In recent years, infomercials have become an effective method of advertising for a diversified list of businesses including record and publishing companies, developers of methodologies to loose weight, manufacturers of exercise equipment, and creators of home based business opportunities. The benefits of advertising with infomercials allow these companies to reach a niche market, provide more details of the product or service being offered, and distinguish themselves from their competitors.
A niche market in my opinion is one of the most important elements needed for a business to achieve optimal success. What is a niche market you ask? It is the group of people who would greatly benefit from the product or service that is readily made available to them in the easiest fashion. The niche market for infomercials are those of us who find ourselves awake at night flickering through the television channels. How many times have you turned to a station and you hear a song or two that you have not heard in ages only to find that other songs that you like as well are included on a compilation album being made available at a discounted price? How many of you have seen a magical system designed to help you loose weight and it is advertised to help you accomplish this goal at a rate faster than any other product that you have seen? To go even further, you soon discover that these are infomercials but you pick up the phone to order the product anyway? This is what happens when you become a part of a niche market.
In addition to capturing someone’s attention, infomercials are attractive forms of advertising because they provide a wealth of information about the product or service being offered in a structured and detailed fashion with no interruptions. This is an advantage to the consumer because as they weigh the pros and cons of the product being advertised, more than likely, answers to specific questions or concerns that they have will be addressed. How many infomercials have we watched with some of the world’s most famous celebrities are hosting them, and we have to have the product just because they say they have it?
Infomercials are a form of advertising that set companies that use them apart from their competition. This is true for the following reasons:
1. Infomercials are more versatile in regards to creativity.
2. An infomercial at one point or another will somehow attract a consumer with the most discriminating taste because of the time that is allotted for it and the discounts that may be offered.
3. Infomercials can tie multiple products into one production.
In the past, when I have stumbled upon an infomercial, if it wasn’t something that interest me, I would ignore it. However, it is difficult to avoid something that is constantly being made available. It’s like hearing a song for the first time and not liking it but after hearing it time and time again, it grows on you and becomes your favorite.
I’m sure that companies that take the infomercial approach for advertising realize that it will not be a success over night, but in time, it will prove to be beneficial to their advertising efforts.