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INFOMERCIAL PROJECT DEVELOPMENT
Every successful Infomercial project has the following common elements:
- Product evaluation, including intellectual property due diligence.
- Development of the product and design of product packaging.
Creation of a detailed project budget. Producer interviews and selection of the project Producer. Review of testimonials and, if necessary, coordination of a testimonial trial. - Creation of the project timeline.
- Establishment of the unique selling features of the product and pre-production of the Infomercial.
- Coordination of FTC legal counsel review of product features and marketing claims.
Production and editing of the Infomercial. - Media testing of the Infomercial and evaluation of initial media test results.
- National broadcast roll-out (if test is successful) or "corrective action" (if test doesn't warrant an immediate roll-out).
- Evaluation of media test results (may include focus studies) and completion of "corrective action" for a re-test of the modified Infomercial.
- Development of upsell products for the campaign.
- Establishment of an Internet presence for the product.
- Selection of inbound order call center and training of inbound call operators.
- Development of media schedule (and arrangment for media funding).
Coordination of sufficient product manufacture and packaging for roll-out. Selection of fulfillment, customer service, merchant account and campaign support services. - Implementation of national media roll-out.
- Ongoing evaluation of media broadcast results, product sales, product returns, upsell product sales and all other campaign data.
- Development of additional campaign elements for print, home shopping, catalogs, the Internet, radio, affinity marketing and retail.
Coordination of international marketing campaign.
Within each of these elements there are subtle details that can make-or-break that element and, in some cases, the entire campaign.
Only someone with many years of management experience with both large and small Infomercial projects can know how to handle each of these issues when they inevitably arise.
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