Success with Infomercials
Infomercials are a billion dollar industry that
can help you dramatically increase your market share overnight.
If you are looking to make your dealership stand out above
the competition or wanting to gain market share, infomercials
are a marketing strategy you should consider.
If the first thing you think about when you hear the word
infomercial is those late night shows selling kitchen gadgets,
think again. While there is a market for kitchen gadgets,
infomercials can and have been so much more.
Infomercials are a billion dollar industry that has created
many household names. Products and companies whose success
we helped drive include:
Juiceman – When the Juiceman Juice Extractor
was first introduced in the early 1990’s only health
enthusiasts knew about juicing. In less than two years,
the world became familiar with Jay “The Juiceman”
Kordich. A whole industry was born and the single product
company generated over $100 million in sales in its second
year including a New York Times bestseller, The Power of
Juicing.
Sonicare – The revolutionary sonicare toothbrush
was introduced to dental professionals in 1992. Within two
years, they introduced their first infomercial and things
have not been the same since. Inc. magazine recognized Optiva
in October 1997 as that year's fastest growing, privately
held company in the United States. Today, Philips Oral Healthcare
employs more than 600 people, and has annual sales exceeding
$200 million and a 64% market share more than twice the
share of Braun Oral-B. You cannot go anywhere without seeing
a Sonicare toothbrush. The Sonicare line is sold through
a broad set of distribution channels, including over 32,000
retail outlets (e.g. Target, Walgreens, Costco, Bed Bath
& Beyond and Macy's) as well as through dental professionals.
More than seven million Sonicare sonic toothbrushes have
been sold
worldwide.
George Foreman Grill – So many Foreman Grills
have been sold that George Foreman is the third highest
paid athlete-endorser behind only Michael Jordan and Tiger
Woods. Before the George Foreman Grill, Salton was a $75
million a year company. Today, they are at nearly $900 million.
Their whole world changed because of infomercials. What
once was a middle of the road, small appliance manufacturer,
Salton is now the market leader.
 Orange
Glo – Orange Glo started in a garage in Colorado
ski country. They are the Davids in the world of Goliaths
that are now all struggling to come up with their own “orange”
and “oxi” products to compete with Orange Glo.
Infomercials allowed the company to experience a 700% annual
growth between 1998 and the year 2001. In the October 2000
and 2001 issues of Inc. Magazine, Orange Glo was listed
as the fourth and tenth fastest growing privately held company
in America. They expect to record revenue of $120 million
this year.
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