Marsha Kent – TELL MORE, TO SELL MORE.
Direct TV can be defined as a media activity that allows or enables customers to directly respond to the company advertising the product. DRTV combines the magnetic appeal of television with the accuracy of direct marketing techniques. DRTV has been highly successful in many products- from personal fitness to houseware, beauty and cosmetics to healthcare, even coins and antique collectibles. DRTV is a channel of marketing that elicits the consumers response that can translate into immediate sales.
1. Marsha Kent TELL MORE, TO SELL MORE.Direct TV can be defined as a media activity that allows or enables customers to directly respond to thecompany advertising the product. DRTV combines the magnetic appeal of television with the accuracy ofdirect marketing techniques. DRTV has been highly successful in many products- from personal fitness tohouseware, beauty and cosmetics to healthcare, even coins and antique collectibles. DRTV is a channelof marketing that elicits the consumers response that can translate into immediate sales.Marsha Kent, one of the pioneers of the DRTV segment has this to say about how to selling a productthrough the DRTV route:.Finding a product that can make a dramatic statement, by cutting through the clutter is what DRTVis all about. For that, advertisers of the product will have to ask this question of themselves- is thisproduct really unique- does it stand out in the crowd, or is it just another will do ok product? Also, theproduct should be able to solve mostly common problems and develop a broad appeal. The productshould be capable of being demonstrated; most personal fitness equipments have this innate feature, soDRTV is usually able to build on this advantage successfully. Does the advertisers product have thecapacity of being built into a brand- can it turn into a flagship product for its promoters? This is one ofthe key questions and an important one, at that. Finally, does the product relate to the currentmarketing scenario, and do the margins support it being routed through the DRTV model?Marsha Kent delves into talking about her forte with a great sense of passion- she has been devoted tothe entire mechanism of making DRTV what it is today. Over the years, all the products that she chose tomarket through the avenue of Direct Marketing have been runaway successes, many of these productsgrossed million dollars in sales within weeks of their being launched on TV.When Kent and Spiegel was formed along with Peter Spiegel, Marsha Kent managed to take theirbusiness venture to unparalleled heights of success, with K & D mushrooming into a multi-million dollarcompany.Two decades ago, Marsha Kent launched another enterprise Sylmark. This was when Direct ResponseMarketing was still in its nascent stages. But her astute business sense and marketing acumen helped topropel all the products that she launched into big hits. Many of her products have been marketedthrough Infomercials, TV programs specifically promoting goods and services. She believes in the powerof the Infomercial, according to Marsha, more than 60% of the American population watch some formof DRTV advertising at any given time, this means a huge target audience, and subsequently, good sales.Is there any single formula to success? According to Marsha, there isnt. But most of her products havesold largely back-riding the testimonial or celebrity model, for reliable sales. The product gathersimmediate value if it is backed by a celebrity says Marsha Kent. And the more you tell, the more youcan sell! she affirms. 2. Resource box:One of Americas most successful women entrepreneurs with an impressive treasure-chest ofexperience in the marketing industry-Marsha Kent is a marketer, a product connoisseur, aninfomercial producer and a creative genius. Just like her user-friendly products, she too is aprovider of sure shot suggestions to question and quires asked to her. Contact her right away,right here with your questions related to direct marketing. You can also visit her official websitewww.marshakent.com to know more about her.