economic climate, it’s a booming time
for direct response. But nothing seems to
compare to the jaw dropping results of so
many successful housewares campaigns
currently on the air,” says Raymond.
But before diving into a new DR
housewares campaign, perhaps it’s worthwhile to walk a mile in the shoes of the
vets that have been down that road.
always best if it focuses on what a product
does best. And if the message is formulated to be around what the product does
second best, then the sell falls short,” he
adds.
With a great product and strong message intact, it all comes down to delivery.
With the Discovery Network series
“Pitchmen” at the forefront of popular
Miracle Blade III is the latest version of the
extremely successful knife sets sold via direct
response TV. The product’s ads feature long-time DRTV spokesman, Chef Tony.
culture, a host’s significance to a campaign can’t be understated, and especially
when it comes to housewares products.
Since demos are such an integral part of
a housewares campaign, the host’s presence and familiarity with the product can
make or break its success.
“Don’t expect a host to walk in and
CONTINUED >
Demolition Man
“With all housewares products, it
comes down to how it demonstrates,”
Sylva says. “The product needs to be
highly demonstrable and there’s just
no way around that. People really like
things that look easy to use. If you can’t
demonstrate your product and make it
sing, then you really don’t have a chance
of selling it.”
Aside from the demos, the product’s
positioning is also vital to a campaign’s
success. “People get too close to their
products, and they get a tunnel vision
where they’re so in love with the products
that they aren’t looking at them objec-
tively anymore,” says Sylva.
