| Too good to be true?- Infomercials and their Ability to influence Consumer Decision |
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| Written by Marco Monfils |
| Thursday, 14 October 2010 08:19 |
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How does an infomercial work? An infomercial persuades by informing. Crafted streams of otherwise mundane information are effectively communicated alongside dramatic manifestations of decision and verification in support of the product. The spokesperson is typically a recognized expert, professional pitch-man (or woman) or well-known personality. The infomercial is packed with useful information, comparison against alternatives, cheaper or more expensive solutions, better or faster, etc. An infomercial is basically a long commercial, presented by a professional, who convinces with an arsenal of straight talk, new arguments and colorful demonstrations. The deal is typically closed via a “if you buy now” offer, a free complementary gift is included, and of course, credit card should be close at hand. The history of the infomercial can be traced back to the founder of the Rocco company- Ron Popeil. The company relied heavily on the infomercial to promote the wonders of its amazing products such as the Chop-O-Matic and the Pocket Fisherman. Here are two of the earliest infomercials by the Ronco company, 1950’s. “The Greatest Kitchen Appliance ever made - That’s what makes Chop-O-Matic so amazing” “Anyone who ever goes fishing should own the Pocket Fisherman - Strong enough to haul in the big one” Over the next few decades, infomercials thrived. But it took a shouting, loud and charismatic character to take it to the next level, spawning a global washing revolution in the process, becoming a global celebrity, ‘the king of infomercials’, Mr. Billy Mays, demonstrated the importance of knowing your audience better then anyone. Here is an example. “Powered by the air you breathe, activated by the water you drink - Super-charge your wash with Oxiclean” Oxiclean was touted as a miracle product, but the real miracle was Billy himself, “Billy had an amazing way of just making you believe that everything he said was true. He didn’t sell, he told you.” Mays’ powerful personality fit in perfectly with America’s love/hate relationship with sales people, the kind who traveled from town to town flogging their new wares, products, and who entertained bored villagers looking for the next best thing. Many times, the products didn’t work, by which time the traveling salesman had left to the next town, and so infomercials carried on the bad fame, buy it now or else. But the entertainment had value, at least some. And so infomercials have the last laugh. The business of Infomercials is estimated at an approximate 150 billion U$ per year global industry, and is expected to grow exponentially on the net. Even though it’s still part sales, people-skills, show business, on-air salesmen have collectively won the trust of millions of people. People buy infomercial products from on air sales people, and are satisfied, so buy again. Why? Because direct selling and good argumentation still works, irrelevant of medium or impact. “The freedom to use your hands? That’s right!” If you have any favourite infomercials that you would like to share, feel free. Till next! Marco Monfils |
I have always been a fan of infomercials. All the important information is included, attention has been paid to detail, the interesting comparison of value/cost, etc, and if the selling job is done right, the audience is convinced and a purchase is made on the spot. Irrelevant of the medium, whether on or offline, a well-timed infomercial exposed to the right audience sells, only one point of contact required.
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