ing technology solutions, many of them
hardware-based. Of the 18 products in
four market segments, one of the best
selling products is the ColdHeat Classic,
launched through DRTV in 2003.
To date, the company has sold more
than 5 million Classics via DRTV and
retail. “We have traditionally launched
products using DRTV to build broad
awareness and demand. DRTV
has been an extremely successful
brand builder for
ColdHeat,” says Aly
manager for ColdHeat. “Even
today, two years after we stopped
Cool Mobility” print
campaign offers a free die-cast
LENOX replica car, like the one the company
sponsors for NASCAR’s Jeff Burton, with the
purchase of a mobile torch system.
WE WERE NOT
BORN YESTERDAY .
• Award-winning WMS Program
• Full EDI and XML Integration
• Daily shipments to all major retailers
• Full electronic access to daily
• 4PL supply chain management
• 24-hour shipping and inventory access
• Lowest negotiated freight rates
Hispanic fulfillment & ¡Hola!
bilingual customer service
• 24-Hour FDB Web Access
• Continuity and Installment Programs
• Save the Sale / Upsale Programs
• 88 Customer Service Stations
• Secure Electronic Communications
• Lowest negotiated freight rates
• Shipping warehouses in California
and New York
MFLS is one of the first fulfillment centers to
achieve the certification of compliance for
the VISA CISP Program. To maintain CISP
compliance, MFLS must adhere to the
Payment Card Industry (PCI) data standard —
safeguarding the sensitive data for all credit
and debit card brands.
Experience doesn’t come with the territory; it comes with 30 years
of continued service in the fulfillment and logistics business. At this
stage, MFLS has achieved a level of service and a savvy eye towards
the way this ever-changing industry works. That is why MFLS can
handle your product using the most sophisticated and efficient
value added services, plus EDI integration.
Our reputation precedes us — our experience benefits you.
Call to find out how and why we are right for you.
& LOGISTICS SERVICES
15820 Euclid Ave. • Chino, CA 91708
Tel (909) 517-2200 • Fax (909) 517-1570
Don’t settle for look-a-like
services, experience our
30 year track record —
We are the real thing.
using the spot for the soldering tool, the
recognition and consumer playback of
those spots is extraordinarily high.”
Though the company has dabbled in
radio, print and the Internet, nothing has
compared to its success in DRTV. The
channel allows for great flexibility to test,
modify and retest a campaign. “DRTV is
efficient, and often we can repurpose our
messages to be used in the retail environment to educate and reinforce our product strength,” says Johnsen.
Taking Products to Retail
After successfully branding a hardware
product on DRTV, the next step is retail.
“For every individual who buys from
TV, another 10 to 20 will buy at retail,”
says Garnett. “Companies who continue
to believe it’s all about profit from TV are
missing the big profit opportunity.” In this
way, big-box stores don’t necessarily have
to be an adversary of hardware manufacturers. In fact, large chains can launch a
large generation of sales.
“Our experience has been that DRTV
and retail work hand-in-hand,” says
Johnsen. “We have constructed our spots
so that they can be used in the retail environment to reinforce our messages and
brand benefits.” Once the recognition is
out there, ColdHeat sells products on the
Internet, in catalogs and in more than
14,000 retail locations around the world.
“Once millions of dollars have been
spent on DRTV to create the brand, to
educate consumers of all the key selling benefits and you have made a profit,
then the product is ready to sell itself off
the shelves of hardware retailers,” says
Medved. “The benefit of a hit DRTV
hardware product is that the brand and
benefits are known, so the sale at retail is
quick and easy.” ■