What is the success rate for infomercials? What kinds of products work best in an infomercial?
Collette Liantonio, president of Concepts TV Productions Inc.,
answers these questions and discloses the secret ingredients to these
successful infomercials: Ambervision sunglasses, Topsy Tail, The
Abdominizer, Contour Pillow and The George Foreman Grill.
With clients such as Salton, Conair, Novartis, Time Warner and QVC , it’s no surprise that Collette has been named ‘ one of the 25 most influential people in DRTV ’.
Find out more about Collette Liantonio’s Key Move: Collecting People
Q & A with Collette Liantonio
1. What’s the most successful infomercial project you’ve been involved with?
If you measure success by brand building power, then I would say The
George Foreman Grill. But there are many unknown products that became
household names as a result of our commercials...like Topsy Tail,
Bonzai Knives, Bedazzler...Those are success stories directly
attributable to this genre.
2. What kinds of products work best in an infomercial?
Products that are easily understood work very well on DRTV. Household
items that solve a problem are always desirable. No one can resist a
great value proposition, a deal. And if you've never seen the product
anywhere else, that will also spur a phone call. Products that can
deliver weight loss or other aspirational results seem to be perennial
favorites as well.
3. What products are more suited for a short-form infomercial vs. a 30-minute infomercial?
Short form works best for lower priced items that are easily grasped.
Products that add intellectual properties that depend on testimonials
for credibility are better served by long form or a lead generating
4. When an entrepreneur thinks of an infomercial as a way to sell product, what should their expectations be?
Entrepreneurs should expect to test their products, offers and price
points. TV can be a bonanza or a bust. But if you work with
experienced experts and create a compelling offer, you can expect that
TV will drive every other genre. Many clients have been very
successful just by breaking even on TV because TV creates a great
aftermarket demand for products.
5. Are there any secondary benefits to airing an infomercial for a product?
TV can drive retail. Many campaigns have resulted in 7 to 10 times the
volume of the TV campaign in the retail stores. "The As Seen on TV"
phenomena can be the true profit story.
6. Bottom line, what is the success rate for infomercials?
Success rates vary according to how well the marketer has prepared the
entire business plan. Cowboys crash and burn even with great
commercials. The right media partners, telemarketing scripts, and
fulfillment operations will determine whether a campaign is boom or
bust. Poorly thought out packaging, for instance, can result in
returns and death at retail point of purchase. It's business.
7. What are three street-wise tips for people considering going the infomercial route?
Three tips? Use experienced experts....Avoid "package deals" from
media mavens. Demand to review case histories of previously successful
campaigns engineered by the experts. ...have enough financing to test,
test and test again.
About Collette Liantonio
Collette Liantonio launched Concepts Video Productions
in 1983. Concepts’ award-winning spots and infomercials have produced
billions of dollars in sales for clients. Collette is also a member of
the Direct Marketing Association, The Women Presidents’ Organization
(Morris County chapter), and has served on the Electronic Retailing
Association’s Board of Directors. Concepts’ creative headquarters is
located in Boonton , New Jersey , with a satellite office in Los