On national cable last week you could have watched DRTV campaigns for four different Worx Products. Worx Air arrived in September 2013 and has never left. Worx Trivac and Worx Aerocart returned just as millions of Americans are wishing they had better tools for their fall landscaping and cleanup projects. The Worx Switchdriver debuted on November 7 and aired on five networks in its first week.
But you won’t catch glimpses of Worx products during commercial breaks between your favorite shows.
Worx currently isn’t running any Short Form spots.
In fact they haven’t all year! Worx’s DRTV strategy for these products is exclusively Long Form.
October 7, 2015 - October 13, 2015
Worx Air: Three payments of $33.33 plus $14.99 S&H
Worx Trivac: Three payments of $24.99 plus $19.73 S&H
Worx Aerocart: Four payments of $34.99 plus $24.82 S&H
Worx Switchdriver: Three payments of $39.95 plus $19.73 S&H
In previous years Worx has run 30-, 60-, and 120-second spots for the Trivac and GT Grass Trimmer and Edger. They never stuck around for very long.
What makes Worx a better match for Long Form?
Our hypothesis: Product price and product complexity.
Worx’s Long Form campaigns for have successfully continued for years by taking advantage of the expanded running time to fully explain the many features and applications of these complex and pricey products.
Simply put: It takes a half-hour to justify the triple-digit expense, especially when similar products are available in stores just down the road.
Don’t forget that the price mentioned in the infomercial is only the starting point. Those that call now will be offered compatible products, upgrades, accessory kits, and extra batteries that can quickly and significantly inflate the total cost. A budget-minded caller might be scared off.
Worx wants their callers to be committed to a purchase in order to maximize upsells and profits.
30 seconds is enough time to gain a sale on a whim. 30 minutes gains a convert -- a convert who not only "buys in" to the Long Form story -- but also buys. And that seems to be working for Worx.
Your thoughts?