Fitness Infomercials:How They Create the Fast-Fit Fantasy for Quick ProfitWhile gym memberships have slid since 2006, home gym equipment sales continue to grow. Fitness infomercials are among the most popular TV commercials used to sell home exercise equipment. Of the top six infomercial products that have grossed more than $1 billion each, three are fitness products. 1, 2
The Ideal Infomercial Program Profile and Fitness ProductsAccording to Infomercial Marketing, all of us love novel and revolutionary products that provide near instant gratification. Ideal infomercial program candidates are:
*reasonably-priced, never-before products with a magical effect on some aspect of life,In order to fit this profile, marketers of fitness products may promote the fantasy of fast-fit results. While a rapid body transformation appeals to viewers, product claims may exceed the human body's ability to achieve such results. Many fitness gadgets have been taken to task by Consumer Reports and the Federal Trade Commission for making unsubstantiated claims. While some products have been tested and shown to be reasonable supplements to a total exercise program, others are duds.4, 5 Despite consumer complaints and negative reviews, however, sales from fitness infomercials are booming. Why? Because we buy into the fast-fit fantasy. Infomercial marketing tactics intrigue and motivate us to purchase a product regardless of its quality or effectiveness. 7 Common Marketing Tactics that Sell the Fast-Fitness FantasyThese 7 common marketing tactics used in fitness infomercials target our emotions, establish product credibility, and offer bargains we can’t refuse.Our imaginations begin to mold our fantasies. Next, they establish credibility and trust to ease skepticism and promote the dream. 2. Testimonials: We listen to the stories of peers who profess amazing results from using the product. Perhaps we, too, can achieve these results. 3. Endorsements: We tend to trust the word of celebrities, trainers, and elite athletes. If Oprah endorses a product, that pretty much seals the deal for many of us. 4. Scientific Research: If a fitness device is based on a new scientific discovery or is university tested, isn’t that real proof that it is effective? Each of these confidence building strategies has its shortcomings. Results claimed by models or endorsers, some compensated, may well be due to diet and a total exercise program, rather than due to the product itself. Scientific studies conducted or sponsored by manufacturers are often disclosed only upon request. Even results from university research may not be accurately represented in fitness infomercials, particularly if all of the findings do not support the fast-fitness profile.5 Nonetheless, according to one survey cited by Infomercial Marketing, viewers are more likely to trust infomercials than congress, used car salesmen and corporate executives! 3 Once we have reasonable confidence in the product, the next step to profiting is to close the sale by: 5. Overcoming objections and upping the ante: Marketers emphasize the product’s uniqueness. We should accept no substitutes. They create a sense of urgency—if you act now, you’ll also get…... What a bargain for the shopper in us! 6. Guaranteeing no risk: If you don’t get results, you get a full refund! So what have you got to lose? 7. Being persistent: Fitness infomercials repeat the same message frequently. Repetition, particularly late at night when our subconscious minds are more vulnerable, may well tap the power of suggestion to make the sale. Sold! Viewers will generally watch for 13 to 15 minutes before calling. More Quick ProfitsThe purchase decision may be just the beginning of profits from fitness infomercials. Shipping, handling, and taxes are expected. But as a new, enthusiastic buyer, beware that you are likely to encounter a barrage of add-ons before you’ve completed the transaction.Pay close attention, or your credit card may automatically be charged monthly for additional products. And later, if you exercise your money back guarantee, you may get the runaround from an automated system. All told, you may pay the original advertised price many times over and, unfortunately, never see results. At some point you may come to realize that your quick-fit fantasy was, from the start, the manufacturer’s quick-profit dream-come-true at your expense. Consumer Knowledge is PowerDon’t let your emotions override patience and logic. Take a step back and research the fitness infomercial product and its claims. If you can move past the impulse buy:*Do a Google search. Check out some user reviews. *Ask the opinion of a professional, preferably one who has expertise in exercise science. *If you decide that the product worth a try, be sure to read the fine print. *Learn some fundamental exercise and weight control principles so that unsubstantiated product claims will be more transparent. Fitness knowledge gives you the power to prevent falling for the fast-fit fantasy before you make the purchase.
For related pages under Fitness Review Tools, see:
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References: 1. Consumer Reports. (2009, January 6). Tip of the day: Choose a home exercise machine to fit your budget. Retrieved on January 19, 2009, from http://blogs.consumerreports.org/health/2009/01/home-workout.html?resultPageIndex=1&resultIndex=1 2. The Marqui Automation Company. (2005, May 7). The all-powerful infomercial. Retrieved January 18, 2009, from http://www.marqui.com/blog/the_allpowerful.aspx 3. Infomercial Marketing. (2006, April 7). The right kind of product for an infomercial is… Retrieved January 19, 2009, from http://infomercialmarketing.wordpress.com/2006/04/
4. Federal Trade Commission. (2003, November). Avoiding the muscle hustle: Tips for buying exercise equipment. Retrieved January 18, 2009, from http://www.ftc.gov/bcp/edu/pubs/consumer/alerts/alt113.shtm 5. Consumer Reports. (2009, January). Assessing exercise infomercials' claims. http://www.consumerreports.org/health/healthy-living/fitness/staying-fit/infomercial-exercise-2-08/how-they-tested/infomercial-exercise-equipment-how-they-test.htm
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