in this issue Killing The Golden Goose Follow The Yellow Brick Road International Advertising and Home Shopping

The ability to sell directly to your customers and make money doing so is a wonderful advantage. On top of this however, you are advertising your product and proving to the world that people want it and will pay for it. This is a momentum that you want to grow and preserve as long as possible-free and profitable advertising and creating a substantial demand in your marketplace are the rewards when you can manage this asset properly.

Killing The Golden Goose 

You want to grow your TV advertising, and at the same time you must distribute your product(s) in other areas such as radio, catalogues, retail stores, private labels, home shopping, international/overseas distribution, magazines, trade journals, newspapers, billboards, credit card stuffers, network marketing-numerous areas that would make sense according to what you are selling, and how the buying public needs to be accessed to purchase your goods.

If you place your products in these distribution centers at the wrong time it will undermine the television sales because people would be drawn away from buying on TV, and start buying the products in other ways. Hence, when you see television ads that say "not available in stores" the reason behind that is to motivate people to buy the product NOW and from the TV ad, because it is a matter of marketing life or death to continue advertising. In effect, you can "Kill Your Golden (marketing) Goose" by placing your products in the wrong places and the wrong time because of your success!

	Follow The Yellow Brick Road
Again, you refer back to your media results-how much money are you spending per week, what markets have strong sales, what regions of the country have strong sales, what neighborhoods have strong sales, where haven't you aired yet, what do the numbers tell you in terms of big a seller you believe you can attain, how long does it look like you will be able to sustain substantial sales, what has been the growth pattern to date, what are the psychographic, geographic, and demographic factors that make up the numerous customers who are buying your products, where are these people and people who are like them located throughout the country. There are numerous questions your media results can answer, and all of these answers comprise a roadmap-a Yellow Brick Road so to speak-that will lead you in maximizing the tremendous opportunity you have gained in your marketing venture. Two areas of distribution that have little impact on your domestic advertising are international distribution and home shopping. Since international advertising and sales do not impact your domestic efforts, it is an area that you can launch into from the very beginning of the campaign.     Refer to Klondike's Issue 20 »

	International Advertising and Home Shopping
Naturally, a proven domestic success will energize the international people to "speed-up" their efforts to test your product in the overseas markets. So a strong media showing in the US is worth its weight in gold. Home Shopping is another area of distribution that also has little effect in "taking away" from television direct response sales. Even if you sell on a QVC or HSN in the United States, those loyal customers are not typical of the "everyday TV viewer" who becomes your buyer from the TV ad. Home Shopping buyers tend to purchase from their TV shopping channels and their favorite presenters on those channels-they are a unique audience and basically only reachable through the shopping channel networks. Please Note:Due to the Thanksgiving Holiday the next issue will be sent December 5th, enjoy your Turkey Day!     Next Issue-The Mechanics of International Placement »

International Distributer