TV inc
THE FUTURE

The interactive television industry and Internet marketing are the most exciting and fascinating new marketing vehicles in our time. With today’s existing technology and in-place hardware plus the innovations right around the corner, the growth potential of television interactive marketing and the Internet are mind-boggling. With the new technology and equipment breakthroughs on the horizon and those that will be developed, one’s imagination can only guess what the future holds.

For example, catalog shopping through the television is being tested today in limited markets. It is already a success on the Internet. These formats allow shoppers to access video catalogs instantly. Two systems are being tested which allow viewers to access the interactive functions of their televisions directly through cable or phone line systems, thereby bypassing the need to use a telephone to order merchandise. The remote control itself, in conjunction with the in-home cable connection equipment, permits the viewer direct access. During the next decade, it has been suggested that we will see the following developments in television interactive marketing:

The combining of one’s home TV with the Internet and telephony;

up to 20% of all grocery sales will be completed via interactive TV;

automobiles and other expensive items through the Internet may be the primary purchase points;

polling, surveys, & voting in local and even national elections will be conducted;

by using the “dead” screen space on non-high density screens, information can be laid ‘under’ which will be recallable to the viewer;

through the use of home computer systems, improved home dish antennae and fiber optic cables, one’s television will surpass that of the simple entertainment center. It will become the household manager on call 24 hours a day answering phones, communicating with other systems, home security & notifying the proper authorities in cases of emergency, financial planning & budgeting, banking, health care maintenance, and virtually every other aspect of routine day-to-day living.

Unquestionably, an infomercial’s ability to “drive” retail and to create new customers through lead generation techniques is the immediate new direction. However, its ability to interact with the audience will inevitably be the infomercial’s most important trait.

PRODUCT ANALYSIS
Use the following to help us determine the suitability of your product or service. Give this information to your agency, consultant, or direct response marketing company. It will help determine how best to adapt your product to this medium.

Use the following to help us determine the suitability of your product or service. Give this information to your agency, consultant, or direct response marketing company. It will help determine how best to adapt your product to this medium.

COMPANY NAME:_________________________________________________________________

KEY PRINCIPAL NAME:________________________CORPORATE ID#:____________________

FULL ADDRESS OF COMPANY:_____________________________________________________

INDIVIDUAL SS#:____________________DAYTIME PHONE #:___________________________

PROPOSED RETAIL PRICE:_________________________FAX #:__________________________

MANUFACTURER’S COST (LESS PKGING):______________PKGING COST:_______________

DO YOU HAVE INVENTORY?: YES____/NO____ QUANTITY:_______LOCATION:__________

WHAT IS YOUR TURNAROUND TIME TO ACQUIRE MORE?:____________________________

WHERE IS THE PRODUCT MANUFACTURED?:________________________________________

ARE YOU THE MANUFACTURER?:____/LICENSEE____/DIST.____/IMPORTER____/AGY____

ARE YOU CURRENTLY ADVERTISING THIS PRODUCT?: YES___/NO___; IF YES, DETAILS:

__________________________________________________________________________________

IS ANYONE CURRENTLY ADVERTISING OR SELLING THIS PRODUCT IN THE MARKET YOU ARE TRYING TO REACH?: YES___/NO___; IF YES, DETAILS:_________________________________________________________________________

THERE ARE MANY IMPORTANT STEPS REQUIRED TO BRING A PRODUCT TO MARKET USING DIRECT RESPONSE. PLEASE SPECIFY ALL AREAS IN WHICH YOU NEED ASSISTANCE:

• DEVELOPING A MARKETING STRATEGY ___INVENTORY MANAGEMENT ___LEGAL

• PRODUCT LIABILITY INSURANCE ___CELEBRITY ENDORSEMENT ___COMPUTER PRG

• TELEVISION COMMERCIALS (___creative;___scripting;___production;___editing)

• TELEMARKETING ___CREDIT CARD PROCESSING ___FULFILLMENT

• MEDIA PLACEMENT ___ORDER CAPTURE ___MAIL LIST MGMT

• BACK-END MARKETING ___MULTI-LINGUAL PRODUCTION AND MEDIA

 

ABOUT YOUR PRODUCT: PLEASE CHECK THE CATEGORY(S) WHICH APPLY.

