The Power of Localization in Direct Response TV Commercials

Direct Response TV Commercials is Serious Business

You have seen them. Long, late informercials that go into the life changing powers of a nutrition program, a work out equipment, or a line of supplements, a fantastic set of knives that you just must have. And throughout the course of the program they ask you to call a number so that you can buy. You are offered a group of products that sound like a fantastic deal, but you need to call and buy right now, or else the deal will disappear. And wait – there is more. If you call right now, the deal gets even sweeter – but you need to call right now. But wait – there is even more. If you call right now, you will not only be able to get that set of knives for $49.99, but you can now get TWO! On and on it goes.

Most brand marketers cringe at the thought of the direct response TV commercials, but for performance and sales-focused marketers, they understand the power of the direct response TV commercial in turning TV viewers into immediate buyers. The world of direct response TV commercials is serious business. In 2015, sales from late night, direct response TV commercials exceeded $170 billion dollars in 2009, and shot up to $250 billion by 2015. Keep in mind that the worth of the entire network and cable industry was estimated at $97 billion dollars in 2015, but these late night infomercials were selling $250 billions. The direct response TV commercial may indeed much bigger than TV itself.

Whilst there are many informercial products that failed, the informercial products that took off went on to make serious money. Proactive was selling 1 billion dollars’ worth of units in 2020.  The PedEgg had made $450 million from 2007 to 2013. For the brands that are able to master the format of the informercial, there is serious bucks to be made.

Targeted Audience Reach

Usually, infomercials are sold by local and regional TV stations during late-night slots. These late-night slots run from midnight to 6am, and have earned the moniker of the “graveyard slot.” It’s the time when the local TV executives have given up on running anything entertaining, and are more than happy to sell that time for dirt cheap.  That the informercial time slots are sold locally presents a rather interesting opportunity for marketers to target audiences based on a variety of significant variables, including, but not limited to, income, educational levels, location, ethnicity, cultural background, and age.

By purchasing media in specific zip codes with higher average incomes, marketers can efficiently tailor their advertising efforts to appeal to wealthier households with greater disposable incomes. For example, luxury products or services may find a receptive audience in areas known for affluence, where consumers are more inclined to invest in high-end offerings. The households in the area have larger amount of disposable income, and may respond better as opposed to lower income areas. This targeted approach ensures that advertising dollars are effectively allocated to reach the most promising demographic segments. Additionally, TV commercial production companies NYC can capitalize on this localized approach by creating compelling infomercial content that resonates with the target audience’s preferences and aspirations.

Infomercials may also be strategically placed in regions where the lifestyle aligns with the promoted product or service. For instance, products catering to outdoor activities like beachwear, mountaineering gear, or fishing equipment may be selectively marketed in zip codes where residents are likely to engage in such pursuits. Take, for instance, the marketing of upscale beachwear in Orange County, California. If you have ever been to Laguna Beach or Dela Rey, you know that the Orange County area is renowned for its affluent population and coastal lifestyle. As such, the combination of elevated average income levels and a thriving beach culture creates this locale an ideal environment for promoting premium beachwear products, making it a strategic locale for infomercial placement. On the flip side, products that appeal to lower income areas such as debt management, credit loan consolidation and the like may do very well in these areas as struggling families strive to improve their financial stability and security. TV commercial production companies NYC can help your brand in creating impactful infomercials that address the specific needs and challenges of audiences in lower-income regions.

Demographic Targeting for Direct Response TV Commercials

Beyond income, demographic factors such as educational levels, ethnicity, cultural background, language and age further refine the targeting strategy of infomercials. In certain sections of the country an astute marketer may decide to sell the same product in Spanish, for example, instead of English, and run an A/B test to see if there is a lift in response when the campaign is in Spanish. An even better marketer may combine targeting income levels, geographic location and language to create an informercial campaign with significant response rates. For an example, a debt consolidation informercial campaign that runs in Spanish would have better response in lower income, Spanish speaking counties in the country such as Hidalgo, Fresno, Bernalillo etc. The response rates would be improved even further if those campaigns were actually run in Spanish-speaking channels.

Crafting Relevant Messages

Marketers can craft messages and select products that resonate with the unique characteristics and preferences of specific demographic segments, enhancing the relevance and effectiveness of their advertising campaigns.

Conclusion

In essence, the localization of infomercials allows marketers to fine-tune their targeting efforts, ensuring that their messages reach the most receptive audiences. By leveraging demographic insights and strategically placing infomercials in regions that align with the promoted products or services, marketers can maximize the impact of their advertising investments and drive greater engagement and conversion rates.