• by Paul Gough , October 22, 2002

Direct response television isn’t just for pasta makers anymore.

It is used to sell everything from pharmaceuticals and weight-loss devices to cosmetics and high-end automobiles. Start with a product that stands out in the marketplace and fills a real need. Add a smart infomercial and savvy placement, and you might be onto something. Expect to spend between $50,000 and $750,000 to produce a 30-minute infomercial and up to $250,000 for a one- or two-minute direct-response spot. Here are some tips for planners thinking of direct response TV:

Research is crucial. Include what makes the potential product tick, where it fits in the marketplace and how to carve a niche. "There are so many products out there," says Robert Barnes of Groff Films/Direct Response Television, whose company specializes in weight-loss and nutritional products. "It needs a unique characteristic that sets it apart." Avoid "me-too" products.

Use the testimonial. You’re asking customers who haven’t seen or tried the product to pick up the phone and buy it. "If they’re able to see the product and hear from people who have used it, you are helping to make the sale," said Geraldine Newman of Geraldine Newman Inc.

Don’t scrimp and save. A quality infomercial — or the important parts that go along with a successful direct response TV campaign like order fulfillment and ad placement — is only as good as the money you spend, Newman says.

For more information on direct response television, contact the Direct Response Academy at (512) 301-5900 or www.directresponseacademy.com. Direct Response Academy offers on-site classes for media planners and buyers. Contact the Association for Electronic Retailing at www.retailing.org.