Know-How Exchange : Research/Metrics

It depends on the product...
But here is a thought for you, Ron Popeil got started by running his pitches on small market midwestern TV. (Decatur, Illinois)

But again, it depends on the product.

The best markets to launch in are the markets with the most people who fit your target market. In other words, if you sell tractors, steer clear of Chicago and New York City TV ads. On the other hand, you might do much better in say Kansas. Check SRDS (Standard Rate and Data Service) to find the markets that most closely fit your customers. It's online (for a fee), or you can try your local library (especially if you're in a city or an area with a university).

Check out the book by David Meerman Scott, "The New Rules of PR and Marketing". In todays market when consumers recognize they have a need, the first place they go is Google or Yahoo or some other search engine. They are TIVO-ing out traditional commercial and opting to get the information they need about a product when they need it. In addition to your informercial you should make sure your website has the keyword phrases prospects would use when searching for product or services you sell. Think in terms of how your prospects think and use the language they might use.

Break up your informercial into 5 minute segments and post it on your web site. Use it to tell a compelling story. The intrusive tactics used in old marketing are not as effective as they once were, as you found out from your informercial. Consider adhering to the new rules of marketing and you may find better success.

The problem may be your infomercial, the offer, or the viewership statistics. How much have you tested your infomercial prior to airing?
Another book suggestion: Television Secrets for Marketing Success (my review is at https://www.manygoodideas.com/2008/12/01/television-secrets-for-marketing-s...)

Before launching the infomercial, talk to some of your customers to find out if it is resonating with them, and conveying the benefits they are seeking their product.

It is also important to keep in mind that while some areas may be good in general for test marketing, this doesn't necessarily carry over to all industries. You'll want to choose at least two markets that are very similar to your demographic and to each other. Once you've fine-tuned the infomercial, test it out in the two markets, and talk to consumers in each to determine recall and effectiveness.

Ruthie

Before the launch, did you do any research or testing?

Without knowing the product, I suspect that the problem is either that the market you targeted simply doesn't connect the product you're showing with the benefits you're claiming. So the infomercial is just not credible to them.

Perhaps the product is genuinely solving a problem, but one they don't acknowledge they need to have solved for them.

Or the language and visuals used in the infomercial just don't properly show the benefits, even if the market does acknowledge they have the problem you are offering to solve.

Can you share with us the product details and give us a link to the infomercial so you can get some more insightful input from the people here?

ChrisB