front, Lazkani likes Space Bag, which was
purchased by Ziploc in 2012. The product
uses a vacuum seal to store more clothes
in less space.
“Space Bag sold for $19.99 through a
direct response offer and it was different
than what was available at retail,” she
says. “It created a special value that you
couldn’t get in stores.”
She says Space Bag did a smart thing
by offering the value package through
direct channels, “which still surprisingly
drove 90 percent of its business through
retail channels. Direct response was the
advertising platform that built Space
Bag as a major retail item and they used
DRTV as the platform to drive over a
$100 million in sales,” and the eventual
sale of the brand to Ziploc.
Another company with plenty of hits
in cleaning and organizing is Concepts
TV Productions, a production firm in
Boonton, N.J. Its production successes
include Smart Mop and DiDi 7 (the stain
remover) and, more recently, Mr. Lid
(containers with attached lids) and Sea-
sonAire (the heater and air purifier).
Kristy Pinand, Concepts TV Productions’ vice president of sales and marketing — and a speaker at both the 2014 and
2015 International Home+Housewares
Shows — says profitable housewares’
products elicit that “a-ha” moment in
“They can instantly look at the prod-
uct and say to themselves, ‘I need that,’
because those moments are ultimately
what turn into purchases,” she says
To get that “a-ha” moment, Pinand
says marketing in housewares is all about
the demonstration. “We want to instantly
capture consumers’ attention with a demo
from the start of the spot so we show how
the product works,” she contends.
And the more memorable, the better.
For example, Pinand says to make Furniture Fix (it adds lift to sagging chairs and
couches) stick in viewers’ minds, they had
two sumo wrestlers sit on a couch to show
it didn’t sag.
“Realistic? Maybe not. But memorable? Absolutely,” Pinand says.
Norah Alberto, director of global
brand communications at Tristar Products, a product branding company in Fairfield, N.J., adds that “staying relevant” is
OxiClean is the gold standard when it
comes to building a housewares brand
by using direct response advertising.