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Infomercial Cycle

	Product Assessment
	Identify Target Market
	Marketing Assessment
	Profitability Analysis
	Vendor Selections
	Creative Process
	Testing and Evaluating
	Media Planning & Testing
	Dub Houses
	Taking Products to Retail

Visit the Electronic Retailing Association website
www.retailing.org

Taking Products to Retail

The top three Direct Response to Retail models are:

• DR hit campaign that opens retail doors
  
• a retail product company that uses DR to drive retail
  
• DR/Retail hybrid that drives both calls and retail traffic

DR hit campaign that opens retail doors:

• this campaign is developed specifically as a DR campaign.
• the campaign is a “home run,” with media budgets that grow and retail buyers that clamor for the opportunity to carry the product.

Companies with existing retail distribution can get new products to retail easier than companies that are going to retail for the first time. Typical DR products that go retail sell an average of five units in retail for every one sold on TV.

A retail product company that uses DR to drive retail:

• a traditional retail distributor develops DR campaign specifically to drive retail sales. This is especially beneficial for products that need demonstration and otherwise may not be noticed or appreciated on retail shelves.

A DR campaign designed to drive the product to retail usually lasts three to nine months, with the campaign peaking around the third month. That product usually is capable of selling consistently in retail for three months to a year.

DR/Retail hybrid that drives both calls and retail traffic.

• retail distributors who blend DR advertising with their general ad budget often use a DR/Retail “hybrid” model. In this model, advertisers push retail outlets along with a “call-to-order” message.