Phenomenon of the mystical infomercial, its role in marketing

This is my favorite time of year. Not because the holidays are over or because of the sense of renewal the New Year brings, but because I love that almost any time I turn on the TV I am bound to run across an infomercial trying to sell something I absolutely don’t need but somehow begin to want the longer they can hold my attention.

From beauty products to kitchen gadgets to exercise equipment, I love them all. Some of my all-time favorites include the Ronco Oven (“Set it and forget it.”), the Tony Little Gazelle Freestyle and, of course, the Snuggie. However, this year there are a few that could easily take that top spot. (See examples of the infomercials mentioned and more, below.)

More than just sharing my favorites, I would like to explore further the phenomenon of the mystical infomercial and what lessons can be applied to business.

Infomercials often become the topic of conversation (at least in my office), and I don’t think I would believe anyone who told me they haven’t been sucked in by at least one infomercial in their lifetime. We laugh at the absurdity of some of the products, but the truth is, if infomercials weren’t effective they would have ended a long time ago. The secret to infomercials is that they have found a way (as silly as it may be) to effectively showcase testimonials and third-party recommendations. I will admit that I have watched many an infomercial and thought, “Wow! If that lady can do it so can I!” or “I’m busy just like that guy; that product is perfect for my lifestyle.”

Regardless of whether you truly believe the endorsements of the people featured, they still legitimize the products they are trying to sell. The lesson here that can be applied to business is that what your customers are saying about your product (good or bad) can have an impact and influence on potential customers. Even if you are the one ultimately providing the platform for these testimonials, others will listen if the endorsements are genuine and results-driven.

Now for the real reason why you are reading this particular blog entry: my favorite infomercials of 2010. If you have a favorite, please share as a comment below or e-mail me directly.

Shake Weight: http://www.youtube.com/watch?v=rVogg_0Hhus



Booty Pop: http://www.youtube.com/watch?v=d4EvVErNhVE



Magic Bullet: http://www.youtube.com/watch?v=RtpKjgwi4Sc



Ronco Oven: http://www.youtube.com/watch?v=0_2Kd1STO64



Tony Little Gazelle Freestyle: http://www.youtube.com/watch?v=pyK-3Em8__c



Snuggie: http://www.youtube.com/watch?v=R-df-ISYkGA&feature=PlayList&p=6C2397B2323F8BFC&playnext=1&playnext_from=PL&index=1



Megan Lane is an Account Executive with Imagine Marketing
Contact Megan at mlane@imnv.com.

Your crisis: a one-day story or a months-long story? It’s your choice.

It’s never a happy occasion when the need for crisis communications arises (for obvious reasons). However, when/if a crisis does arise, it’s important to handle it correctly to minimize the impact on your business as much as possible.

So what is the correct way to handle a crisis, you ask?

First, and most importantly, our firm recommends you have a detailed crisis communications plan in place at all times. Turning to this plan and adhering to its guidelines will help your business better respond to problems and can potentially keep a problem from escalating into a full-on crisis.

Second, while each crisis situation is different, there are some basic reactive things to remember that can minimize the impact of your crisis:

DON’T try to cover the story up. The biggest mistake to make is assuming the story can be hidden. Ignoring reporters’ calls, threatening the media with your clout if they reveal your story and/or hiding out in an office will not make the crisis go away. Instead, it makes you look bad and opens the doors for reporters to interview anonymous sources who claim they know all about your crisis and would be happy to discuss it on TV.

DO communicate with the media. Once the media has hold of your story, you are much better off working with them than against them. Provide them with the facts you have, but don’t speculate. Speculation can cause you even more problems later if you were wrong.

DON’T lie. It’s almost guaranteed that if you lie to the media, you will get caught and you will be painted in an unfavorable light. If you made a mistake, own up to it and immediately explain what is being done to correct it.

DO communicate internally. Make sure your employees know who is – and isn’t – authorized to speak with the media on your company’s behalf. During a crisis, a reporter may call and begin asking questions of whoever picks up the phone. This can be disastrous if that person really has no idea what’s going on but talks with the reporter anyway.

Need further clarification? I’ll illustrate using two recent news stories about very similar situations but that ended with very different results:

HOW NOT TO HANDLE YOUR CRISIS: The Tiger Woods Scandal

Tiger Woods was so careful about keeping a squeaky clean image. He was a hugely successful golfer and a happy family man. What could be more unassuming?

In late November, Woods was injured when his SUV struck a tree close to his mansion. But while the public at first felt bad for Woods, questions quickly began to arise. Before long rumor had it that Woods hit a fire hydrant and a tree because his wife had been chasing him with one of his own golf clubs! At this point, Woods took his opportunity to say … nothing.

With nothing but rumors to work from, journalists country-wide made fast work of finding out for themselves what happened at the Woods’ home that evening. Soon stories on everything from Woods’ mistresses to his Ambien habits headlined papers and TV shows and radio broadcasts everywhere, and headlines such as “Eight is Enough!” and “More Women in the Tiger Woods Scandal – Seven and Counting” quickly began surfacing throughout the Internet.

Months later, the Woods’ story is still going strong.

HOW TO HANDLE YOUR CRISIS: The David Letterman Scandal

On Oct. 1, David Letterman asked his audience if they would like to hear a “little story.” Audience on board, Letterman launched into what audience members expected would be another joke. Ten minutes later, a stunned studio audience and millions of viewers were privy to all of Letterman’s secrets: the extortion attempt, the threats and his sexual affairs with members of his staff.

