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Infomercial: Triaxon for Hair Channel: 13 – The Shopping Channel Time: 8:38pm to 9:06pm Our text selected 10 techniques from the February 11, 2002 issue of Marketing Magazine. The article itself has 24 techniques. The first 10 techniques are the ones highlighted in our text while the remaining 14 come from the article in the magazine. I think point 20 is very important, especially how this product pitch handled it. Great lesson on direct sales.
1) The more you tell, the more you sell. Nonstop talking. Full of scenarios. All very easy to follow. 2) The product is king, queen, and supreme ruler. Yes. No small talk. 3) Focus groups will kill your commercial. Unknown.
4) Show your product. Lots of close ups of packaging.
5) Demonstrate your product. “Rob” the salesman did a very poor demonstration on himself. 6) Use graphics to reinforce key selling messages. Visuals and graphics of close-ups of hair 7) Include a powerful offer. Original price, $79.99 but now it is only $54.96 or three payments of $18.32 each.
8) Value is in the mind of the viewer. Only 15 cents a day to use! And if you bought it in England it would cost you $2000! 9) Testimonials work. “Jody” from Toronto called it over the telephone. It sounded so scripted and contrived. It was full of scenarios about how and when she uses the product. If I didn’t know better I would have thought it was a real call. Very well done. 10) The script is everything. None stop talking. Impressive buzz words and terms like, “micro dosing capsule,” “nano zone technology,” “O2 Uptake,” and “Collagen Matrix.” There were two sales people, the host and Rob Miller, the owner or broker of the product
The remaining techniques are: 11) Size matters (a longer commercial is generally better). I stopped watching after 28 minutes. 12) Say it again Sam. Repeat what you say. Yes. 13) Be passionate – excited about your product. Yes. But not as passionate about Tony Little. 14) Be persuasive Yes.
15) God is in the details. Uncover potential objections and meet them. Fair. Use of testimonial helped. 16) Reason to believe. Why should we believe you? I first came across this term while watching Apprentice last month. I couldn’t see any true RTBs. The counter showing sales may get some people on the band wagon. The 100% money-back guarantee was probably the biggest RTB. It showed their confidence in the product. 17) Establish credibility. (Enforced by point 9 or studies). Yes. Testimonials, guarantee, and their product knowledge. 18) Endorsements None.
19) Talk directly to the viewer/buyer. Drama is not always better. About 85% direct at viewer rest with co-host. 20) Never give the viewer a second choice. Consumers love choice except in DRTV. Give them just one decision to make. Their technique was very interesting. There were multiple products but they were broken up into mini infomercials. So there was less overlap. I consider the other segments to be up-sells on the main product. 21) Ask for the order. 1-800 number always on screen and the viewer is always reminded “told” to call. 22) Test-test-test. What are the right price points, offers, and demos to make? Unknown.
23) Use a problem solution scenario. Constantly and the built in to the call-in testimonial.
24) Minimize the viewer’s risk. Guarantee or refund policy. 6 month unconditional money back guarantee.