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Infomercials: An Experiential Activity for a Direct Marketing Class

Infomercials: An Experiential Activity for a Direct Marketing Class. Henry Greene, Ph.D. Marketing Department Central Connecticut State University DMEF October 2009. Why Bother with Infomercials. Fast growing media choice Economy independent Gain in value as economy goes down

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Infomercials: An Experiential Activity for a Direct Marketing Class

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  1. Infomercials: An Experiential Activity for a Direct Marketing Class Henry Greene, Ph.D. Marketing Department Central Connecticut State University DMEF October 2009

  2. Why Bother with Infomercials • Fast growing media choice • Economy independent • Gain in value as economy goes down • Gaining on prime time • Gaining respectability

  3. Direct Marketing Experiential Activities • Guest Speakers • Direct Marketing Ads • Response Analysis • RFM / LTV • Direct Marketing Plan • Direct Marketing Letter / Package • Case Studies • DMA Conference - Show and Tell – Fish • Internet Research – List brokers, Census Data

  4. Experiential Learning • Learn by Doing • Real business experiences • Relevant • Engaging • Memorable

  5. Business School Business Student Skills • Team Work • Critical Thinking – creating a plan • Analytic planning – budgets, response rates, break even analysis • Technology Skill – Software, e technology • Story Telling – Organizing Thoughts • Oral Communication – presenting the plan

  6. Infomercial Activity • Guest Speakers • Story board • Team Work – Logistic Coordination • Technology • Oral Communication

  7. Class Infomercials • Joey G’s GUIDO Cream http://www.youtube.com/watch?v=ilbWlPJaMVI • 10 Hour Power – Energy Drink http://www.youtube.com/watch?v=PgrXusdeM3I

  8. Student Reaction • What was the benefit? • How do you feel about the project? • Recommendations for future projects

  9. ….other projects revolve around a marketing plan ... It was nice to get to do something that was fun. • It is the most unique project I’ve had here at CCSU. • I loved working with my group …. we learned a lot about marketing concepts and it brought us closer together…. This was such a fun project and we also learned a lot. • The story board is important …..so it was great to learn how to make one. I’m actually making 3 story boards (at work) ….so it came in handy. We used the storyboard as the script, the shoot went smoothly … besides laughing too much, it didn’t take too long

  10. The project was a lot different ... This is a good thing, it exposes you to a new experience. We went out to a business, spoke to the manager. The project simulated what the restaurant manager was thinking of creating. • You definitely get a deeper understanding of the topic. It’s hands on, you are applying what you are learning. • After the project I have a more positive attitude about infomercials. Before I thought they were sleazy , an opportunity to rip people off, but if done correctly they have advantages to the consumer over other media.

  11. Professor’s Perspective • Teamwork – good classroom vibration • Storyboards – well planned • Captures Essence of Direct Marketing • AIDA model – reinforced the components • Requires development of Business School Skills • Mentally and Emotionally Engaging • Memorable • Positive, educational, experience for students and instructors

  12. Future Changes • Conn Film Festival • Infomercials – real companies • Awards • Audience – MKTG Club, Faculty, Family, Friends • Competitors – Advertising Class • Technology – Cameras, software • Cooperation with video technology students

  13. If you email me, GREENE@CCSU.EDU • I will send you this slide presentation • But WAIT – THERE’s MORE…., • if you order today, I will throw in the paper…., • OK, that’s 2 documents –the slide show and the paper, a $59.99 value • But no, not here, not $29.99 or $9.99 • ABSOLUTELY $$FREE$$ • Thanks for Coming!

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