DRMA Marketer of the Year Spotlight
Positec’s Three-Year Expansion Laughs in
the Face of Economy
By Thomas Haire ( firstname.lastname@example.org)
In its October 2010 issue, Response announced and spot- lighted the three finalists and winner of the Second Annual
Direct Response Marketing Alliance (DRMA) Marketer of the
Year Award. In the November issue, we began spotlighting the
other seven top nominees in a monthly section. This month, we
caught up with Tom Duncan, Charlotte, N.C.-based president
and CEO of Positec Inc.
than $200 million,
thanks mainly to the
success of the WORX
garden and Rockwell
tool lines. The company launched three long-form campaigns
in 2010, with plans for two more in 2011. And it’s not just
DR success — the company contends its retail distribution
increased 120 percent due to the success of its campaigns.
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
A: It is an honor to be recognized by the
DRMA for something that our team works
hard at each and every day but encom-passes what we have been striving toward
Innovative marketing through
direct response television.
503.296.6131 Portland, Oregon
for several years. The caliber of the other
nominees is impressive so that also makes
us proud of what we have accomplished.
by high double digits. We have discovered
the right formula for driving both DR and
retail sales, which has allowed us to grow
despite the economic downturn.
Q: What was the most significant
accomplishment in the past year for your
A: We rolled out our sixth consecutive
successful long-form infomercial, which
gives us a batting average of 1.000 during the past four years.
That is not easy to do in
this economic environment. I am more proud of
our consistency, as much
as the level of success of
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: We are unique in that we are a brand
company first and foremost and so each
successful product that we launch via DR
supports our overall multichannel brand
strategy. Each successful DR campaign
becomes another brick in our long-term
Q: What is your outlook for the next 12
months? What are the top items in your
A: We are expecting another record sales
year. We have two new long-form shows
planned to launch in 2011.
Q: What vertical markets
do you believe are best
equipped to survive current
economic issues — and
even thrive — in 2011?
A: Great creative, a strong
value proposition and a
unique, appealing product
is more important than what
market or category a product
is in. We operate in the tool
and garden categories, and we see these
markets continuing to struggle overall due
to the housing market and stagnant dis-
Positec’s WORX gardening
line has enjoyed a string of
Q: Why do you think your business
responded well during the recent economic downturn?
A: We have had a record sales year each
of the past three years while our tool
industry competitors have seen sales drop
Q: Does today’s consumer respond
better 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: We prefer long-form because it works
best for our higher-priced, highly demonstrable products. We also like the way
we can use other media to remind or remarket a “fence-sitter” who may not have
called or bought when he first saw the