ER Magazine - July/August 2017 - 17

the long-forms combine the best
attributes of a talk show-considered
a credible source of information and
entertainment-with an infomercial's
compelling pitches and offers.
"At the time, most infomercials
consisted of non-stop pitching for a
full half-hour," Mirchandani says. "The
problem with a non-stop, 30-minute
pitch can be [a loss of ] credibility and
the ability to make a true, believable
connection with the viewer."
He recruited some of the most recognizable talk show hosts to pitch products
in long-form talk-mercials. Montel
Williams and Joan Rivers gave products
in the Living Well with Montel and
Joan Rivers Beauty lines instant credibility, enhancing their endorsements with
detailed demos and irresistible offers.
"Tristar favors this formula because
it builds the trust of the consumer first,
then 'wows' them with demonstrations
of the product, and finally converts them
with a fantastic offer," Mirchandani says.
Tristar also matches its star promoters
with the products that suit them best.
"The selection of the right celebrity can
be the difference between enormous
success and product failure," Mirchandani says. "The secret is not simply to
pull in a celebrity who has some name

and recognition value. The key is to find
a celebrity who is relevant to the product, so that their endorsement has more
merit and credibility to the viewer."
The Jack LaLanne Juicer line is a
prime example. "We [tapped] a wellknown celebrity who was an expert
and advocate in healthy nutrition,"
Mirchandani says. "Having Jack's name
and endorsement behind our juicer
gave it instant credibility. This is one of
the keys to its nearly instant success."
The late LaLanne was just one celeb
in Tristar's stable. Stylist Maria McCool
pitches the Perfecter Fusion Styler, an
invention of her own. Fitness expert
Brenda DyGraf pitches the Ab Roller,
Lateral Thigh Trainer, and Air Climber.
Fitness trainer Denise Austin joined
Tristar to bring the Pilates and Yoga
Trainer to market, and the legendary
Billy Mays pitched products such as the
Turbo Tiger Sweeper.
Building Brands
Over time, Tristar has built these and
other successes into brands in order to
expand its reach on the retail shelf. "We
try to develop families of products,"
Mirchandani says. "That way, we get
more shelf space in the store, and get
into different parts of the store."

Many of Tristar's releases defy
categorization. Instead of producing
inexpensive one-offs, the company
develops lasting brands and backs them
with long-form DRTV. "Most of our
products don't fit into the As Seen On
TV section-not with our pricepoints
and the larger cube size of most of our
products," Mirchandani told HomeWorld Business in 2010. "We are all
about building long-term brands."
Most recently, the company has
experienced success with Copper Chef
Cookware. Launched as a small set
of square copper pans with nonstick
ceramic surfaces, the line now includes
a Perfect Cake pan, Copper Bake and
Grill Mats, and an Induction Cooktop, among other items. All are selling
briskly, alongside the ongoing endorsement and recipes from celebrity chef
Eric Theiss.
"We use television advertising to
make our housewares products the
No. 1 brand in the marketplace, [then]
start developing a 'family' of products around that," Mirchandani says.
"Next, we go into major retailers like
Walmart, Bed Bath & Beyond, and
Kohl's, and get a whole department of
our products. Through the power of
TV, we create brands."
electronicretailermag.com | electronicRetailer

17


http://www.electronicretailermag.com

Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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