While this announcement, not surprisingly, left a flurry of news articles in its wake, it died in less than a week – only returning to the spotlight in December when Letterman himself began to poke fun at Woods’ expense and, playing off of his own sex scandal troubles in his monologue, asked Woods to "stop calling me for advice." For Letterman, the situation was as ideal as can be expected.

Melissa Rothermel is the Director of Media Relations for Imagine Marketing.
Contact Melissa at mrothermel@imnv.com.

Simple lessons in business from Reality TV

My stomach churns thinking I’m about to admit this: Hello. My name is Amber and I’m a reality TV junkie. (Wait a minute. Our firm posted a video of me chair dancing to Boyz II Men to our Facebook site. What am I ashamed of here?)

I LOVE reality TV albeit I claim myself to be a high-end reality show junkie I’ll have you know. (No “Flavor of Love” or extra cheesy “Paris Hilton’s My New BFF.” “That’s hot.”)

Although these shows suck my mind empty, between my “Tough Love,” “Rock of Love,” “The New Iron Chef,” “Deadliest Catch,” “Ax Men” and “Chopped” episodes, I’m convinced I’ve found a way to enjoy myself and identify parallels between reality TV and the business world (despite what my husband thinks).

Here are a few nuggets of wisdom that hide within reality TV:

Showcase your expertise – I can’t tell you how many times I’ve sat screaming at the TV wondering why Chef Mehta insists on making ice cream when he fails miserably every time. Granted, he made it to the final two, but he still didn’t win the contest. Perhaps if he had perfected what he already knows instead of trying to be everything to everyone, especially when he was under the gun and operating on his own, he would have won.

Don’t blow your gasket – The criers and fighters always get attention, but never win. Treat everyone the same, try your best to carry yourself and your business in a consistent manner at all times so people know what they can expect to get. In the end, it always pays off.

Listen – Of course judges and cast mates go overboard with criticism (that’s why they get casted for shows). However, in their own way, these people are trying to give you feedback you need to hear … even if it bruises your ego a bit. Listen and build upon it constructively. Consider biting your lip while the foolish scream your good deed for the day with the added bonus of an opportunity for improvement.

Don’t be a fraud – Can anyone honestly tell me Omarosa was destined to work for Trump? Even as outsiders looking in, we can all see a fake when we meet one. Yeah, yeah … she had a few decent ideas, but she was deceptive and a whiner the entire time. (See note above on criers.) No one likes or wants to be associated with a fake. Be genuine in your business. You will gain loyal supporters.

Have a goal in sight – It’s easy to get off track with goals from time-to-time. It’s even more challenging to find a track when you don’t have a goal at all. Whether you want be with The Bachelor, win $50,000, work for “the Donald” or expand your brand presence, you cannot do it without a goal in mind. Establish a goal and map out the steps you need to take to reach it. Evaluate and modify your efforts regularly.

Be a respectable leader – Man, I love “Ax Men.” Most of them are “real” people to me. They tell it like it is, and everything’s on the table at all times. If you don’t like it, hit the road. Rygaard Logging Co. is my favorite crew on the show. They’re hard-working, smart, fun, hold their guys to their word, go to bat for them and, if needed, let staff go if they’re not pulling their weight. It’s simple and everyone wants to work for their crew – even that one kid Bradley. (I hope that kid found an office job.) It’s an easy formula that allows the team to be a happier, more productive, and as a result, a more profitable company.

So, the next time you plop yourself down in front of the boob tube and switch onto a show, feel comforted in knowing that I fully support you. You are, after all, learning so much about how to conduct good business.

Amber Stidham is the director of strategic planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

PICK TWO

Years ago, I saw a sign posted in a print shop that said:

“Quality, Service, Price …Pick Two”

In other words, if you want superior quality and excellent service, you’ll have to pay a premium for it. Or if low price matters to you, either the quality or service will suffer.

I’ve seen that or similar signs in a variety of business establishments ever since. You probably have too. While not exactly a customer-friendly philosophy, it used to be the norm. As consumers, we instinctively understood that “you get what you pay for.” We’ve all paid extra for fast turnaround, special treatment or a high-end product. Companies like Mercedes-Benz, Nordstrom’s and the Four Seasons built their reputations on it.

Conversely, if a deal seems too good to be true, it usually is. I first learned this as a child when an ad in the back of a comic book offered 100 army men for $1.25. After an agonizing eight-week wait, the soldiers arrived in a really small box – my first clue that something was horribly wrong. As you can imagine, they were microscopic in size, much smaller than the pictures in the ad. That’s when I found out about fine print. I relearned that lesson (nobody said I was overly bright) when a battery-operated submarine turned out to be “not a water toy.”

For years, the “pick two” equation seemed to be an immutable law. But not anymore. In today’s challenging business environment, I believe it is incumbent on organizations to provide all three. There’s a chain restaurant in town that consistently offers two-for-one dinner deals. The service stinks. Saving a few bucks isn’t worth waiting an hour for a messed-up meal. They’d be better off charging a fair price and making patrons feel like they received good value for their money.

That’s the key these days: Balance. Try to figure out a way to provide quality, service and price in a way that makes sense for your business and keeps your customers and clients satisfied. If you don’t, your competitors will.

Brian Rouff is the managing partner of Imagine Marketing.
Contact Brian at brouff@imnv.com