While 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 six most profitable infomercial products, three are related to fitness. (1, 2)
Most of us dream about enjoying amazing workout results by investing only minimal time and effort. Fitness infomercials are designed to create this fantasy, which lulls us into purchasing products that may not live up to their claims.
The Successful Infomercial Program Profile and Fitness Products
Successful infomercial programs promote products that:
*are reasonably-priced, *are revolutionary and innovative, *cannot be found anywhere else, *can make life easier and better, and *produce immediate, transformational results. (3)
In order to fit this profile, marketers of fitness products often promote the fantasy of fast fitness. While the notion of undergoing a rapid body transformation appeals to the viewer, product claims may exceed the ability of the human body to achieve such accelerated results.
Many fitness gadgets have been taken to task by consumer groups for making unsubstantiated claims. While some products have been tested and shown to be reasonable supplements to a total exercise program, others are ineffective. (4, 5)
Despite consumer complaints and negative reviews, however, sales from fitness infomercials are booming. Why? 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 Fantasy
These 7 common marketing tactics used in fitness infomercials target our emotions, establish product credibility, and offer bargains we can’t seem to refuse.
1. Emotions: Ads aim at the very core of our being–our sense of self and, perhaps, our vanity. They strike the chords of our emotions and play on our universal dreams, desires, and needs.
Our imaginations begin to mold our fantasies. Next, they establish credibility and trust, while easing skepticism about the ability of the product to fulfill our dreams of scupting a gorgeous body.
2. Testimonials: We listen to the stories of peers who profess amazing results from using the product and toy with the notion that, just maybe, it will work for us, too.
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? Not necessarily!
Each of these confidence-building strategies has its shortcomings. Results claimed by compensated models may well be due to their total weight control and 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, viewers are more likely to trust infomercials than Congress, used car salesmen, and corporate executives! (3)
Once they have gained some reasonable level of our confidence in the product, they attempt to close the sale by:
5. Overcoming objections and upping the ante: Marketers emphasize the uniqueness of the product and urge us to accept no substitutes. They create a sense of urgency with limited-time offers and great bargains for the shopper in us.
6. Guaranteeing no risk: If you don’t get results, you will 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 into the power of suggestion that prompts the buy.
Sold! Viewers will generally watch for 13 to 15 minutes before calling.
Add-On Sales For More Quick Profits
The 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 have 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 fast-fitness fantasy was, from the start, the manufacturer’s quick-profit, dream-come-true at the expense of consumers.
Consumer Knowledge is Power
Do not 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:
*Check out user reviews on the specific product of interest. *Visit consumer-related sites before buying exercise equipment. *Ask the opinion of a fitness professional, preferably one who has formal training and an advanced degree in exercise science. *If you decide that the product is worth a try, be sure to read the fine print on the website.
Educate yourself by learning fundamental exercise and weight control principles so that unsubstantiated product claims will be more transparent to you. Fitness knowledge gives you the power to prevent falling for the fast-fitness fantasy before you make the purchase.
References:
1. Consumer Reports. (2009, January 6). Tip of the day: Choose a home exercise machine to fit your budget. Retrieved 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. Retrieved January 19, 2009, from http://www.consumerreports.org/health/healthy-living/fitness/staying-fit/infomercial-exercise-2-08/how-they-tested/infomercial-exercise-equipment-how-they-test.htm
Posts Tagged ‘They’
Fitness Infomercials – How They Create The Fast-Fitness Fantasy For Quick Profits
Tuesday, July 19th, 2011Car Insurance and Your Claims: They MUST Pay!
