Infomercial Marketing Performance Before Using Excellent Marketing

ProLong Super Lubricants manufactured an excellent oil additive that enhanced engine performance and longevity. By all rights it should have been a great infomercial product. Yet the company’s marketing efforts, including a television infomercial, ended up a dismal nine year failure with zero market share and almost no retail sales. The day we met with them about an infomercial marketing campaign, they were $500,000 in the red!

So this was a prime example of having the correct infomercial product that could have been worth millions and millions of dollars, yet to date there was no profit.

Infomercial Marketing Returns - $35 Million Annually!

This is one of those great stories we love to tell. When we first started running the infomercial test campaign and the initial numbers came in, a phone call was placed to the CEO. You have to understand the basic scenario here. This person had spent nine years of his life with a great infomercial product, yet to date had not seen any profits. This phone call with the results could have been just one more time to explain the failure, just one more time as to why the television infomercial was not working. It could have been one more time with one more blow to a person who had not yet given up, even though no one would blame him for doing so at this point.

Instead of giving him the actual numbers, we told him what we paid for the infomercial time. Then we told him how many orders came in. We sat quietly while he did the math. And then… at the other end of the phone there was dead silence, and finally a very very long sigh of relief. It's a good thing no one was watching him because we are sure that tears welled up in his eyes.

Due to the successful infomercial, Prolong Super Lubricants went from zero market share to over 31% in the category! During the same period their sales rocketed to $35 million annually. Prolong products went from almost a zero retail presence to over 20,000 retail stores in less than two and one half years!

"I want to thank Excellent Marketing for the first-class performance they have done in the production of the Prolong infomercial. Also the purchase of television airtime for its televised campaign and the state-of-the-art methodology employed by your company in the area of measurement of sales and advertising performance." Thomas C. Billstein, Director

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