Finally a Product You Can Trust!

I just had the great pleasure of hosting and producing a two minute DRTV spot for a product called Insta-Fix.  This stuff is amazing!  It's an adhesive that bonds instantly to ANY surface, so you can mix-and-match materials and you don't have to sit there forever holding your project till it dries.  In addition, the product comes with a filler that you can use in conjunction with the adhesive to fill or seal cracks, holes or gouges in anything.  The stuff dries rock hard in seconds and you can sand, paint or stain it.  I am totally sold on this product and you will be too.  Check out the spot here www.instafix.com and see what you think.  We did some amazing demonstrations that will blow your mind!

Oh Canada!

I've been laying low for a while, mostly because I've become SO disenchanted with the world of television retailing.  Too many people in positions of influence who have NO IDEA what they are doing.  But gosh, can't the same thing be said about Wall Street or even the government?

Moving on...

Canada.  The Great White North.  A great place to visit and an even better place to sell products.  If you've never seen The Shopping Channel out of Ontario, you really must tune in and check it out (live feed at www.theshoppingchannel.com).  They have a great format and a laid back style that is as much a pleasure to watch as it is to sell in.  I love it.  Having just returned from a recent appearance selling electronics, I've got to tell you that it's almost easier than selling here in the USA, even with the flights, hotels, rent a cars AND customs.  The stress level is lower and the people who work there are actually happy to be there.  Plus, their hosts are truly knowledgeable and they give you the TIME and FREEDOM to actually sell your product.

I can't wait to go back.

Know Your Audience!

I don't think it's any great secret that most college student's don't have A LOT of disposable income (although these days they're not the only ones in that boat).  When they go out to buy furnishings for their dorm rooms, they're looking for anything that is cheap or free.  Bookshelves made out of 2' X 4' s and cinder blocks are not cheesy, they're innovative.  So, why do I keep seeing TV retailers selling items aimed at students at greatly inflated prices?  Like what?  How about a bean bag chair for $199?!?  A BEAN BAG CHAIR!  You can find them in stores for anywhere from $29-$99, so what kid is going to buy one off TV for twice the price?  Unless some well-heeled mom is watching, I'd say that was an ill conceived offering.  Now, I'm not disputing that the bean bag chairs in question might have been worth the premium price, but to position them as dorm room necessity... at that price point... no.  Sure, if I were in the market or bean bag chairs I might fork over a premium for something nicer, but for use in a college dorm room it would be a waste.

So think about your customer, the economy and where they'll be using your product... or get out the clearance gun.  The choice is yours.

It takes a Village

I was setting up my demonstrations before a show the other day on a television retailer.  As I was setting the props in place, a new network guest approached me and asked how I came up with my demos. "Well, we look at the product and develop a list of features and benefits and then we create demos that best highlight those," I said rather matter-of-fact.  "Who's WE?" he responded.  What?  For a moment, I didn't understand the question, what could he mean by that?  He could tell by the quizzical expression on my face that his new query had me stymied.  "I mean, who helps you?"  "Well, the vendor, the vendor rep, the prop master, my staff..." and as I was saying this I saw his expression starting to drop.  And then it hit me... he was on his own.  He had no support team, no one to help him come up with ideas, set up his demos or critique him when he was done with his show.  AND, the poor guy had several items he was selling that day and seemed a bit frazzled.  I felt for him, I really did.

In retrospect, I now realize how lucky I was to have excellent training when I started in this business and MANY years to come into my own in terms of product evaluation and presentation style.  BUT, the biggest thing I have learned, is to ask for help.  There is no such thing as a bad idea,  just some we choose not to use on the air.  But when you're developing a product presentation for television retailing, it adds so much when you do it as a group.  I am a 45 year old guy, so I'll see the item from a certain perspective, while a female colleague might see it in an entirely different light.  Is either one of wrong?  No, we just represent different potential customers and that's the beauty of it.  So, never do I try to create a whole presentation on my own anymore.  Sure, I could do it, but they are so much richer and successful when I have the input of my friends and peers.

When Sales Mattered...

Once upon a time, in a land far, far away, it was a basic requirement of being a television shopping host that you had to be able to sell products... alone... without help... that means no guest expert.  Alas, those days are gone, or at least vanishing VERY quickly.  

I was having a conversation with a friend who has been in the business for almost 20 years and he made the observation that the days of the self-sufficient show host are almost gone.  They are a dying breed.  Time was that a host had to carry the whole show by themselves, moving from product to product and making the most of their presentation.  Nowadays though, well, let's just say the priorities have changed.

As a person who makes their living as a professional on-air guest, you'd think that I'd be "all about" this situation.  But, in all reality, a host who's not into the sales aspect of the gig only makes my job that much harder.  I want to focus on the features and benefits of the item;  they want to chat about anything else.  

So here's to that dying breed of hardcore presenters... the hosts that sell.

