In any selected business model in various distribution channels, the product is the Star of the Show.
The Ideal Product
The ideal Product(s) for DRTV and Shopping Networks eventual retail must address the following features: uniqueness, tell a story, good perceived value, demonstrate-able.
The elements enhancing the product(s) sale will contain all or some including;
- and an element of entertainment.
The product has to stand on its own integrity for sure; all considered, the category, utility, brand and messaging, drives its marketing strategy and its evolution toward its target market.
Pre-Script to Success
The price of our product deserves ultimate attention for it will direct and determine your target customer.
For example, mass merchandise vs. specialty items will more or less dictate your target market, I e.
Who you are selling to!
Price of product along with product category will inform as to ideal customer as well product positioning in the marketplace.
The S&H Issue
Consider in a mail order model of selling, that shipping costs add to price so discounted or value added merchandise must offset these charges in your pricing structure.
Placement and Positioning
Having aligned Product and Price to your marketing mix, determine where to find your niche, or target market.
This information gathered determines your customer, “Who you are selling product to”;
- cultural nuances
- color selections
Those designate the attributes of packaging and culminates the “offer” and value proposition of the product.
The PackagingThe packaging and offer acts as signage to your brand, part of it’s’ recognition and becomes your signature to brand.
Packaging design aligned to product color, size, category, application… helps position the product for attracting and reaching your target customer.
Brand RecognitionThis is especially good to launch via TV and or online for brand recognition through advertising impressions gained through media marketing.
However, it is not uncommon to use a plain white or brown corrugated carton for mail order according to genre’ of product.
However, beauty and personal care items for more upscale presentation purposes that may target a more sophisticated client, a white box is highly recommended.
In this event, it is useful to place the brand name in color graphics, logo, product picture and or use and directions on the inside lid of box which serves to remind customer of brand presence.
Graphics&DesignInside graphics in this regard is a great investment and a good use of advertising space to reinforce your brand, with the added benefit for gifting; to customers who purchase your brand as a gift item intended for another.It gives a rich presentation.
Media PositioningA short form spot (:120,:60, :30) marketing campaign vs. a thirty minute (28:30) infomercial campaign, differs in media selection and strategies.
Also, determinative of good media buys is selecting target stations and networks for viewer demographics (gender, age, cultural identifications) in accordance with reaching the ideal audience, the target customer for your brand.
Retail’s EntranceIn addition, positioning media as a “retail push” in order to drive customers inside brick n mortar stores vs a Direct Response (DRTV) marketing campaign including on-line marketing will differ in strategy according to marketers plan for their brand.
The Product remains the Star of the Show
Product owners, inventors, designers are especially desirable if camera ready; for they may lend a different twist and pitch to proprietary product(s) adding value and design presence.
Like an orchestra leader to its music, the Product Host can make the product Sing.
A Direct to Retail model encompasses all media, online and television marketing to sell products but primarily to enhance brand awareness of the products brand name.
Media is the key platform
Media is the key platform for the mass merchandising experience. It provides for brand recognition and market exploitation in the selling process.
By investing the time and dollars for media testing and roll out nationally, you create the necessary visibility of brand while creating the launch into brick and mortar retail.
The additional purpose of your media run is to create the demand for the brand while setting the stage for retail buyers to be more inclined to purchase order and solicit your brand to their stores.
In a Direct to Retail model, Television and online marketing selling and branding serve to elevate the visibility and demand of brands, capitalized through all sales channels of its marketing mix.