a sufficient mark-up for making a product. Ideally a 4-1 or even 5-1 profit ratio is desired. Successful categories include Beauty, Fitness, House wares/Small Electronics, Vitamins, Golf, Interactive, Automotive, Music, Financial/money making/real estate
2. Product Selection
Ideally, successful products meet certain criteria including: Not yet sold at retail, Extremely visual and demonstrable, Containing benefits to viewer, Perceived value must be worth purchase price, Bonus: If product is consumable. Allows for repeat buys and back-end sales
3. Unique Offer
Infomercials fare best when the viewer believes they cannot get a similar product elsewhere. Ideally, there should be elements that are different and distinct from other programs so that we can say this is the only place to get this item.
4. Enticing Offer
Giveaways, call-now bonuses, and additional free enticements can help to create a large perceived value for your product. Virtually all successful infomercials include some form of give-away, even if it’s just perceived…as in, “we’ll make the first payment for you”.
5. Purchase Urgency
We will need to create a sense of urgency to make the purchase. It is critical to compel viewers to pick up the phone and respond. Viewers don’t tune into infomercials expecting to buy…they must be convinced.
6. Product Value
Many viewers will be interested in the product, but must be sold on the idea that it’s worth the price. The infomercial must convince viewers that it is worth the asking price. Bonus giveaways can help sway viewers, as can positioning the product as an investment.
7. Emotional Connection
Creating an emotional connection with the audience is key! This will keep them watching long enough to hear the benefits. This is why testimonials are so important, and why the right host is key.
8. Wide Audience
The broader your audience, the better. We need to create as much mass appeal as possible to increase the number of possible viewers. Create specific messages in the show designed to appeal to each potential customer’s needs.
9. Be entertaining
The lines between “regular” shows and infomercials are getting blurry as infomercial production quality improves. Many infomercials are now doing a softer sell, in an effort o ‘look’ like a regular news or television show. If the show is entertaining, people will watch. The more the watch, the more likely they’ll buy.
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What is the process?
Because we are a boutique specialized infomercial company, we are able to give your project individual attention. You will never get lost in the shuffle with us. Here are the steps we will go through, together, to create your effective infomercial:
1. The creative: Our experienced producer will begin by meeting with you and your staff in an extensive session to understand your product, and the best way to present it in the infomercial. We’ll examine:
The best strategy, tone, approach
Product benefits & features…is there a unique selling position?
Marketing challenges & current marketing strategies
Possible “offers” and giveaways
Legal restrictions & guidelines
Positioning in marketplace
Overall approach
Talent considerations
2. Creative Results: Following the meeting, the producer will create a working document itemizing the general approach to your infomercial so everyone can be on the same page. The outline will include details on:
The product & its uses. The product’s name/features/benefits
Objectives
Target demographics
The competition
The Offer
Claims & key selling points
Slogan & Product’s promise
Testimonials
Potential Upsells
Legal/Disclaimers
3. Writing of the Script
Once the approach is decided, and talent has been selected, the producer begins writing the infomercial. This usually involves 2-3 versions. The first draft is submitted for your review, and changes are made. The second draft should contain those changes, and should be ready for legal review. The third draft would contain your final changes, and those of your attorney.
4. Testimonials
Testimonials are a key selling point for any product! As the show is being written, testimonials can be arranged, pre-interviewed, and ready to be shot.
5. Shooting
Once the show is written, we’re ready to shoot.
Depending on the talent, the product, and the budget, shooting can happen in a studio, or on location. There is much to be shot:
Talent on camera for “spine” of show
Testimonials
Interviews with “experts”
Product “beauty” shots
Models demonstrating product/dramatizations
Elements needed for Call To Action insert
6. Other production needs:
Graphic design to include still & animating opens and titles
Logos or graphics
Music selection from extensive library
7. Editing
Once everything is shot, and the graphics are created, we are ready to edit. This takes place on our fully digital Discreet Logic edit system.
Rough Cut will be presented first. This lets you get a feel for the show without the music, and details added.
Producer will work with editors to accurately time the show
Final master will be created with graphics, digital video effects, and music
8. Final Dubs
You will be given a master of your final product.
We will handle:
Getting your master to the dub house for copies to be distributed to stations
Getting your master to media buyer for placement
Full digital archiving included.
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Infomercial Strategy...
Create three distinct segments that all sell, sell, sell
It is critical to create a campaign that captures the attention of your audience as they are surfing though channels, and then keeps their attention. You cannot underestimate the fierce competition you face in getting attention. No one is waiting for your infomercial to appear. Infomercials can be boring unless the product is unique and sells itself. All of the show’s images must appeal to the target customer. Once you’ve caught them, interesting elements will keep them watching.
Since a viewer can tune in anytime while channel-surfing during your half-hour show, a good infomercial is actually a series of six to seven minute self-contained segments, each with similar information, told in a different way. That way no matter when you catch the viewer, he will get your message
Make an emotional connection
If you can make an emotional connection with the viewer, they won’t turn away. Use a mix of entertainment along with your sales pitch to play to an emotional need. Beauty products play on the need to look and feel better. Financial products play on the need to have stability. Good testimonials help make an emotional connection as the viewer feels they are not alone and this person is “just like me” and benefited from this product.
Make a solid case for your product
After you’ve caught their attention by meeting their emotional needs, viewers will buy if the product meets their needs, and you have created a solid value. Tell what other products might sell for, and why your product is better, at a lower cost.
Seal the deal
Each of the three segments is followed by the same embedded 2:00 commercial, called the “Call To Action”. Just as the name says, this is when the pitch is made to make the call, and place the order. In each call to action the offer is made, and the viewer is invited to call. The call to action is critical to success and should be able to stand-alone, sell the product, and make the pitch. Typically, the call to action is a voice-over, and does not include the show host. Research indicates the repetition of this one call to action three different times is more successful than varying the pitch.
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