ON THE MARK

How Will You Know if Your Infomercial Succeeds?

by On The Mark on 02/03/10 at 7:52 pm

Okay, you’ve got a great product and you just know it’s going to sell like hotcakes just as soon as you can get an infomercial produced and get it on the air.

But first, take a deep breath. There are three important questions you need to ask yourself:

1. How will I know that my infomercial campaign is providing me maximum return on investment?

2. How will I track the performance of my program?

3. What will I do if my program underperforms?

Of course, On The Mark can help provide those answers to you before you spend a penny.

On The Mark has strategic partnerships with vendors who use some of the most sophisticated analytical metrics available to determine your ROI. An example is “maximum profitable media cost per order (CPO).” This is the most you can spend on media per each individual order you receive and still expect to make a reasonable profit.

Another tool used to measure your program’s performance is the Media Efficiency Ratio (MER), which is simply total sales divided by media cost. And these are just two of the many metrics we have at our disposal.

Of course, in order to get a good answer to question 1, we need to address question 2. On The Mark has built relationships with some of the most sophisticated call centers in the industry; they provide real-time call statistics and Web analytics. That data helps inform our performance tracking, so we know instantly if your program is doing well or poorly on a particular station and/or timeslot.

And that’s how we address question 3. If your infomercial doesn’t get the response we expect, we analyze the data to determine why. Then we work with our long-time media buying partners to adjust your airtimes and channels accordingly, making sure that your product or service reaches the maximum amount of potential buyers in your target demographic. And that translates to more orders and a higher ROI.

On The Mark has been running winning DRTV campaigns for more than 20 years—and we never forget the most important creed of our business:

Your success is our success.