Response Magazine - September 2010

pressions that our customers have. That’s a huge advantage to this product category. We have hardly any manufacturers or suppliers that do their own marketing,” says Doll.

Moving Forward

The experts agree that the opportunity is still quite large for DRTV brands to build significant distribution and incremental sales with retail partners.

“One tool that you have if you’re
going from the DR world to the retail
world, is that you already have the story
down — you have a strong story about
why consumers will buy your product.
So now you’re just trying to reach the
people that won’t necessarily buy direct or
haven’t been exposed enough to pull the
on their own, but they’ll weave the sell
in where it’s a sell for the retailer and the
product,” Smith says. He references Home
Depot and Dremel Trio as another recent
product and retail advertising partnership.

Discover

Order from Chaos.

The Dremel Trio was part of a recent exclusive DRTV/retailer partnership with Home Depot stores.

trigger,” says Smith.

Doll sees huge growth potential. “We
have a lot of belief in this category,” she
says. “It took us a while to go into the
arena, and we have had sustained growth
with not a whole lot of change. We’ve
had items that do well, then go on TV
and do exceedingly well, and then they
normalize into still an acceptable rate of
sales for us. We predict it to continue to
grow at Anna’s.”
Smith thinks marketers should expect
to see more mainstream brands, particu-
larly in tools and consumer electronics,
trying to use DRTV as a differentiator.
“They may already be running advertising

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