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Draw Back on Your Bow and Take Aim
Remember you are only in Phase One of your media roll- out. It is
possible to simultaneously sell your products through WEBmercials,
TVmercials, RADIOmercials, AND home shopping. Home shoppers live in a
world apart. They are loyal spenders responding to hosts, hostesses, and
the medium itself.
We have not seen the millions of home shoppers significantly effect
direct response commercial sales on TV or Radio, so the two can be
utilized at the same time. Go and sell!
Creating a Million Dollar Roll-out One Media Buy at a Time
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Dear Reader,
You are ready to take your product to a home shopping venue, what
do you do now? Home shopping channels can be a great place to take
your DR product to expand your target market. It can also be a great
place to take marginally performing products, that only did 'so-so',
or under performed in a show or spots, and help make them big hits.
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Use an Expert-Get a Preferred Place in Line
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 Use
an expert. Someone who has travelled the road before, knows the
players, and how the game is played- otherwise you are one of
thousands who may never get your foot in the door.
Donna Phillips of Illuminare, LLC in Pasadena, CA (626) 793-7871
has been at the home shopping doors for years, and it is her advice
that we ask for in this article. She lays out how it works, and how
to get your products on air.
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What Do You Do Now?
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 There
are a number of home shopping outlets for you to investigate. The
biggest and the best known are QVC and HSN (Home Shopping Network).
Other TV shopping shows, that appear at different times and
different stations throughout the country include, Shop at Home and
ShopNBC.
Generally, a product segment runs from six to ten minutes,
depending on the product, channel and time of day it runs. Minimum
dollars generated during a segment will usually garner a repeat by
the shopping channel. The minimum dollar amount needed to qualify
your product a 'hit' will vary by channel and time of day you are
scheduled to appear. Other consideration is also given if your
product produces new customers to the channel, attracting people who
have not purchased from the channel before.
Continued Next Week....
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