Posts Tagged ‘perlstein’

Infomercial Cost Per Order

May 29, 2010

For over 18 years, I have been coaching, consulting and assisting my clients with every aspect of their infomercial projects.  Direct response selling is a science.  This means that in order to achieve infomercial success you must understand the concept of an allowable or cost per order. 

To scientifically optimize product sales, you must test different offers, different premiums, and different messaging.  One of the biggest mistakes newbies make over and over is to simply test one offer with one premium instead of multiple tests.  Edison tested over 6000 different filament materials while inventing the light bulb.  The most successful infomercial offfers are tested over and over before a roll out.  So, do the math, be patient, and test, test, test!

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Perlstein’s 10 Questions for Infomercial Success

January 17, 2009

Success in direct response TV and Radio infomercials often requires several rounds of media testing and tweaks or revisions to produce a successful TV or Radio Infomercial campaign.

The Direct Response Television Infomercial test results need to be drilled into and analyzed to determine the causes that contributed to the positive or negative results. Here are 10 questions about your infomercial you should address:
1. Does the product effectively fulfill a consumer need?
2. Was the price too high?
3. Was the offer compelling enough for people to call?
4. Was the media planning and research well targeted?
5. Was the media buying campaign optimized?
6. Was the call volume high enough?
7. Was the telemarketing conversion rate too low?
8. Was there adequate incremental revenue from up-sells?
9. Was the show effective at communicating the product benefits?
10. Can the marketer afford to make less money upfront by enhancing the back-end revenue?

Ron Perlstein – Infomercial Producer

December 18, 2008

You know….when I started in this business (1992) an infomercial was a half hour program that combined information and a sales message for a product.   Back in the day, no one called a direct response commercial an “infomercial.”  Nowadays, the term is thrown around willy nilly for just about any advertising that makes a direct pitch to the consumer.  Having explained this business to thousands of marketers, product developers and inventors, it’s clear that everyone is looking for the cheapest, fastest and best way to launch a new product and bring it to market.

The classic infomercial, a half hour program that informs, entertains and sells is still the best format to achieve faster, cheaper, better.  Especially if you are reaching out to baby boomer and older audiences. Yes, it’s true that my son’s generation (he’s 22) uses the Internet and mobile devices for information.  But us old folks who have been brought up with Ozzie and Harriett, The Fonz, or even Seinfeld still love to watch TV for entertainment, information, and shopping from home.

There’s much power in the half hour and we can produce shows for as little as $30,000.00.  Airtime for half hours can be as lttle as $10.00, so the idea that half hour infomercials cost more then short form direct response commercials is not correct.  There are usually several long form infomercials airing with great success in a talk show format.  Why? Because viewers stop to listen to information that interests them.

Check back to blog frequently and I’ll give you many more insights into how to make the most with little or low budgets.

Infomercials Were Then Infomarketing Is Now

July 6, 2008

In 1992,I launched Concept Media (later renamed InfoWorx) to focus on the most measurable form of advertising, direct response television. In its 16 years of business, my direct response and infomercial marketing company has achieved international success. InfoWorx’ Turnkey DRTV  approach has led to marked success for both established companies breaking into the direct response arena and newcomers looking to build initial brand awareness via DRTV. We changed the name from Concept Media to Infoworx in the summer of 2002 to reflect the company’s evolving turnkey infomarketing business philosophy. Infoworx is the only company that markets products from script to sales in a cost effective manner that gives the client total control of their product and the profits. We believe that DRTV success depends on much more than producing an infomercial: it’s all about securing the largest market share in the shortest amount of time, putting the least amount of money at risk…thus the evolution from infomercial production to infomarketing.