BJ Global Looks to Expand on Kymaro Success
By Thomas Haire ( email@example.com)
In its October 2009 issue, Response announced and spotlighted the three finalists and winner of the inaugural Direct Response Marketing Alliance (DRMA) Marketer of the Year Award. Beginning in the November 2009 issue, we began spotlighting the other
seven top nominees in a monthly section. This month, we caught up
with BJ Fazeli, president and founder of Irvine, Calif.-based BJ Global
BJ Global Direct is a direct response company that specializes in
design, product development, manufacturing, licensing, media funding and distribution. The company brings together more than 35 years
of experience in the DR market under one roof. In 2009, the company’s
Kymaro® health-and-beauty brand continued to find success in direct
response circles, and according to Fazeli, is expected to continue
expanding in coming years.
Q: Why do you think your
business responded well
during the recent economic
A: Our Kymaro brand offers a
line of feel-good type products at
affordable prices. So our clientele
can look and feel better about
themselves without breaking the
bank. This convenient and cost-effective way to feel good coupled with our diligent customer care has
allowed us to maintain a steady and strong revenue stream during the
BJ Fazeli, president and founder,
BJ Global Direct
Q: What does it mean to you and your company to be one of
the top 10 nominees for the DRMA
Marketer of the Year Award?
A: It’s an honor to be part of such a great
group for me personally, as well as our
team here at BJ Global Direct. We have an
amazing team here, and everyone was very
excited about the nomination.
Q: What is your outlook for the next 12 months? What are
the top items in your pipeline?
A: We’re extremely busy with our existing products, as well as a slew of new potential items.
We stand behind our products strongly, and as
a result we have to be very selective as to which
product we’ll put our name on. We have some
amazingly innovative items coming out under
our Kymaro line that we’re very excited about.
We’re in the final phases of wrapping things up
with some of these — so stay tuned!
Q: How did the successful products
you had over the past year fit within the overall concept behind your
company? Were any of those products so successful that they changed
the way you do business? If so, how?
A: As a marketer, BJGD holds various brands. For example, Kymaro is
our health-and-beauty line. We have multiple products under this brand
name. The Kymaro New Body Shaper was a great hit in both DRTV and
international sales from the very start. We’ve always been confident in
the product, however we were pleasantly surprised by the goal-surpass-ing numbers from the very first airing and on. Having an instant hit
on our hands, we saw no choice but to introduce Kymaro Curve Control
Jeans immediately. We’re pleased to see this campaign take off and
become a hit as well.
The Kymaro New Body Shaper led a series of hits
for BJ Global under the Kymaro brand name during
the past year.
Q: What was the most significant
accomplishment in the past year
for your company?
A: We had multiple successful infomer-
cials on the IMS charts, and our Kymaro
line of products succeeded beyond our
Q: What vertical markets do you believe
are best equipped to survive current
economic issues — and even thrive — in
A: Simple, evergreen type products — that
make life a little easier and don’t cost the consumer too much money — are the way to go.
Seasonal products are great for a quick spike in
revenue. But for steady and long-term success,
year-around items are the way to go.
Q: Does today’s consumer respond bet-
ter to short-form or long-form DRTV? Which of these two
formats are best supported by other media, including online,
mobile, print and radio?
A: People have busy lives. The younger generation hardly uses full
words to speak any more, instead using text lingo. So short-form is a
great way to take on DRTV. Long-form, however, is the legacy DRTV format and requires a specific art of capturing the viewer’s attention and
leading them to their phone or computer. So with the right messaging,
both formats still have their place in any marketing campaign.