Most super-cool marketers sniff that the day of the infomercial has come and gone. And in a way, they're right. For most businesses and most products, the $100,000-plus launch budget just to test a new show is an unacceptably high risk.
But don't throw the baby out with the bathwater. Video has always been a great way to sell, and still is. You just need to find the right deal for what you're doing.
Bob Andrews is a graduate of the Tactic 7 seminar I recently gave with John Carlton and Harlan Kilstein. Bob and his wife Nancy own The Golf Collection, a successful and profitable business. They have and use a marketing budget, but a traditional infomercial just wouldn't be a good idea for them at this time, for many reasons.
However, they found a very good opportunity with America One, a broadcast network with stations in smaller U.S. markets.
Take a look at the infomercial segment Bob filmed with the America One host earlier this month. It will start airing on September 1 and will replay in a number of markets across the U.S. for the month of September.
Not only is it affordable - I'll leave it to Bob or America One to tell you exact rates, if they choose to, but it's well within the range of a smaller business's marketing budget - but I think the 'copy' (dialogue) and production value are both excellent. There's plenty in this spot that any business can learn from and adapt to their own marketing.
I believe that, unlike a lot of infomercials or traditional shorter TV commercials, this spot will sell a lot of product itself, and quickly. My prediction is it will pay for itself in multiples -- and yet, it's fun to watch.
I'll follow up and let you know what Bob tells me it did after the month is over.
Here are three things in particular to note about the clip:
- Bob's personal story about the golf glove, when he reached into water to pick up a ball
- The "computer-illiterate father-in-law" story about the GPS unit
- The interaction between the host and Bob
There are many more good things about this video. If you'd like to point out what you like -- or don't like -- just leave a comment below.
Publisher, World Copywriting Newsletter