Workforce Prospective Articles

Have you noticed the recent increase in TV spots for products like the PedEgg and ShamWow absorbent towels? No, it's not your imagination. The companies behind these products and others like them (remember the Veg-O-Matic?) are thriving, thanks to infomercials and the falling cost of TV airtime.

Because fewer car companies and financial institutions are spending less on advertising, TV airtime is becoming more and more affordable for small- to medium-sized businesses. And the rise in unemployment means that more folks are at home watching TV.

Before moving forward with an infomercial (also known as Direct Response Television - or DRTV), you'll need to determine if your product/service is right for this type of advertising. It should be easy to explain and priced right - today's buyers want luxury items at a good price.

As for producing the video and deciding which channels to advertise on, media buyers and advertising companies can help. They're used to haggling for rates so you get the biggest bang for your buck, and can also help narrow your focus so that you buy airtime that is more likely to reach your target audience.

And don't forget the logistics that result from advertising success. You'll need staff to answer phone calls and/or e-mails generated by your TV spot. (An added benefit to infomercials is that you can track which airtimes work best by providing different phone numbers/websites for different spots.) You may also need someone to perform the shipping and handling of your products.

To learn more about infomercials, refer to the following resources:

• As Seen (Often) on TV! (Wall Street Journal)
• Benefits of Infomercials (Wall Street Journal podcast)
• For Infomercials, Downturn Is Prime Time (CNNMoney.com)
• TV Infomercials Offer Cure for Sluggish Sales (Zephyr Media Group)