Hasta La Creative!

I know there are not many people who would say they like watching infomercials, but we can learn plenty from them. Think about it: every time you hit a channel showing an infomercial, you stop, even for just a second, to watch. No matter what the product is, the commercial pulls you in.

Wikipedia defines infomercials as “long-format television commercials, typically five minutes or longer.” They also originated as an alternative to sign-offs on stations between two and six a.m. Now infomercials are broadcast throughout the day, targeting certain audiences for certain products.

The basics play an integral part in these commercials, things such as repeating the message or product name at least three times per commercial (think back to high school classes in which teachers taught through repetition). What else can we learn from infomercials?

• Enthusiasm – This is what pulls you in. I’ve never seen someone get so excited about a cloth that can clean up spills. Think about emotions and how easily they rub off onto someone. Not only does enthusiasm make the person happy, but it also excites these consumers enough that they buy a product someone else seems to get so much joy out of.
• Consumer advocates – Advocates have more power than most advertising companies give credit for. As I’ve noted before, Griffin Farley, from 22squared, puts it best when he says, “Don’t plan for the ones you reach, plan for the ones they [advocates] reach.”
• Show them, don’t tell them – There’s always a lot of action in these commercials that grabs your attention. Showing a ton of pictures, before and after, gives the consumers something to compare and store in their minds.
• Needs – These commercials directly target specific consumer needs. While most commercials already do so, infomercials have the broadcast time to really dig deep and get to the viewers’ desires (think about the weight loss commercials). They intertwine the message with what really matters to the audience.

Next time you’re channel surfing and come across an infomercial, take a second and really watch it. You may learn something.

Megan Green is a freelance propagation planner who has had her work published on PR News Wire, as well as many other outlets. Contact her on LinkedIn, Facebook, Twitter, or at megankategreen@gmail.com.

Ad pros groan at the mention of infomercials, yet their continued existence means they pay off. Why not get ahead of the game and add it to your arsenal? Besides, it’s like providing annuities to your favorite stars of the last century.

Paul Hirsch  has been practicing communications since 1983. He now owns his own marketing/pr firm in Northern California. Paul specializes in media relations, marketing collateral, website development and ad design. You can learn more about him on Facebook or by visiting www.nowville.com/paulhirsch.