• 900 NUMBER • EDUCATIONAL/INSTRUCTIONAL • PUBLICATION
• RELIGIOUS • EXERCISE EQUIPMENT • RELIGIOUS
• ART • HOUSEWARES • SELF-IMPROVEMENT
• AUTOMOTIVE • JEWELRY • SPORTS & LEISURE
• CHILDREN’S PRODUCT • LEAD GENERATION/FREE INFO • TOOLS & HARDWARE
• COSMETICS • MUSIC • TRAVEL
• HEALTH & NUTRITION • CRAFT • VIDEO TAPE
• DIET • OFFICE SUPPLIES • PET PRODUCTS
• GARDEN PRODUCT • FOOD • OUTDOOR PRODUCT
• GAME • TOYS • COLLECTIBLES

PLEASE PROVIDE A BRIEF DESCRIPTION OF YOUR PRODUCT

HOW DID YOU HEAR ABOUT US?

QUESTIONNAIRE

This is an example of a questionnaire used by Media Arts and other infomercial producers. Take the time to look at your product as these people do. It can be very enlightening.

Product:

______________________________________________________________________________________

Please describe your Product and its benefits:

______________________________________________________________________________________

Describe who you think is most likely to purchase your product:

______________________________________________________________________________________

What makes your product unique and talk about your competitors:

______________________________________________________________________________________

At what stage of development is your product:

______________________________________________________________________________________

What is the manufactured cost of your product f.o.b. your warehouse: ___________________________________

How much will the price be affected if large quantities are purchased? Be specific: __________________________________________________________________________________

What is the manufacturing capacity and turnaround time?: __________________________________________________________________________________

What is the weight and what are the dimensions of your product per piece and per carton: __________________________________________________________________________________

Have you researched the brand name of your product: ________________________________________________

Do you carry product liability insurance (state amount): ______________________________________________

Do you have testimonials from customers: _________________________________________________________

Do have celebrity endorsements available: _________________________________________________________

If so, please describe: __________________________________________________________________________

With regard to claims, you will need to support any claims with documentation.

Is your product patented or otherwise protected: ____________________________________________________

Have you secured all the necessary marketing rights to your product: ___________________________________

Who manufactured your product: ________________________________________________________________

Please send us 2 samples and/or any printed material you have on your product.

ACKNOWLEDGEMENTS
Special thanks go to the following companies who helped by allowing us to incorporate their research into this report.

The Jordan Whitney Report
West Telemarketing, Omaha, NE
The Home Shopping Network, St. Petersburg, FL
QVC West Chester, PA
Advertising Age, New York, NY
Rapp, Collins, Marcoa, Chicago, IL
David Ogilvy, Ogilvy & Mather, New York, NY

Recommended Resources & Materials
Response TV Magazine 34700 Coast Highway, Suite 309, Capistrano Bch, CA 92624. Phone: 714-493-2434. Fax 714-493-3018. The industry’s monthly magazine. They provide a complete list of industry vendors.

Electronic Retailing Association (www.retailing.org), 2000 North 14th Street, Suite 300, Arlington, VA 22201. Tel: 800.987.6462 — Fax: 703.841.1751. www.Retailing.org. Contact@retailing.org. Barbara Tulipane, CAE, President & CEO. Direct: 703.908.1038, btulipane@retailing.org

“Or Your Money Back” by Alvin Eicoff, Crown, NY, 1982. One of the best books on direct response marketing ever written by one of the best direct marketers ever.

“Ogilvy on Advertising” by David Ogilvy. Random House. ISBN 0-394-72903-X $17.95. Terrific bites on every aspect of advertising.

“Why They Buy” by Robert S. Settle and Pamela L. Alreck. John Wiley & Sons, Inc., ISBN 0-471-62127-7 $14.95. Everything you ever wanted to know about a consumer’s demographics and psychographics.

“Reality in Advertising” by Rosser Reeves. Alfred Knopf, NY, 1961. A veritable college course in advertising.

“The 22 Immutable Laws of Marketing” by Al Ries & Jack Trout. Harper Business ISBN 0-88730-666-7. Violate them at your own risk!! $12.00.

“Successful Direct Marketing Methods” by Bob Stone, Crain Books, Chicago 1979. From one of the grand masters of direct response.