Electronic Retailer - September 2011 - 50

I Gotta Have That!
DR agencies are always on the hunt for new ideas, so just how do they find, market and continue to create ‘must have’ products?

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BY JACQUELINE RENFROW

Products, products everywhere. They line the shelves at your favorite retailer, they fill the pages of your favorite shopping sites, and they perform magic before your eyes on infomercials and home shopping networks. But how do a lot of these products even make it to market? As anyone in direct response will tell you, it all starts with a unique idea. But producing and testing a product only goes so far. Then it’s a combination of a superb marketing campaign, demonstrability, continuity programs, product modifications and market trends that keep a product line bringing in revenue year after year. Electronic Retailer spoke with the manufacturers and marketers of some of the hottest products in 2011 to find out what exactly goes into successful product development.

Hunting for New Products
Forget branding and marketing a product. The first step is finding that winning idea. For manufacturers and direct response marketers, that means a combination of seeking out inventors, developers and entrepreneurs and having the willingness to listen to creative ideas when they show up at the shop doors. Steve Rogai, CEO of TVGoods, a direct response agency that identifies, develops, markets and distributes consumer products, says that his company spends as many resources finding new products as they do marketing winning ones. “It’s the lifeblood of our business,” says Rogai. Since the company’s chairman, Kevin Harrington, appeared on ABC’s “Shark Tank,” TV Goods is well known

electronicRETAILER | September 2011



Electronic Retailer - September 2011

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

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
Letter from the Chairman
The Future of TV?
I’m Famous, And I’m Here to Help ... Maybe
A good celebrity spokesperson is authentic and believes in the product.
I Gotta Have That!
Get Ready for the Next New Thing
Guest Viewpoint
DRTV
Legal
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - September 2011 - cover1
Electronic Retailer - September 2011 - cover2
Electronic Retailer - September 2011 - 3
Electronic Retailer - September 2011 - 4
Electronic Retailer - September 2011 - 5
Electronic Retailer - September 2011 - 6
Electronic Retailer - September 2011 - Calendar of Events
Electronic Retailer - September 2011 - Your Association, Your Bottom Line
Electronic Retailer - September 2011 - 9
Electronic Retailer - September 2011 - Industry Reports
Electronic Retailer - September 2011 - 11
Electronic Retailer - September 2011 - 12
Electronic Retailer - September 2011 - 13
Electronic Retailer - September 2011 - 14
Electronic Retailer - September 2011 - 15
Electronic Retailer - September 2011 - 16
Electronic Retailer - September 2011 - 17
Electronic Retailer - September 2011 - 18
Electronic Retailer - September 2011 - 19
Electronic Retailer - September 2011 - 20
Electronic Retailer - September 2011 - 21
Electronic Retailer - September 2011 - FTC Forum
Electronic Retailer - September 2011 - 23
Electronic Retailer - September 2011 - eMarketer Research
Electronic Retailer - September 2011 - 25
Electronic Retailer - September 2011 - 26
Electronic Retailer - September 2011 - 27
Electronic Retailer - September 2011 - IMS Retail Rankings
Electronic Retailer - September 2011 - 29
Electronic Retailer - September 2011 - 30
Electronic Retailer - September 2011 - 31
Electronic Retailer - September 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - September 2011 - 33
Electronic Retailer - September 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - September 2011 - 35
Electronic Retailer - September 2011 - Letter from the Chairman
Electronic Retailer - September 2011 - 37
Electronic Retailer - September 2011 - The Future of TV?
Electronic Retailer - September 2011 - 39
Electronic Retailer - September 2011 - 40
Electronic Retailer - September 2011 - 41
Electronic Retailer - September 2011 - 42
Electronic Retailer - September 2011 - 43
Electronic Retailer - September 2011 - A good celebrity spokesperson is authentic and believes in the product.
Electronic Retailer - September 2011 - 45
Electronic Retailer - September 2011 - 46
Electronic Retailer - September 2011 - 47
Electronic Retailer - September 2011 - 48
Electronic Retailer - September 2011 - 49
Electronic Retailer - September 2011 - I Gotta Have That!
Electronic Retailer - September 2011 - 51
Electronic Retailer - September 2011 - 52
Electronic Retailer - September 2011 - 53
Electronic Retailer - September 2011 - 54
Electronic Retailer - September 2011 - 55
Electronic Retailer - September 2011 - Get Ready for the Next New Thing
Electronic Retailer - September 2011 - 57
Electronic Retailer - September 2011 - 58
Electronic Retailer - September 2011 - Guest Viewpoint
Electronic Retailer - September 2011 - 60
Electronic Retailer - September 2011 - 61
Electronic Retailer - September 2011 - DRTV
Electronic Retailer - September 2011 - 63
Electronic Retailer - September 2011 - 64
Electronic Retailer - September 2011 - 65
Electronic Retailer - September 2011 - Legal
Electronic Retailer - September 2011 - 67
Electronic Retailer - September 2011 - Member Spotlight
Electronic Retailer - September 2011 - 69
Electronic Retailer - September 2011 - 70
Electronic Retailer - September 2011 - 71
Electronic Retailer - September 2011 - Advertiser Spotlight
Electronic Retailer - September 2011 - Bulletin Board
Electronic Retailer - September 2011 - 74
Electronic Retailer - September 2011 - Advertiser Index
Electronic Retailer - September 2011 - Classifieds
Electronic Retailer - September 2011 - 77
Electronic Retailer - September 2011 - Rick Petry
Electronic Retailer - September 2011 - cover3
Electronic Retailer - September 2011 - cover4
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