Electronic Retailer - June 2011 - (Page 39)

direct response marketing in the U.S. could lead to retail distribution once awareness is built up. Consumer demand will drive retailers to put the product on their shelves and make it available to their customers. Additionally, retailers demand a monetary effort by the product marketer, so if advertising dollars are initially spent through DRTV commercials, which are purchased at remnant rates, the transition from direct response advertising to a push for retail also will yield more affordable ad rates for the product marketer. When a product marketer shows a retailer its advertising support plan, it is usually happy to see a mix of DRTV commercials, radio commercials, print advertisements and PR efforts for the brand. Additionally, they strongly suggest in-store promotions, including sampling and participating in circulars. marketer bring its product into the U.S. is to stand firm on visual communication points you know will work for the American consumer. You have grown up in the U.S. and been a consumer in the U.S. market for years. If the packaging doesn’t look or feel right, go with your gut. If the product name sounds weird, even if it has worked in Europe, change it. If the name doesn’t explain what the product is or American consumers won’t remember it, change the name. Likewise, develop all written website content from scratch in English. Translated copy can sound odd to American consumers, meaning the website won’t convert as many online viewers to sales. Be sure the copywriter speaks and writes English from the U.S. as a native language and has experience knowing what drives sales in direct-to-consumer advertising. in the U.S., seek out someone who has successfully brought products from Europe to the U.S. and rolled them out through the various channels of distribution. Also, be sure the U.S. product marketer has experience with your particular product category, as many of the regulations in the U.S. vary based on product category, and the sales contacts along the way will vary from product category to product category. Know the Right People Don’t Leave Money on the Table: Multi-level Marketing Channel of Distribution The beauty of the multi-level marketing channel of distribution, which is often neglected by most marketers, is that it is not in competition with direct response or retail distribution. The multi-level marketing channel of distribution also works well for start-ups in the U.S. because it does not require a large cash outlay. Typically the multi-level marketing deals are based on royalties for patented product formulations that are private labeled under the multi-level marketing brand name. These consumers are a different demographic than DRTV or retail consumers, so you are not cannibalizing your brand. This channel of distribution typically requires a published clinical study in a peer-reviewed medical journal for a dietary supplement formulation to merit a U.S. or worldwide licensing agreement, which will yield royalties for the product marketer. Lastly, if you are a European product marketer looking to sell your product Lindsey Carnett is founder and CEO of Marketing Maven Public Relations, Inc. and Maven Retail Partners, Inc., based in Los Angeles, Calif., specializing in marketing, public relations, online reputation management, social media and retail distribution for direct-to-consumer products. She can be reached via email at Lindsey@marketingmavenpr.com or Lindsey@mavenretailpartners.com. Did you know that TV drives consumers to search more than any other medium? Yet very few marketers integrate their TV and online campaigns to maximize conversion. At Koeppel Direct we are experts at coordinating TV and online advertising to achieve the optimal ROI. Go With Your Gut: Some Things Do Not Translate Well to U.S. Consumers Another piece of advice if you are a U.S. marketer helping a European product To learn more: Call 972.732.6110 or visit www.koeppeldirect.com 519014_Koeppell.indd 1 June 2011 | electronicRETAILER 3/22/11 4:23:51 PM 39 http://www.koeppeldirect.com

Table of Contents for the Digital Edition of Electronic Retailer - June 2011

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
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