Play it Again Sam...

So, I read today that Tivo and Amazon are joining forces to offer products to viewers.  Apparently, we'll have the ability to order products we see on TV using the Tivo's remote control and Amazon will deliver.  Imagine, you're watching your favorite show and you happen to notice a food processor in a character's home.  You press a button on your Tivo remote and VIOLA!  You've just bought it through Amazon. 

Now, initially I thought, "oh great, I've got to find something new to do", but upon reflection I realized that it really won't hurt TV retailers as much as it will the brick and mortar types.  Why?  Well, because people go to stores to shop. Usually, they have something in mind that they're shopping for before they go.  That's their motivation for leaving home.  Conversely, when someone is watching TV, sitting on the couch, feet up, beer in hand (okay, that was for me), they're usually just zoned out watching the old "boob tube".  Not so much thinking about shopping.  That's where I come in... I make people want to buy product.  Sometimes it's something they need, sometimes they don't, but in the end, they want it.  It's  not as passive as just noticing a nice tchotchke in the background AND we actually explain the product and what it does.  Much different.  Now, in some instances, the Tivo system might work well.  Say if an author is being interviewed on a talk show, but books and music have never sold well on television retailers anyway.

So, while I don't disagree that the Tivo/Amazon concept will work (with two powerhouses like that, c'mon...), I also don't think that it's a threat to the networks that actually SELL products.

Mr. Know it All...

I absolutely hate it when I hear someone referred to as our "Mr Know it All" on a television retailer.  Oh really?!?  They know EVERYTHING?  Do they, or is it just that they SELL everything in every category imaginable? 

There's a certain shopping channel located in the South where they actually refer to a guest as "Mr. Know it All", and while he might know a lot, I don't think he knows it all.  I do know that he sells it all though and that's what gets my goat (whatever that means).  The guy sells everything from kid's toys to tools to electronics!  At least in the old days you knew that the host was there to sell stuff to you, period.  Lately, they've been positioning theses "experts" as being there only to inform, not sell...riiigghhttt.  

I think it cheapens someone's credibility as an "expert" in anything, if you're an expert in everything.  And yet, it keeps happening, with the same end result... lagging sales due to consumer skepticism.  And I don't blame them a bit for being wary of someone claiming such superhuman intellectual prowess.  No one likes a know it all, and no one trusts a salesman who sells too many products, because how can they possibly be passionate about so many items?  The pay check, perhaps, but not the products.  

I'm Lou, and I'm a Horologist...

Easy now, before you go jumping to conclusions, a horologist is an expert on watches and watchmaking. Now, while I might not be an expert in watch making, I seem to be pretty darn good at BUYING watches. The two best places I've found with the lowest prices and coolest selections would have to be ShopNBC and JTV. They both have knowledgeable hosts and outstanding values. It's gotten to the point where I can't be trusted to view their watch shows with a credit card in my hand. Which is a great irony, considering I've spent the last 2o years trying to tempt consumers myself. In fact, I had never bought ANYTHING from a TV Shopping network till I stumbled upon these darn watch shows.

But, what's really ingenious is the way ShopNBC and Invicta Watches have cosponsored a watch forum called watchgeeks.net. They talk about upcoming shows, visitors compare watches and brag about their latest acquisitions...it's brilliant. The folks who frequent the website give ShopNBC and their brands free buzz and enable each others compulsive behaviors, it's like chumming the water to attract sharks. Sadly, I am one of those sharks...like I said, I'm really good at buying watches.

I'd Like to Thank All of the Little People...

Why doesn't any Television Retailer want to sell to the little people anymore? Once upon a time, there was a level of TV Shopping Network for everyone with regards to price point. Now it seems like you have to be making a six figure income just to play the game. What's wrong with being the Kmart or Walmart of the airwaves? Last I checked, those were the retailers who were best weathering our economic downturn. I don't know about you, but I get a perverse thrill whenever I get a product at an outrageous discount. Sure, there are still some infomercial items to be found for the old $19.95 price here and there, but by and large every Shopping Network is trying to outdo each other in terms of price and opulence. Maybe I'm wrong, but it seems to me that the network who decides that it's okay to be Kmart might just be the one to actually experience some growth during these trying times.

Embrace your inner Kmart shopper today!

Welcome to my blog!

Thanks for stopping by my little corner of the web. I'm a professional TV Shopping On-Air guest (former HSN host now pitching goods for others) and the owner of a multimedia production company (Caputo Creative, www.caputocreative.com ). Currently I'm selling home solutions and infomercial products on HSN and electronics on The Shopping Channel in Canada. Selling products on TV is something I've been doing for a REALLY long time and I REALLY enjoy it. Oddly enough, I also enjoy buying products, or more accurately, I enjoy shopping for new products, especially electronics. I'm a bit of a geek, so you might see some of that coming out now and again...