Infomercial Comments
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A continuity program will product sales or products or services to customers who have just made a purchase through an infomercial. The best way to promote a continuity item is through a brochure or other sales literature inserted with the original order. Developing a successful continuity program will only enhance you bottom line, particularly since your advertising message is usually delivered at not additional expense to you. Furthermore, your continuity item is being offered to satisfied customers, because your company made their TV buying pleasant and satisfying. SEEK RELATED ITEMS - Continuity items should normally be related to the initial product. The consumer purchases your initial product to satisfy a specific need, so it stands to reason that auxiliary products catering to this same need stand a higher chance of success than totally unrelated products. For example: If an exercise machine is you main product in the infomercial, a monthly vitamin subscription plan can be an ideal continuity program of you.; It is related to the customer's original need (to be healthy and fit), and you can count on a hefty profit margin because you advertising costs for the vitamin subscription are minimal. RELATIONSHIP MARKETING - Continuity may also be looked at as a means to establish a marketing relationship with your customers. Through profile response cars and other dynamic data, you can product a catalog that features several products that cater to the needs and wants defined by your customer base. To continue with the example above, you can offer your customer (who originally purchased exercise equipment via your infomercial) a wide variety of products and services in a catalog - duffel bags, running shorts, portable CD players, you name it. As the cost of acquiring new customers increases, selling more to the same customers expands the potential for DRTV in almost any market.
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