The direct-response industry has changed dramatically over the
past five years. Direct-response ads were originally used to
generate direct sales, and marketers only moved their products to
retail during and after their direct-response run. Today, marketers
use direct-response TV to supercharge retail sales.
Consider the example of Roto Zip Tool Corp., which has sold its
Roto Zip tool (looks like a power drill but acts like a router) for
25 years via building supply stores like Menards and Home Depot.
When the company ran an infomercial for three months, retail sales
increased more than 50 percent, cites Response magazine. Then
there's The Bacon Wave, a microwave-safe bacon cooker by Emson
Inc. In its initial TV run, the Bacon Wave sold 250,000 units-then
it hit the retail shelves and sold 1.5 million units in just six
months. And don't forget The Contour Cloud Pillow, which
garnered $18 million during its six-month TV campaign and went on
to sell a healthy $6 million more its first year in retail.
Retailers have learned that many people who are reluctant to buy
a product off a direct-response ad are more than happy to buy it
when they see it on store shelves. Plus, most retail products sell
like hot-cakes once they're seen on TV.
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