Order Taking Service Infomercials
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BE YOUR OWN COMPETITION - When a product becomes an infomercial success story, vultures hover in a hurry, trying to duplicate your product and you marketing campaign. Such competitors are called knock-offs. In more cases, knock-offs are cheaper versions - in both quality and price. However, one of the most brilliant knock-off DRTV campaigns we've seen broke all the files:
The product was Stair Climber Plus, an upscale version of its predecessor, Super Step. Both infomercials featured Bruce Jenner, clearly showing the manufacturer's intent to present competition that did not exist - in the process preempting any legitimate competition. Neither infomercial mentioned the other product, and for a while they were running at the same time. WHAT DOES THIS STRATEGY ACHIEVE? Producing your own knock-offs, by competing against yourself, pre-empts competitors by giving them less room to maneuver. Instead of competing with just one other brand, they have to position their products somewhere between the two that are already in the market. BROADER MARKET FOR YOU - There is nothing wrong with producing a cheaper or more expensive version of your own product. It expands the appeal to other market segments that may be outside the range of you original product.
GUARANTEED SUCCESS - If people bought you original product, your knock -off is likely to score the same success with its respective market segment.
CREATES A BANDWAGON EFFECT - When viewers see two stair-climbing exercise gadgets competing against each other, it creates more awareness of stair-climbing as a method of exercise. Furthermore, the competition creates the sense that the product is both a popular and effective way to exercise.
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