As Seen on TV!

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By Sue Brady

As Seen on TVPhilip Kives died last week. You might not realize that you know him, but you do. He revolutionized marketing by inventing the infomercial. Some in fact might call him the founder of direct response marketing.

Kives brought these classic products to us: the Pocket-Fisherman, the Miracle Brush, the Veg-O-Matic, and the Mood Ring.

Remember those commercials where the greatest hits of an era would play while the song list scrolled up your TV screen? You guessed it, Philip Kives. He had a great idea and he made millions with it.

He grew up poor, living with his parents on their farm in a tiny town in Canada. After graduating from high school, he successfully sold products door to door, such as vacuum cleaners and cookware, earning $29,000 in 1959, a small fortune. In his early 30s, he figured out that TV would be a more efficient way to reach people, and so the infomercial was born. And in 1963, Kives founded the company called K-tel International.

The very first infomercial ever produced was for a Teflon non-stick fry pan, and it was produced by Kives. He was 32. Turned out that Teflon might help keep food from sticking, but it didn’t stick so well to the frying pan itself. So Kives looked for other things to sell. He bought a bunch of products from Seymour Popeil, father of Ron Popeil, the guy who coined the phrase “but wait, there’s more,” and was successful using TV to sell huge volumes.

Three years later, for no apparent reason, he traveled to Australia with an infomercial he had made himself, selling the Feather Touch Knife, another product he bought from Popeil. In five months’ time, he had sold a million knives, earning $1 per knife for himself. Popeil decided to stop selling his products to Kives, instead selling his products himself through his son’s company, Ronco.

That change forced Kives to start finding and developing his own products, and that’s when he hit on the jackpot: compilation hit song records. His company sold 500 million albums by 1983!

Kives perfected the all important call-to-action. His messages were compelling and simple, and his audience responded. Tell your viewers what the product does and how it benefits them, create a sense of urgency, and encourage them to buy.

“Only available through this very special TV offer”

“Buy now while supplies last”

“Snap up one of the first 30,000 LPs”

Eamonn Forde (@Eamonn_Forde) writing for The Guardian summed up Kives style perfectly:

“His approach to sales was unapologetically mainstream. The marketing language was simple and unswerving at a time when, as illustrated by Mad Men, the advertising industry was attempting to elevate itself to a level of erudition and sophistication that perhaps it didn’t quite deserve. For Kives, the sales message should have no space for indulgence or purple prose.”Veg-o-matic

You’re probably familiar with the ‘As Seen on TV Logo’. Yep. That’s Philip Kives. For many years, this trademarked logo could only be used if you paid for the rights to do so (and you were selling a product that was sold in this way). Now this iconic image is considered a part of the public domain, so anyone is free to use it.

But wait, there’s more! Don’t we wish…

The Perfect Couple: Content Marketing and Direct Marketing

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By Sue Brady

Thanks EELECTRIK marketing‏. @eelectriklady for this oldie!

Thanks EELECTRIK marketing‏. @eelectriklady for this oldie!

Direct Marketing and Content Marketing are often seen as two very different aspects of marketing. But in fact, as Wayne Hendry @ideakid88 so aptly tweeted: They are two sides of the same coin.

Earlier this week I was honored to be the ‘guest tweeter’ at Content Marketing Institute’s content marketing Twitter chat (#CMWorld is the hashtag and there is a weekly chat on Tuesdays at noon Eastern). The topic was how Content and Direct can (and should!) work together.

I have pulled together some of the conversation here. Great insight and learnings from the crowd and hopefully you’ll pick up some ideas to help with your own marketing. This was a lively group of intelligent marketers!

The first question helped define what direct marketing actually is, along with why content marketers should care:

Direct Marketing (aka direct response marketing, aka DM) refers to marketing efforts aimed directly at a consumer to drive a specific action. It’s all about finding out what resonates with your audience so that they’ll respond.

Mike Myers ‏@mikemyers614 Direct marketing and content marketing are perfect compliments…getting a targeted #audience to do something specific in both.

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Next question was about using DM to inform your content.

Question 2

Angela J. Ford ‏@aford21 uses customer response to direct marketing and turns questions she hears into to blog posts with step by step solutions.

And Marcel Digital ‏@marceldigital:

Direct marketing and direct engagement give you SO many content ideas – it’s straight from your clients! What are user questions? Issues? Ideas? How can you take that information and provide REAL value? CONTENT!

The real key here is seeing what your audience responds to in DM and using that to inform your content.

Lars Helgeson ‏@larshelgeson:

A great way to develop content is by seeing what resonates with your audience. What do they respond to? Write that.

Remember that one method of communication with your audience can inform all your communications. Listen to your audience when they talk to you!

Rosaline Raj ‏@creativechaosc:

When you have direct feedback from customers, you have a major advantage in creating valuable content.

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Crowd Content ‏@CrowdContent

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Question 3

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And some quotable tweets:

From Varun Kumar ‏@varunkr842 – Direct #Marketing is the gas station for your #contentmarketing vehicle

And from Liliana GH ‏@Liliholl – DM warms up your leads and content marketing helps them to convert.

And from Blue Fountain Media @BFMweb – With direct marketing you’re saying check this out and with content marketing you’re saying here’s why

Liliana GH @Liliholl reminded us: You want your DM to have the customer asking for more.

Question 4

 

There are many answers but consider what content is read most. Test those themes in a mailer, DRTV or space ad. And if some of your content creates social media buzz, use that in your DM to engage your audience.

Regarding how social and community management can support DM programs, think about how you can use your social posts to reinforce messages from your DM. If DM is touting a product benefit, soc. posts can talk about the same.

Social and community are all about listening and responding to customers:

Lars Helgeson ‏@larshelgeson: I think they go hand-in-hand. Your strategy should be integrated for better reach and exposure.

Lynn Suderman ‏@LynnSuderman also reminded the group that “affiliate & refer friend programs are an easy 1st step.”

Jeremy Bednarski ‏@JeremyBednarski “Your content, DM and social should all work together for a consistent message.”

Marcel Digital ‏@marceldigital “It gives you the language for copy that your audience is using to understand the need for your service / product.

SurveyGizmo ‏@SurveyGizmo “If you know what your audience is talking about, you can better respond, and put yourself in the position to be of relevance.”

Importantly too, social and communities can ID hot buttons. If you hear ‘they use cheap materials,’ test a message around quality in your DM.

As always, keeping a tab on your competition is so important and social/community can help you do that, while giving you great ideas for your DM (and content).

The Gary J. Nix ® ‏@Mr_McFly When listening, you’re not only listening for brand mentions. You have competitors, industry thoughts/changes, sentiment, etc

Vanessa LeBeau ‏@VanessaLeBeau2 Social media is a great way to learn what your competitors are offering and how their consumers are responding

I’ve only just skimmed the surface! You can read the full transcript of this Twitter chat here.