to search the campaign online beyond the
brand’s dedicated website.
“They’ll search You Tube, read online
reviews, forums, blogs, etc.,” he says. “It’s
a good thing. It makes us in the industry
evolve and work harder and smarter to
earn consumers’ business and loyalty.
We’ll end up with more informed con-
sumers, so the best products will win out.”
He likens it to when digital music en-
tered the music industry.
“Everyone was worried it would kill
the music industry, but that didn’t happen,” Plotkin says. “The best artists are
thriving. The model shifted. They needed
to tour and perform live and work harder.
The days of releasing an album and getting crazy rich are mostly gone, but the
top bands that create great music and get
out and tour, and engage their fan base —
customers — are at the top of their game
like never before. And I believe that’s
where we are heading in housewares —
and DRTV as a whole.” ;
What if every
we grow your money tree...
Heating Up Housewares
How the Wolfgang Puck Pressure Oven got hot.
One year ago, Response featured the Wolfgang Puck Pressure Oven and Direct Holdings Global executive Tim Pearson in a cover story about the then soon-to- debut housewares product. How has it gone since then? We touched base with
Pearson, senior vice president of lifestyle marketing, to talk about the oven’s success.
Response: What were the key steps you took to put the oven in a position to succeed?
Tim Pearson: First, we took time to develop and patent a totally new way of cooking
and perfect its functionality. Then we executed market research to find the best route
to release. We built momentum through press and reviews. We partnered with the most
popular and trusted chefs in the world. We partnered with Brand New Media to produce
a highly branded — but still transactional — infomercial. We slowly tested and built
momentum in media buys and online marketing. We engaged DNA Response (a multi-channel e-commerce company) to execute marketplace sales on Amazon. Importantly,
we protected our pricing strategy while aggressively defending our brand from pirates.
We then executed a retail release to selected accounts supported by press and
additional media.;In short, we took a long-term view to launching a new technology and
brand into the kitchen category and believe that we have set the stage for continued
growth in 2015 and beyond.
Response: What marketing techniques and channels have been most successful;and
why have they been successful?
Pearson: While we executed an omnichannel launch, the key channels for this project
were long-form TV and positive online reviews.;Because the method of cooking is new,
it was important to have the time through long-form TV to educate consumers how it
works, as well as that it’s easy to use and — most importantly — why it would help
them make better tasting food.;For any product, but especially for a new technology
at a premium price, consumers will do research online. We were very aggressive in
generating professional and consumer reviews in advance of the major push.
Response: What have you learned about consumers in the housewares category?
Pearson: Consumers are smart and they determine success or failure.;The product and
customer experience must over-deliver on its promise.