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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

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June 2011 | electronicRETAILER

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Electronic Retailer - June 2011

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