There are two types of infomercials. The long form infomercial is around 20 - 30 minutes in length. This is quite costly to air as the client will have to book 30 minute airing slots. In long form the price point of the product or service is normally higher and thus a bit more difficult sell. The most common infomercial is the short form which is 30, 60, or 120 seconds long. It is more cost-effective to air and is generally a little easier to sell as the price point hovers around $19.99 and less.

First – there is the product. Does it satisfy a need? Is there anything out there like it? One thought is to take an already successful product, improve upon it and launch your campaign. Another is to come up with that little trinket or tool or product that no one has thought of, something novel, yet useful.

Next – the copywriting. The copy must be crisp and to the point, allowing for every question as to ‘why this product is terrific’ to be answered. It should allow for the product to be shown in its application and explain why every household needs it or will love it.

Third- there is the shoot. You must arrange for the product to be shot showing it in its application with a strong presenter. This is where professional talent factors in. Your on-camera spokeswoman or man can be someone well known or someone not so famous who has great delivery. Some companies opt for high profile celebrities as their endorsers, but others simply do not have that type of budget and look to strong local talent. Look at the successful infomercials airing. Generally, there is a personality type that sells!

The shoot(s) may take place in a studio, on location, or a combination of both. It may or may not contain testimonials. In long form, testimonials are almost a necessity as this is a higher ticket item and consumers are more reluctant to order unless they are thoroughly convinced of its necessity in their lives.
Once the shoot has been completed, it is time to lay down the voice tracks. Here again, a strong, reputable voice-over talent is important as delivery is key to success.

An infomercial website must be developed as many of the orders will come via the web. It is estimated that between 30-50% of potential consumers will look to the web for product ordering after seeing the product on television. An infomercial website is quite specific and looks nothing like a regular corporate website. It should be one page with an order form on the front, the video of the product, and a method that accepts credit cards. “In and out” is the motto for an infomercial website. You have a captive purchaser and it should be simple reading, show a video of the product, be easy to navigate, and easy to pay. If this site points to another site with additional products, there is the risk of consumer confusion and a decline in sales or ‘drop-off’ will normally take place.

Upsells and Premiums. Everyone likes the word ‘free’. In DRTV, it has become standard to offer freebies or other products that compliment the featured item at a discount. While a single product can be sold, consumers are accustomed to these add-ons and are often more likely to purchase multiples or additional products if given the option.

The test. Now you are ready for the testing phase. This is where media placement factors in. Your dollars must be invested wisely so as to get a cross section sampling of your strongest markets and networks. The buying power for DRTV skews toward women. They are primarily the ones doing the purchasing and believe it or not, a strong time for ordering products is on overnight airings.

Testing should be spread out over several networks, using historical successes with similar products, as the basis for determining the media placement. Once the test is complete, an MER report is issued giving the return on investment.  It is at this juncture that the ad, the talent, the media placement is then analyzed in order to ‘tweak’ and perfect the campaign. Once modifications have been made, it is time to either re-test or roll out. ‘Roll out’ means that the product has shown its success and you are ready for the more major networks and a larger advertising campaign.

Back to that word ‘Repetition’. Advertising on both television and radio has taught us that on average it takes three times for a consumer to see or hear a product before they initiate a call. It’s part of the branding process. More airings send a subliminal message to the consumer that this product or company is successful. It provides a comfort level. The more airings, the greater the likelihood of success.

There is no way to gauge whether a product will or will not become successful. Sometimes a dark horse proves to be a winner. Sometimes a product does not perform well on television and is best suited for retail. The testing phase is a good barometer of whether there is indeed a market for the product. Economy, time of year, type of product, all play an instrumental factor in ordering. There are many variables. The key is to isolate those variables and turn them into an advantage.

The major infomercials that you see are often backed by large corporations with strong budgets but many an inventor gets his product to the masses through investors or funding from a small business center or bank. The cost for a short form is normally around $40, 000 from start to test phase. For long form, it is higher – approximately $150K.

When choosing your infomercial company, be prudent as some companies do not make good on their promises. One that pressures you or proclaims that you have a hit is surely a red flag. Beware of those companies who take your money and never air you. Beware if you’ve handed over a large sum of money and production tends to lag for months on end. These are all warning signs.

An economic downturn should not deter you from your advertising needs so necessary to forge ahead.  Now is the time to be creative, to discover innovative methods in which to garner attention.

