Electronic Retailer - August 2011 - 39

Doctor experienced a 25 percent lift in sales. Within a year, Rug Doctor’s retail sales increased 15 percent while web sales climbed 114 percent. Beachbody, Inc., marketers of P90X and a valued media partner for Cesari Direct, have set a new standard when it comes to using reality TV in infomercials. We admire their creative approach and their departure from the highly stylized and produced testimonials that have been the norm for decades. Using flip cameras, Beachbody encouraged owners of the system to film their own results. Their reality testimonials gave the viewer a unique opportunity to glimpse into the lives of others who had benefited from P90X from the comfort of their own home, breathing credibility and truthfulness into the production. We have since taken a page out of Beachbody’s book, applying this style of testimony to other products in other categories with stellar results. The key, or the foundation of P90X’s success, is found in this idea of the reality-based segment. The ability to give the viewer a glimpse into the life of someone who has benefited from P90X is unique. Because of this method, P90X has more than 2 million units (an impressive number considering the unit

retails for $120) and 36 million instructional DVDs to date. In addition, P90X supporters have posted more than 6,000 Internet testimonials and “liked” the Facebook page 250,000 times. Consumers know that a valid normal testimonial will have some objections, but if you give a shadow of that doubt while still casting light on your product, the viewers will often disregard the negative and remember the positive. This method often calls for a great deal of fortitude, but it is worth it in the long run. If a product can solve a problem, which any quality product should be able to do, there is no reason to dress it up with a flamboyant presentation. Be clear and truthful with your audience. The results will never disappoint. Ron Lynch is creative director and partner at Cesari Direct. Founded in 1993, Cesari Direct (www.cesaridirect. com) is one of the country’s leading direct response television advertising agencies. It produces both long- and short-form direct response television shows and provides media buying services, interactive website development and campaign management. Ron is the co-author of Buy Now! Creative Marketing that Gets Customers to Respond to You and Your Product.

Be clear and truthful with your audience. the results will never disappoint.
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august 2011 | electronicRetaileR

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Electronic Retailer - August 2011

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

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
Electronic Retailer - August 2011 - Outsert02
Electronic Retailer - August 2011 - Outsert03
Electronic Retailer - August 2011 - Outsert04
Electronic Retailer - August 2011 - Outsert05
Electronic Retailer - August 2011 - Outsert06
Electronic Retailer - August 2011 - Outsert07
Electronic Retailer - August 2011 - Outsert08
Electronic Retailer - August 2011 - Outsert09
Electronic Retailer - August 2011 - Outsert10
Electronic Retailer - August 2011 - Outsert11
Electronic Retailer - August 2011 - Outsert12
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