ER Magazine - July/August 2017 - 18

Integrated Operations
One reason that Tristar is able to
manage brands is that it is almost
completely vertically integrated. The
company will take an idea, partner
with the inventor, develop the concept, create a prototype, produce
the commercial, buy media, source
manufacturers, market the product,
and distribute it to retailers throughout
the world.
Its engineering department can
quickly turn an idea into a prototype.
"I did my first prototype with a bent
paperclip," says Ab Roller inventor
Don Brown. "Tristar engineers turned
it into the Ab Roller, and now it's the
No. 1 fitness product in the world."
Spots, infomercials, and additional
video content are shot at Tristar's
state-of-the-art, 65,000-squarefoot production facility. The facility
required a massive investment in
soundstages, equipment, editing bays,
and talent, the company says, but it
pays off every year in efficiency, speed,
quality, creativity, and cost control.
"We're the only direct response
company in New Jersey that has its
own studios," Mirchandani says.
"Because of that, we are able to react
a lot faster than anyone else in the
market. Revisions and changes can be
almost instantaneous. New ideas come
alive in days, not weeks. And production costs can be controlled and
minimized."
The company continues to produce
and air more long-form ads than
spots, even though it produces a lot
of spots. It is also experimenting with
ads that don't include a "Buy now"
call to action with an 800 number or
web address. Tristar has even dabbled
in motion pictures with the release
of The Godfather of Fitness, a documentary short profiling fitness legend
Jack LaLanne. The film was chosen to
premiere at the prestigious Tribeca Film
Festival in New York, N.Y., in 2017.
Some Tristar brands live on long
after their endorsers leave the mortal
coil. "Jack [LaLanne] once said, 'I can't

18

electronicRetailer | July-August 2017

Elaine LaLanne and Keith Mirchandani bump fists at
a 2014 event celebrating what would have been Jack
LaLanne's 100th birthday.

A long-form for the Power Pressure Cooker XL touts its
ease and efficiency.

die. It would ruin my image,' " the
company noted following his death in
2011. "Tristar will continue to market
Jack's line to keep his image and
healthy living message alive."

and mobile marketing. "It is important that Tristar can touch a consumer
on just about every device, screen, and
app they choose to view," Mirchandani says. "We have even dabbled in
text marketing.
"We have embraced the new
technologies and are maximizing our
efforts to understand consumer viewing trends," he adds. "We need to be
able to reach out and touch consumers
in any media environment. Shopping
behaviors have changed, and we must
market as strategically on Amazon,
social media, and throughout the digital world as we market on television
and streaming [services]."
Tristar has had success with recipe
videos for its cookware products and
recently collaborated with social video
specialist Cooking Panda for Copper
Chef, creating a video that quickly
garnered more than 1.4 million views.
In another successful social media
promotion, for the Power Pressure
Cooker XL, former WWE wrestler
Gene Snitsky starred as the Turkey
Dude, gaining more than 500 million
impressions in a series of lighthearted
webisodes broadcast on YouTube, and
appearing at various PR events.
"Since social media responds to
comedy, we dreamed up Turkey Dude
to make this promotion informative,
fun, and entertaining," says Norah

New Channels
The web was still in its infancy when
Tristar opened its doors, but the company has adapted quickly to changes in
media and consumer behavior to reach
consumers in a multichannel marketplace. After online shopping debuted in
the mid-1990s, "the internet picked up
a higher percentage of sales year after
year," Mirchandani says. "Television
was still the driving force, but viewers
chose to go to a website and order,
rather than call."
Today, it is no longer a matter of
making sure to have a compelling spot
and a friendly operator standing by.
"People are not watching television
the way they used to," Mirchandani
says. "The younger generation has a
phone, computer, and an iPad on all
at once. When the commercial plays,
they think, 'I'll check the website right
now.' That fact requires us to adapt our
strategy constantly."
Tristar increasingly concentrates
on turning digital and social media
into profit centers. The company has
extended its efforts to websites, social
media promotions, YouTube videos,



Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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