Video is one of those methods.  It is a powerful form of advertising.  One video strategically placed on a website or at a tradeshow can make a significant difference in your sales or conversion rate!

Breathless Video Productions of Florida will put your company front and center with a video that excites and captivates!

Call us today to develop your company video showcasing you, your product, or your service.

We shoot anywhere in the world!   Our work will leave you . . . breathless.

With VIDEO taking center stage, it is important to remember that there is a right way and a wrong approach to video.

Amateur video can defeat the purpose, lending a “home-made” look, possibly discrediting your fine company. A good video should be well-written, contain strong client testimonials, feature individuals or interviewees who are comfortable on camera, shot with good equipment and edited on industry standard software. Narration or voice-overs should be professional.

Video offers a comfort level that simply does not exist with text.

Given a choice, a potential client will choose the companies or products that are showcasing themselves via video most every time over the ones who simply talk in text using adjectives.

If there is one piece of advice I offer my clients repeatedly, it is : get a good website designer, hire a top SEO expert, and invest in a professional video (for your website) that demonstrates your product or service in its application and/or allows the viewer to hear and see the management in place.

With VIDEO taking center stage, it is important to remember that there is a right way and a wrong approach to video.

Amateur video can defeat the purpose, lending a “home-made” look, possibly discrediting your fine company. A good video should be well-written, contain strong client testimonials, feature individuals or interviewees who are comfortable on camera, shot with good equipment and edited on industry standard software. Narration or voice-overs should be professional.

Video offers a comfort level that simply does not exist with text.

Given a choice, a potential client will choose the companies or products that are showcasing themselves via video most every time over the ones who simply talk in text using adjectives.

Video in the lobby of cosmetic surgeon’s office showing the before and after is far more compelling than before and after photos. When perusing hotel accommodations, it isn’t uncommon to gravitate toward the hotel that offers us a virtual tour or presents an enticing video of the spa, poolside lunches, or the busy dance floor of the in-house lounge. I know one hotel who swears that video increased their occupancy rate to 90% year round.

Video at trade shows pulls in traffic thus increasing the chances of a ‘close’. Video email campaigns seem to pull stronger numbers in sales than their plain text counterparts.

Once video is produced, DVD’s from the video can now be put to use by inserting them into media kits, airing them at trade shows, including them in email campaigns. Other uses include meeting planner pitches, or offerings on your website as “How-To’s” or instructional video. DVD’s offered in conjunction with books do well.

Video is powerful! It humanizes a product, service, or company. It explains the intangible. It draws us in. It is the new way of advertising and will only gain in popularity in the upcoming years!

Video can often seal the deal.

Until recently, the power of video was vastly undervalued. Not any more. Some research points to a 30 % increase in sales while others say it can double or even triple sales. I know one hotel who swears that video increased their occupancy rate to 90% year round. Other companies claim that it’s what’s set them apart from their competition.

Video offers a comfort level that simply doesn’t exist with text. We can see the inner workings of a product, hear from clients how great a service is or see the management at the helm. It puts a face to name. Why do infomercials work? Often we buy something that we really don’t need, only because video has convinced us that we do.

Given a choice, a potential client will choose the company or product that is being showcased via video most every time over the one that is merely described in print.

The DVD’s from videos have many uses: websites, training films, media kits, video business cards, trade shows, as instructional videos for sale.

A good video should consist of concise copy, sound interviews and testimonials (from clients) pulled together by professional editing in a broadcast quality format. This is a calling card and it’s important that the video scream professionalism.

Educate yourself before choosing your production company and then sit back and enjoy the benefits that follow.

The video craze is on and it’s here to stay!

How do you spell sales? V – I- D – E -O

There is a beautiful blend of cosmopolitan and old world ‘Gone With the Wind’ times. In Florida, most any setting(barring mountainous terrain) can be found.

For inside shoots, there are now a number of well-equipped studios in most every major city and usually within close proximity to the beaches, making it easy to navigate between indoor and outdoor shoots.

Florida has long recognized the economic boost that filming brings and recently Film Florida announced the creation of the Don Davis Film Finishing Fund which will provide completion funding to aspiring filmmakers in the state. Named after Representative Don Davis who championed the production industry of Florida and passed away earlier in the year, it is intended to carry the torch in his honor.

