Little Giant Ladder readies online video, HD infomercial for Select Step

Little Giant Ladder Systems will debut a high-definition, 28-minute infomercial August 1 promoting its Select Step ladder. The company created the spot in house.

Little Giant Ladder unveiled the Select Step and two other products, MicroBurst and SumoStance, May 4 at the National Hardware Show in Las Vegas. However, the infomercial will only promote the Select Step product.

“We've come up with a couple new [products], and we have a new DRTV piece we shot in our factory,” said Arthur Wing, president of Little Giant Ladder. “We have almost three and a half years of data on our demographic, so we don't have to reinvent the wheel.”

Before the infomercial airs, Little Giant Ladder will distribute a four-minute video promoting Select Step to its e-mail database of existing customers. This effort, which targets do-it-yourselfers and handymen in time for Father's Day, is part of the company's ongoing initiative to use online marketing more often. Little Giant Ladder handles its e-mail marketing in house as well.

“For the first year, the only place the product will be available online is through SelectStep.com,” Wing said, noting that the infomercial and online video will drive consumers to the site. “I really believe the Internet is the most cost-effective call center. People can push through and get on their way — there's no hassle.”