Electronic Retailer - April 2012 - (Page 22)

The Cleanup Hitter of DRTV Hampton Direct’s Steve Heroux is batting .600 in a medium where .200 would be considered outstanding. What’s his secret? BY JACK GORDON PHOTOS BY JORDAN SILVERMAN PHOTOGRAPHY Steve Heroux gets his merchandise from a lot of places. Some products he has invented himself. Some are licensed from independent inventors or other companies. Some are invented by the in-house product development team at Hampton Direct Inc. of Williston, Vt., the multichannel marketing company that Heroux founded in the 1990s and now runs as CEO. Regardless of where Heroux gets the products, he is remarkably good at selling them, especially via direct response television. In DRTV, a medium in which more than 95 percent of campaigns typically fail, Hampton Direct boasts a 60 percent success rate. As of December, the company’s website featured six successful “As Seen on TV” products and a seventh in the testing phase. Twin Draft Guard, Hampton Direct’s first DRTV hit, invented by Heroux himself, is a device for insulating s 22 electronicRETAILER | April 2012 http://www.naylornetwork.com/era-nxt/

Table of Contents for the Digital Edition of Electronic Retailer - April 2012

Calendar of Events Upcoming Industry Events April through July
Industry Reports Attendance Hits Record High for The Great Ideas Summit 2012
eMarketer Research Asia-Pacific Mobile: Redefining the Digital Landscape
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories The Top 5 Shows and Spots and the Top 3 Categories
Cover Story The Cleanup Hitter of DRTV Hampton Direct’s Steve Heroux is batting .600 in a medium where .200 would be considered outstanding. What’s his secret?
Is 2012 the Year of the QR Code? The funny-looking square barcodes have proven a valuable but rarely used tool in direct-to-consumer advertising. The problem lies in teaching marketers how to use them to their full potential. By Sarah Sain
The Power of Online Video Today, video doesn’t just refer to the infomercial or spot created for television. Instead, marketers say video created for the Web is a must-have for all DR campaigns. By Jacqueline Renfrow
Advertiser Spotlight Highlighting This Month’s Advertisers
Bulletin Board Inter/Media Group of Companies to Unveil New Headquarters
Advertiser Index
Classifieds

Electronic Retailer - April 2012

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