DRMA Marketer of the Year Spotlight
Thane’s Top Products Hit Major Milestones
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 2010 issue, we began spotlighting the other seven top nominees in a monthly section. This
month, we caught up with Amir Tukulj, Toronto-based chairman and CEO of Thane Direct Inc.
In the past year, Thane Direct’s biggest sellers include
the H20 Mop Ultra (more than 2. 8 million units sold), the
Flavorwave Turbo oven (more than 2. 1 million units sold) and
the AB-Doer Twist (more than 1 million units sold). In 2010,
the company built upon legacy DR brands such as the AB-Doer,
Orbitrek, the H2O Mop and Flavorwave with the introduc-
tion of enhanced versions to keep each global brand fresh,
while at the same time introducing all-new DR product lines
such as Derma Seta, 3 Minute Legs and Slim ’N Lift.
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: We are honored to be recognized again this year. This reaffirms
our position as one of the leading DRTV companies in the world.
well during the recent economic downturn?
A: Through international diversification and consolidation of
existing marketing avenues, we have not only managed to hold
onto our strong position but have in fact had our best year ever.
Q: What was the most significant accomplishment in the past
year for your company?
A: Our most significant accomplishments were continuing to
expand exponentially despite a tough economic environment
internationally. Additionally, we are proud of passing large
sales milestones for a couple of our banner products: 1
million Flavorwaves sold and 3 million H20 Mops sold.
These sales figures are more impressive considering
both sell for more than $100.
Q: What is your outlook for the next 12 months? What are the
top items in your pipeline?
A: We signed Mr. T for two new products, including a sequel to
the highly successful Flavorwave Turbo. Additionally, we have
several new fitness machines and beauty products that are
quite revolutionary in concept and execution.
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: The products we had success with this year generally
fit within our historical track record. We have continued to
do what we do best with the same kinds of products that
have generated success for us in the past. We are encouraged in our pursuit of extending the life of our product lines
by continually innovating and improving them.
Q: What vertical markets do you believe are best
equipped to survive current economic issues — and
even thrive — in 2011? Why?
A: We are intensifying our focus on retail distribution in
the United States and internationally, and are also opening
retail stores in several nations. This is part of our strategy
of establishing a brick-and-mortar presence to increase
our visibility and generate familiarity with our brand and
increase the level of trust with our customers.
Q: Why do you think your business responded
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
A: We have had much success with the long-form for-
mat. As one of the leading direct response program-
mers in the world, we have access to more than
500,000 half-hour commercial slots. In addition,
we own and operate many international satellite
and cable channels that make half-hour broad-
casts more affordable for us than short-form.
The half-hour format is uniquely supported by our
online presence — with a team of international
Web designers who translate and conform our
sites into more than a dozen languages —
uniquely tailored to regional markets.
The H20 Mop Ultra was
Thane Direct’s biggest
seller in 2010, with more
than 2. 8 million units sold.