Added: 01/16/2006 |
TV shopping network - How to sell on TVMore than half of all consumers say they're most likely to learn about products or brands they'd like to buy from the TV shopping network, according to the Television Bureau of Advertising (TVB). If you're considering marketing your product on television, now may be a great time. The Television Bureau of Advertising says that a lot of the stations have some lost time in their production facilities, and they may want to get new advertisers on the air. In fact, TV stores aren?t an easy way of earning money, and if you do want to be a part of the TV shopping network, you have to know the rules that can make your product a top-rated one. First of all, we encourage you to comprehend the structure and to get the basic knowledge concerning TV stores and TV shopping and selling. The TV shopping network is considered as transactional-based shopping, because every purchase is done by means of credit card, check or money order. Although most of the shopping networks have regular hosts, they often use their loyal shoppers who enjoy their individual presentations in order to publicize already bought products. As a result, many companies have made millions selling their products on different kinds of TV
shopping networks. If you are an inventor, or some other kind of entrepreneur, who can't get retail shelf space or whose unknown products would languish on the shelves, direct response TV will work to your good. But it's not a single term of rush that turns direct response TV shopping network into a universal seller. It isn't right for everyone and before you jump in, make sure all your answers are positive to these three vital questions about your product:
1. CAN ITS BENEFITS BE DEMONSTRATED?
Without demonstration, you can't use TV effectively to make a sale. Think about the kinds of products you see in direct response spots - such as a hair-braiding tool, a universal home gym, a unique children's paint kit, or a "revolutionary" car finish. These products can be effectively presented on TV.
2. DOES IT HAVE MASS APPEAL?
Keep in mind that your product must be wanted by and interesting for the majority of people. Don't make haste buying time on cable systems or individual stations, you can save money by purchasing "broad rotators." Such a purchase gives you a side benefit and your spots may run anytime during entire sections of days, not just within specific, higher-rated shows.
3. IS IT UNIQUE OR NOVEL?
The more novel your product the more opportunities you'll have, and even more there'll be little competition for it on the retail level. In fact, if a product is widely available in retail stores, direct response TV spots stop working. If your answers are positive, then remember the following tips.
* You'll need to request an application to submit your product. In addition, most shopping networks will not accept product ideas from individuals, so you must have a business structure in place, or, a DBA status.
* Your product must be ready to ship. An average test run for a $19.95 item would be 2,000 units. So the good news is, you just sold 2,000 units; the bad news is you have to produce the product, put it in a box and ship it across the country, accepting the risk that it may be a total loss on TV.
* Create 60-Second spots. The 60-second spot is the preferred length for selling products.
* Have a visible call to action. It's advisable to have your toll-free number, and possibly your Web address, onscreen for a minimum of 40 seconds.
* Use the magic number, $19.95. This is the most successful price point for direct response TV ads.
It's not easy, but of the 24 hours of programming time available in a day, your product could get its seven or eight minutes of fame. So if you are ready to overcome the difficulties and use a revolutionary promotional method - TV shopping network is for you.
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