Marsha Kent PACKAGING WELL TO SELL.
Marsha Kent advocates the use of a detailed, well-laid out plan while executing an Infomercial through the DRTV module, which is a medium that can show products actually in use. DRTV has become such a popular medium of advertising that it now accounts for almost 25% of the total television commercials that do the rounds.
Packaging your product is of crucial importance in the whole Infomercial routine. In the eyes of the consumer, the quality of the product gets established from the moment it arrives in the package. Product packaging serves many purposes. One of them is that it can become a part of your product, protect the product from shipping damage, and express the quality of your company. Therefore, packaging considerations should include shipping efficiency, weight shipping costs and reduction of the possibilities of breakage and damage. If handled effectively, a large sum of money can be saved through proper packaging. Before you decide on your DRTV product, it is better to talk to the company that is going to fulfill your product, feels Marsha Kent, who has been an avid chaperone of the DRTV route, and has till date, sold scores of products through this format. According to Marsha, packaging the product correctly becomes very significant in the whole layout of the DRTV route. Deciding on the right kind of cartons and packaging will help you make informed decisions later on and even save you quite some money on the delivery of the product says Marsha Kent.
As one of the founders of the DRTV industry, Marsha Kent is a leading pioneer in the direct response segment of the marketing world. She is one of Americas most successful women entrepreneurs and was instrumental in producing the first major hit Infomercial, Miracle Blade, in 1990, a runaway product that grossed millions of dollars in sales. Miracle Blade is now being marketed in its 4th version.
Marsha Kent has garnered years of experience in product marketing, advertising and sales. She started Kent Television Marketing in the late 80s, a time when the direct response television industry was in its nascent stages. In 1992, Marsha forged alliances with Peter Spiegel to form Kent & Spiegel Direct, Inc. Kent & Spiegel was responsible for a string of products that were marketed through Infomercials, becoming highly successful in a short period of time. Fitness products that were launched riding on the expertise of Marshas team soon saw sales grossing million dollar figures within weeks of their launch. The AB Coach, the Abflex Fitness System, the Bun & Thigh Sculptor, Micro Buddy and Color 2 Color were all products of personal fitness that became major hits. Another runaway hit was Microcrisp Food Wrap, which has grossed more than 55$ million in sales, since its launch in 1993.
Marshas television commercials are aired in countries around the world-in the Americas, Europe and even the Far East.
She has a word of caution for those who are treading the path of DRTV and the Infomercial. The quality of your Infomercial is important. If it is not packaged in the way it should be, you could be putting your product in a tight spot she says. Packaging is everything.