Electronic Retailer - September 2011 - 53

products but they want it proven to work first.” And in today’s world, demonstrating the uniqueness of a product goes beyond television, now that videos are viewed on computers and mobile phones. Another step in developing a product’s campaign is often seeing it become a brand and getting it into the retail space. One product line that has been wildly successful in the DR space and retail is ITW Space Bag, a developer and marketer of innovative spacesaving storage products. The company started with a direct response infomercial and then went into short-form two-minute spots, eventually turning into a retail brand. But the product line was never meant to be leave DR. Instead, Space Bag's DRTV campaign complements and helps drive its retail presence. According Jamieson-Dunne, the company’s products can be found in more than 15,000 individual retail stores, such as Walmart, Target and Bed Bath & Beyond, as well as on the company's website.

and by word of mouth; it will strangle the long-term success of any product,” he says. Jamieson-Dunne says Space Bag's continued success comes from its ability to morph over the years. “I think in any successful brand that has longevity there is innovation, and that freshness and brand extension is an integral part of keeping the brand

alive and contemporary,” she says. For this reason, Space Bag has gone from producing only vacuum-sealed bags into developing storage products for an out-of-the home and a travel line. In addition, Jamieson-Dunne reminds marketers not to overlook the importance of product improvement. Space Bag looks to consumers for constructive feedback.

Continued Success
L ongev it y of a produc t of ten depends on continual testing and tweaking throughout the life of a product. It’s also about monitoring the competition, which will always be on the heels of a product launch. “Learn to evolve as the campaign grows,” Rogai advises. “You should also constantly monitor your online presence to ensure that your product is not popping up on websites undercutting your offers, and keep a strong hold on your keywords to ensure that you’re coming up on top in web searches.” Finally, don’t forget the line extensions and continuity programs to generate revenues that further a product’s lifecycle. Speigel says continued success of a product relies on its ability to deliver the advertised benefit to the customer in a reliable and consistent fashion. Plus, it must come with hassle-free customer service. “Negative user experience spreads quickly over the internet

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Electronic Retailer - September 2011

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