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MLM Marketing: MLM Consulti
TV and Radio Networking:   No Business Like Show Business?
By Jeffrey A. Babener
Excerpted from Network Marketing: What You Should Know, Jeffrey Babener, Legaline Publications

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The Price of Exposure

What Seymour does is part of the growing infomercial market, but with specific targets in mind.   Typical segments on this show for network marketing opportunities may run 10 or 11 minutes, or as long as a full 30-minute infomercial.   Both his company and others can assist distributors in airing the more lengthy infomercial-type segments, as well as spot commercials in markets throughout the United States.

Says Seymour, "You can get a 30-minute show on cable television in major television markets, such as Los Angeles, Dallas, or Florida cities, for as little as $75 in time slots that are very good for lead generation, for example, 8:30 or 11:30 p.m. on Friday, or 9:00 a.m. or 8:30 p.m. on Saturday, etc."  The average cost for airing a 30-minute infomercial in a typical cable market is $150 with a high end of about $500.   Thirty-second commercials can be aired on cable for as little as $10 a spot, averaging $15 to $20.  

"With everybody channel-surfing these days,"notes Seymour, "cable spots begin to approach the same results as traditional commercial stations.   But, if you want to air on commercial stations, you are obviously going to be paying a lot more - upwards of $100 to $1,000 per one-minute spot and $1,200 to $15,000 for a 30-minute spot."

But can it be effective in generating leads?   Seymour, who is regarded as the most experienced and authoritative producer and source on broadcast recruiting in the network marketing industry, believes the answer is yes.   He notes that the typical 10- to 11-minute TV interview, which is part of the 30-minute Opportunity Show infomercial, will pull about 30 to 40 hot leads, or average about 150 leads when run four times.   He indicates that there is about an 80 percent closing ratio when follow-up calls are handled promptly to viewers who originally call in on a toll-free number.  

The best time to run shows?   Seymour says Friday night from 11:00 p.m. to 1:00 a.m.; Saturday night from 11:00 p.m. to 1:00 a.m.; Saturday morning from 7:30 a.m. to 10:00 a.m., and Sundays from 8:30 a.m. to 10:00 a.m.   Why?   He speculates that there is less network prime time competition in these time slots.

Advertising co-ops generally collectively foot the bill for this type of advertising.   "Most of our productions,"says Seymour, "are for corporate or distributor groups.   We then help place the advertising in local markets for both the groups or individuals."  He says it is not unusual for a group of distributors from a sales organization to get together to make the production costs very affordable as little as a $100 to $150 per person.  

In addition to the cost of the air time charged by a television or cable station, there is also the cost of producing the advertisement.   Seymour says to expect 30-second commercials to be produced at a starting range of $1,500 and 60-second commercials at a starting range of $2,000.   Thirty-minute infomercial packages can cost between $6,000 and $7,000, and 4- to 11-minute interview segments on infomercials might run $5,000 to $6,000.  

"When the costs are spread among a group of distributors,"says Seymour, "it can become very workable.   Keep in mind that the finished product can be aired over and over and over again in local markets." 

Seymour believes that the television infomercial, which is repeated over and over again in local markets, is a more effective tool than radio advertising.   He notes, however, that if radio advertising is done effectively, it can be a high producer as well.   He adds that it is most effective if a radio talk show host will embrace the product that is being advertised on his show.

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