Monday, October 25th, 2010To further complicate matters, even if a loss is covered, the policy most likely includes a deductible as well as coverage limits. Depending on the nature of the loss, multiple insurance companies may be involved. For example, if a storm strikes and you have both wind and flood damage, you may have to file a claim with your homeowners insurance for the wind damage and another with the national flood insurance program (if you have flood insurance) for the water damage.Depending on where you live, your deductible may be higher under certain circumstances. For example, in Florida, your insurance deductible for hurricane damage is much higher than if your home was burglarized. So, will your local insurance company pay or won’t they? Look at it this way, insurance companies DON’T want to pay. They are in business to generate profits and will need to be convinced BY YOU that the claim should be paid. The burden of proof lies on you, the homeowner. This means that you will need to prove your case and do it well. The better prepared and more organized you are, the better.
Start with documentation. You may need to take dozens of photos and provide your direct insurance agent with detailed estimates to counter against the insurance company’s original settlement offer. You may need to demand to see how the agent depreciated your property and negotiate a more reasonable method. While your homeowner’s insurance policy is a contract, the claims process does provide room for negotiations with auto insurance company (more information on best negotiation tactics in How to Contact with Auto Insurance Company? article).
Your best bet is to be prepared for a fight. Your tools in this battle include a detailed home inventory, digital photos and video documenting the damage, estimates from local contractors, and a willingness to demand a better offer. You don’t have to do this alone. In fact, many contractors are willing to be present during the insurance adjuster’s visit to help point out damage that the adjuster might have otherwise ignored. In addition, public home or auto insurance adjusters act as advocates for the homeowner and work on your behalf to negotiate a higher settlement offer.Arm yourself with knowledge, documentation, and real-world estimates while also considering professional representation and you’ll be better equipped to answer the question, “Will they pay for it?”
Anti Aging Drugs – Are They Safe?
Monday, August 23rd, 2010While taking anti aging drugs won’t make you stay young forever, it could delay your body’s vulnerability to diseases, because of aging, a little longer. The factors that make anti aging drugs effective have to do with how much the human body should and could absorb certain nutrients. The use of Anti aging drugs have been recommended by medical experts through the years because of the alleged good effects which they have on the human body. However, it will still help to conduct thorough research about these anti aging drugs before deciding to include any combination to your daily dietary intake. Below are the common types of anti aging drugs and their known effects to the human body.
Anti oxidants
Among the many kinds of anti aging drugs in the market, anti oxidants are the most potent. These dietary supplements are marketed to target specific toxins which the human body needs to flush out. These toxins could be UV rays-related or caused by stress and lack of exercise. The primary ingredient of anti oxidants is fruit extracts. Taken by its self, anti oxidants are generally safe and effective. It’s similar to taking multivitamins. People undergoing medication should, however, research on the adverse effects of each anti oxidant with their prescription medicine. Should it prove to counter the effects of the prescribed medicine, an individual should discontinue use as soon as possible. A long and informed talk with your physician about anti aging drugs should be more than helpful. The most popularly known antioxidant are vitamin C, E, and A
Photochemicals
Photochemicals are chemicals which are derived from plants. These ingredients are believed to be cancer-preventive. Among the most common are Flavonoids, which may be found in tea or coffee. Taken in moderation, these are proven to have antioxidant qualities similar to vitamin C. People should be careful about taking in too much caffeine though, which are also present in most plants containing Flavonoids.
Food containing some PhotoEstrogen ingredients are said to prevent estrogen-related cancer like prostate, breast, and colon cancers. Food types containing these include soy products, flax seed, garlic, onion, leeks, and chives. People who are taking in this type of photochemicals need to stay updated about developments, though, as the use of these supplements is still being studies. Recently, eating tofu, which is a soy product, was reported to trigger the growth of breast cancer cells in women. The effects of these photochemicals are harmless when they are taken in moderation. Any sort of intake abuse, however, can lead to unnecessary dietary imbalance.
Folic acid
Among the oldest known anti aging ingredient in dietary supplements is folic acid. Up to this day, folic acid is still known for reducing the risk of heart diseases. Similar anti aging ingredients include Vitamin B5, which improves the body’s ability to handle stress. Most heart diseases are triggered by excess stress, and a combination of folic acid and Vitamin B5 supplements in one’s diet should lower the risk or cardiac problems dramatically.