“This is a fitting memorial to Representative Don Davis whose hard work has helped grow Florida’s film, television and digital media industry incentive program from $2.45 million four years ago to the current level of $25 million. As a result of the state incentive program, we currently have 48 certified productions slated for this year compared to just 22 last year. More than $6 is spent on Florida wages, services and products for every dollar we rebate these productions. Further, the positive impact on our tourism industry is immeasurable,” said Lt. Governor Jeff Kottkamp.

Tips for Shooting in the Sunshine State:

• Wear sunscreen no matter the month in which you’re shooting.
• Bring an ample supply of water and drink often.
• Have plenty of ice and cool towels on hand.
• Summer months bring daily tropical showers. In order to avoid the rain, shoot early in the morning or avoid the summer months altogether.
• Saltwater and sun are elements to contend with when it comes to equipment. Be sure to protect all while not in use with umbrellas or coverings such as towels, blankets, or canopies.

Florida also has numerous talent agencies, location scouting companies, and film commissions to assist with special permitting or production needs. And for casting requirements, Florida is chock full of talent agencies.

All in all, Florida is a desirable destination for filming and shooting video productions of most any nature.

RADIO SPOT 2

RADIO SPOT 3

In filmmaking, a ‘location’ is any place where a film crew will be filming actors and recording their dialog.

Shooting ‘on location’ means just that - shooting at some place other than inside a studio setting, sound stage, or back lot. It can mean flying to a locale to shoot, such as the headquarters of a corporation for a corporate video, or a beautiful city serving as the background for a movie. Shooting ‘on location’ can also simply connote shooting outside. Some people use the term to mean ‘flying anywhere’ to shoot.

While shooting ‘on location’ may sound romantic and conjures visions of strolls down The Champs Elysees, it can equate to roughing it in a jungle environment, a somewhat primitive experience for most of us. “For the sake of the shot” is the old cliche.

There are benefits to the client when shooting on location. The client and crew can often utilize wonderful scenery and settings and natural surroundings bringing a whole new dimension to the video production. There may or may not be a cost savings depending on the project. While the expense of a studio or set being built is eliminated, it may be replaced by the expense of travels and per diems to another location.

The disadvantages may be that specific permits, licenses, or crew clearances may be required. Crew clearances are often a necessity for shooting at a trade show or convention and must be arranged well in advance. A permit is sometimes required to shoot at certain public parks and beaches. A local film commission can assist with information and certain requirements that have to be met.It is always better to err on the side of caution.

When shooting on location ‘outside’, the client and production crew are at the mercy of the weather. This can sometimes become problematic causing a project to go over budget. While production companies are generally not responsible for weather or Acts of God, this can create angst on the part of client and crew.

Shooting on location is often a necessity for big projects as exterior shots are needed to add to the interior shots and in-studio filmings. Sprinkling these in between is what often brings a movie together, lending it realism.

Shooting a video of this nature is a fairly ’simple shoot’. Often it consists of nothing more than one camera and a computer.

Let’s use a new software that is ready for roll-out as an example. Many companies are opting for simplicity by simply videotaping the computer walking the consumer through the step - by- step process of how it works. Provided that the quality is broadcast quality, this type of marketing and advertising works well. Rather than having to purchase something that is difficult to return, the consumer can take it for a test run. Once the guesswork has been removed, a consumer is more apt to purchase.

In yesteryear, video almost always had to have a spokesperson ‘talking’ about the product and/or ‘demonstrating’ the product, but the tendency as of late is to overlay simple computer shots with voice-over and let the software with the support of the VO do the talking. With a simple shoot, the focus is on the product and not on the individual speaking.

It is direct, easy-to-shoot, and is generally well-received by the interested consumer.

A simple shoot can handle the needs of a software product, a language or art course, mathematics instruction, new medical devices, educational programs, and a host of other areas where expensive, on-location video is not warranted.

These same videos, placed on DVD’s, can be used for sales forces in order to give a quick demo to potential clients or buyers. It can also be left behind as a video business card transferred onto small discs.

Video has become a vital part of marketing for any product or service, but it doesn’t always have to be complex and shot at exotic locales. Often, a ’simple shoot’ video is all that is needed in order to garner big results.

Sherry Thomas
Info@BreathlessVideo.com

Did you know that from the time you enter a room, you have approximately ten seconds to make (what may turn out to be) a lasting impression! Ten seconds!

