When Did Infomercials Get To Be So Good?
An Infomercial Production Primer

Have you noticed? Infomercial productions have really changed. It seems infomercials have gone from late night filler to advertising art form in just a few years.

How and why did the change happen?

If you're a marketing professional, responsible for profit and loss on a brand, you probably know the answer. As airwaves became more cluttered, and traditional, 30-second TV spots grew more costly, marketers searched for new channels that would cost less, yet offer results they could measure.

Long form DRTV was a viable solution for many of these advertisers. Infomercial production gives marketers a useful 30-minute format to explain a brand's benefits—and it offers measurable results.

Soon, prestigious companies were experimenting with infomercial productions as part of their marketing mix—Braun, Sears, Black and Decker and Bose, to name just a few. Cosmetics companies began infomercial productions as well.

Quickly, infomercial production quality was transformed to meet the expectations of these high-end brands. Today, infomercial production has become an art form. Outstanding production values, top-list celebrities, sincerity and sophistication are the hallmarks of good infomercial production. And each day, we become aware of more leading brands adding long-form infomercials to their marketing strategy.

Over the past 25 years, one DRTV agency has been credited with constantly leading in the art of infomercial production. Script to Screen, with its team of talented and experienced infomercial producers has changed what consumers and advertisers expect from infomercial production.

Tony Kerry, Chief Marketing Officer of Script to Screen remembers when infomercial production was very different. "Advertisers feared that infomercials might diminish their brand's value, so they stayed away. As a DRTV agency, we knew we would attract many new clients if we could bring infomercial production up to the level of national TV spots."

That's exactly what this leading DRTV agency has done. Script to Screen works with top talent in every area of infomercial production. From acclaimed writers and A-list actors to award-winning set designers, cinematographers and infomercial producers, this DRTV agency works with the cream of the crop.

The result? Each day, new advertisers with yet higher expectations contact Script to Screen with an eye toward beginning infomercial production. So how does this DRTV agency continue to stay ahead?

Kerry's feeling is that good infomercial producers have to be resourceful. "Infomercial production budgets are often similar to traditional commercial budgets. But as infomercial producers, we have 30 minutes to fill, not 30 seconds. Plus, those 30 minutes have to not only engage and entertain, but they must also deliver results." An infomercial production is ultimately judged by whether it generates sales. But, according to Kerry, "the best infomercial producers can build a positive brand image at the same time they're generating sales." To make that all happen though, you need a top-notch infomercial production company.

How should you choose a DRTV agency? According to Kerry, selecting the right infomercial producer is critical. "The DRTV agency you choose needs to be well versed in infomercial production. There are too many elements that can make or break success," says Kerry. From offer strategies to compiling clinical data and creating persuasive demos, infomercial production is both an art and a science.

Marketers considering infomercial production should definitely consider the advice of this DRTV agency expert. Script to Screen's infomercial producers have created over 600 infomercials and DRTV spots. Better yet, they've generated over $6 billion in sales for their clients. No wonder infomercial production is growing more popular every day.

To learn more about infomercial production, visit scripttoscreen.com or call 1-800-453-0003.