Response Magazine

Sharp product a year ago in an attempt to conduct research and redefine “ different.” What emerged was a multi-product infomercial. Drill Doctor would share 26 minutes of limelight with Work Sharp, with the conclusion to feature a two-minute promotion for an improved-design ratcheting wrench.

The breaking of DRTV’s traditional, one-product pitch axiom was not without precedent. Ten years prior, Atomic Direct had crafted three-product shows for Sharper Image and the Ionic Breeze. Garnett knew, under the correct circumstances, the multi-product ad could be successful.

“It helps if the product categories are related and appeal to the same audience,” says Garnett. “Confusion is the worst thing that can happen; the show has to

be carefully crafted to make the buying choices simple.” Each product is presented in its own complete segment, ending with a separate call to action. Still, a significant number buy multiple items. A unique script is constructed with up-sell-ing and cross-selling for each product.”

Though only on the air since September 2007, Work Sharp has thus far outperformed the successful Drill Doctor campaign, which has run for seven years and is still doing well. Says Kevin Blodgett, vice president of marketing for Pro Tool,

“We knew we had a great marketing story for both items. Though the multi-product approach was different, and ran counter to the rules of what you should and shouldn’t do on an infomercial, we just didn’t think those rules applied to us.”

Garnett adds, “I think we’ve walked a mid-line between the classic DRTV and some very beautiful and expensive

infomercials that were done for major corporations but never sold products because the production companies didn’t understand sales. Additionally, the traditional approach has been to focus on the pitch — or the idea that every product has to be about getting rich, getting beautiful, or getting a girl. But if you know how to