Ten seconds to make an impression that could feasibly take ten months or years to undo. From the moment you are noticed, everything about you is carefully observed. Are you slumped over? Are your shoes dull? Are your eyes nervous and wandering? Is your belly hanging out of your skirt or pants? Are you a wallfower? Is your nose suspended from the ceiling? (Quick, get thee to a consultant!)
Your posture, your handshake, the placement of your name tag, your steady and interested eye gaze - all feed into how seriously you’re taken and yes, all factor into “moving up the corporate ladder”. The positive manner in which you handle your email, speak on the telephone, manage dissension within your department, can all be “taught” tools that enable you to more effectively mobilize your team.

Do you wanna know a dirty little secret? Shh….don’t tell, but many CEO’s use a wine list as a testing ground. Yes, indeed. Handing the wine list to you, they will carefully make observations about you . . . whether you’re honest or not (how, you ask - think about it.) and how you treat the service staff. Are you really the wine connoisseur that you have long professed to be? They will observe you under pressure.

Accomplished business executives, professional athletes, award winning novelists, actors and winning political candidates all need (and the many successful ones, receive) media and image consulting. This can lead to a tremendous boost in confidence.

Confidence = Respect
Respect = Power

Like it or not, it’s the way of the world.

You don’t have to be a tall, imposing figure to command respect. Your body language and mannerisms, the way you utilize the art of small talk, your style of dress, combined with a healthy knowledge of your company, product or service can catapult you to statuesque levels beyond a yardstick!

A few tweeks here and there can absolutely improve self-esteem, eliminate bad habits, and turn around the way you’re accepted or perceived. You will be the same person . . . only better!

Sherry Thomas
Info@BreathlessVideo.com

Why do millions of sites languish in cyberspace? Because proper SEO has not been effectively implemented. It is on ongoing process of monthly updates. Often called the ’snake oil’ industry as there are many individuals now hanging out their hats as “experts”, a good SEO strategist will pay off as the proof is in the pudding. Results speak for themselves!

Why is your conversion rate low (the rate at which you convert website viewers into paying clients)? If you have a high bounce rate on your home page, then there is a reason for it. Somewhere within the website structure, be it technical (the navigation process has become frustrating or confusing) or text (your content has not been effectively written), the ‘close’ process has been terminated. This may cost you potentially hundreds or thousands of dollars in sales. We call the proper set-up “funneling“. It should be systematic, leading the viewer from step A to B to C, thus culminating with an inquiry or sale.

“Content is King” is the saying in SEO. Your site must contain ample content that is updated and expanded on a regular basis. This signals the search engines that you are busy . . . and busy is good! Search engines love content!

News Search Engines are said to be the number one choice for news in the 18 - 54 age group for those owning or having access to computers. Don’t miss out on this important traffic source. Press Releases are a great way to carve your niche here. Wire services, newspapers, magazines all like press releases. They must be effectively written and optimized in order to gain maximum exposure.

Call-to-Action - If your pages are not written to entice the viewer to keep ‘clicking’, then your bounce rate will be high. Keyphrases need to be used to keep the clicks coming and to close the deal.

Blogging is the new marketing tool of the internet. Politicians have staff members who follow blogs all day. Quickly, businesses around the world recognized its power and are now utilizing this as an effective and powerful tool for internet marketing and positioning. It is huge!! If you are not blogging, you are missing out on an important advertising/marketing medium. (An RSS Feed is then added to support your blogging efforts.)

Regular submission of your URL addresses is normally handled by your SEO expert. This is vital to the major search engines but it does no good unless your pages are first optimized.

Proper Meta-Tags are necessary for maximum optimization of your site. A good SEO expert will analyze these and choose the ones best suited to nail your traffic and message.

Codes and Links - Your web designer must use correct html coding that, once again, allows the spiders to access your information. Incorrectly written codes or broken links only slow down your success with indexing and conversion.

Flash - Beware of too much flash as the search engines like content, not flash. It confuses the spiders who will just crawl in the other direction, thus preventing the information from being properly read and indexed. If the engines don’t read it, your potential clients or customers may not either.

Site Map - A Sitemap informs the search engine crawlers that you have other web pages and where they are located. If they don’t know about it, they won’t read and index those pages. Simply put, a Sitemap is a catalog of your URL addresses for all of your Website pages.

Video - Given a choice of choosing between a vendor or corporation with no video on their website or one with video, viewers normally choose the one with video. Why? Because the viewer has now seen the product or service in its application or company management in action. A moving picture is worth a thousand words! It provides a comfort level. It gives the visual that potential clients seek. A website with a professional, well-written and produced video can boost your sales and visibility.