03/03/2020
But Wait, There’s More! Infomercials go Mobile.
Late-night infomercials are entering a new phase, and it looks decidedly unlike commercials for your grandparents.
Infomercials or "As Seen On TV" ads have most often been used as a form of direct response television that generally includes a toll-free number or website and was typically shown overnight, outside peak primetime hours for commercial broadcasters. While the term "infomercial" was originally applied only to television advertising, it is now sometimes used to refer to any presentation (often on video) which presents a significant amount of information in an actual, or perceived, attempt to promote a point of view.
When it comes to grabbing millennials' attention, this old form of direct response marketing is making a come back on the mobile screen with help from the inventor of the landing page, Johnny Mathis - CEO of https://livemercial.com. "Smartphones are the #1 device to reach millennials and they are 2x more likely to be focused while watching videos on their smartphones vs. on TV which makes it a perfect fit for infomercials."
In 2000, LIVEmercial was the first company to combine video and single page e-commerce websites (landing pages) which immediately paved a new way of marketing single-product items to the masses. 20 years and billions of dollars in e-commerce sales later, they are rolling out the next generation of infomercials. Mobile infomercials, properly termed LIVEmercials, use the influence of demonstration and the "pitch", just like late-night infomercials, to sell more and get more leads. They are the best landing pages of 2020.
They work like this. Imagine scrolling through your social media feed with nothing to do. You plop onto the couch, flipping through your friend posts only to find a video appear: fast KETO Meals!
Before you know it, you’re hooked. What you thought was a short how-to video is actually carefully scripted 20-30 minutes of video content and video landing pages. The product sounds too good to be true – your gut knows it is – but you keep watching more videos anyway. Congratulations, you’re now a victim of one of the most convincing and newest forms of content ever created: the LIVEmercial, or "mobile infomercial".
Like infomercials, LIVEmercials hook you into watching more and emphasize how the product will solve consumer pain points, but unlike TV infomercials, LIVEmercials are more interactive, made for a new generation of consumers, and provide a faster, more common way to "Buy Now".
Virtually every LIVEmercial answers one of four questions, if not all of them: will this product make me rich, beautiful, happy, or save me time?
Emphasizing the benefits drills down to the core of why a stranger should purchase your product. Directly addressing consumer pain points pulls real emotional triggers that attract potential customers. Instead of doubting the features of your product, they begin to trust the benefits it can bring to their lives. This combined with celebrity influencers is a home run win for any marketer.
The true genius behind LIVEmercials, just like infomercials, is that they convince consumers to purchase products that, until just a few minutes ago, they didn’t even know existed. How many food dehydrators or super-absorbing towels were sold before infomercials were created about them? Very few. The reality is that LIVEmercials tap into unexpected desires, letting us into the “secret” of an easier life.
What's more interesting is how LIVEmercials integrate directly with social media and feel like an extension of the social media platform they are advertised on. Because of this, they convert 10X better than traditional digital media and 100X more than TV media.
What do you think of this type of marketing?
