Many well-known retailers, financial institutions, publishers, insurance companies, and manufacturers have used infomercials to showcase their products, including American Airlines, Blue Cross-Blue Shield, Clorox, Estee Lauder, P&G, Microsoft, Nissan, and “Infomercials ‘tell’ as they ‘sell’ . . .” 3 Pepsi, DuPont (Teflon),[3] Hamilton-Beach, Space Bag, Rubbermaid, P&G, Toyota, Philips Consumer Electronics, Bissell, Evinrude, and Sears (Craftsman brand).
Companies of all sizes and across most industries use DRTV because the medium helps companies tell their product’s story in a format that is not only measurable and accountable, but that can perform far better than traditional 15- or 30-second branding spots in recall, intent to purchase, and enhanced brand awareness. DRTV has also demonstrated it can do more than just support brands; it can create them too. Guthy-Renker’s ProActiv skin care product started with a million-dollar DRTV investment (vs. tens of millions for major brand companies to launch a new product) and today is a billion-dollar brand.
The QVC Advantage SOGS works closely with QVC, Inc., the world’s largest television shopping network. QVC (quality, value, convenience) offers approximately 1,000 items each week to TVtied consumer shoppers. Broadcasting 24 hours a day, the video and e-commerce retailer has operations in the US, the UK, Germany, Italy, Japan and China. It also sells product online at its QVC.com website and through mobile devices. SOGS maintains offices and warehouse facilities a short drive from QVC’s West Chester Pennsylvania headquarters, and SOGS principals are a familiar presence on the QVC campus and production facilities. The US is QVC's largest market, contributing two thirds of its total sales. Although SOGS operates in markets outside the U.S., the U.S. market and QVC US are its primary focus. For product manufacturers and intellectual property holders, SOGS serves as a gateway to QVC and its vast market. Success on QVC firmly establishes your product’s brand and legitimizes your brand’s quality and performance claims. Successful QVC introductions are well-positioned to succeed in other marketing and selling channels. 4 Gateway to Retail But it doesn’t stop here. DRTV’s performance advantages can be leveraged to obtain placement of your product in retail establishments. This is important, because sales volume through retail channels dwarf the volumes sold through DRTV marketing. DRTV and retail channels are no longer considered competitors cannibalizing one another’s sales. They now work together to pull customers into retail establishments.
An exciting new brand with high consumer awareness and a sales track record is attractive to retailers. A strong DRTV tailwind complements retail advertising and promotional efforts and reduces retailer risk. DRTV attracts shopper attention and delivers educated buyers primed to buy, especially those who wish to see your product before the purchase. Conversely, DRTV flops help retailer avoid inventory-choking losers. Retailers who’ve embraced As-Seen-On-TV brands include Macy’s and Target (Martha Stewart), Home Depot, Best Buy and Sears.
