Hello, My Name Is. . .

Put A Picture On A Product

Having established her name on TV, Cavender's next objective was to make sure consumers would link her name with her product in the stores. While Cavender acknowledges "only 20 percent of people purchase products from TV," she also feels those other 80 percent are still affected by TV ads and would remember her picture if she placed it on the product. Consequently, all her new products boast her picture on the box. Putting her picture on the box provides Cavender with two major benefits: First, it helps consumers immediately recognize her products on the shelf and increases their confidence that the products will work. Second, putting her picture on the packaging makes it much easier for Cavender to introduce her new products. Retailers now have an incentive to put E-Z Bowz's products on the shelf: They know the products will be promoted on TV. In the past few years, Cavender has successfully introduced Angel Bowz Kits and the E-Z Rose and FlowerMaker, largely due to her success in branding her name.

Got An Old Patent Hanging Around?/b>
Inventors' Digest magazine has a nationwide database of inventions available for sale or license. Included in the listings are the names and descriptions of the inventions as well as inventors' names, addresses and phone numbers. This database is shared only with manufacturers looking for ideas. The cost to list an invention is just $10. For application forms, send an SASE to Inventors' Digest, P.O. Box 70, Guffey, CO 80820, or call (800) 838-8808.

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This article was originally published in the December 2000 print edition of Entrepreneur with the headline: Hello, My Name Is. . ..

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