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.
Marsha Kent, one of the pioneers of the DRTV segment has this to say about how to selling a product
through the DRTV route:
.Finding a product that can make a dramatic statement, by cutting through the clutter is what DRTV
is all about. For that, advertisers of the product will have to ask this question of themselves- is this
product really unique- does it stand out in the crowd, or is it just another will do ok product? Also, the
product should be able to solve mostly common problems and develop a broad appeal. The product
should be capable of being demonstrated; most personal fitness equipments have this innate feature, so
DRTV is usually able to build on this advantage successfully. Does the advertisers product have the
capacity of being built into a brand- can it turn into a flagship product for its promoters? This is one of
the key questions and an important one, at that. Finally, does the product relate to the current
marketing 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 to
the entire mechanism of making DRTV what it is today. Over the years, all the products that she chose to
market through the avenue of Direct Marketing have been runaway successes, many of these products
grossed 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 their
business venture to unparalleled heights of success, with K & D mushrooming into a multi-million dollar
Two decades ago, Marsha Kent launched another enterprise Sylmark. This was when Direct Response
Marketing was still in its nascent stages. But her astute business sense and marketing acumen helped to
propel all the products that she launched into big hits. Many of her products have been marketed
through Infomercials, TV programs specifically promoting goods and services. She believes in the power
of the Infomercial, according to Marsha, more than 60% of the American population watch some form
of 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 have
sold largely back-riding the testimonial or celebrity model, for reliable sales. The product gathers
immediate value if it is backed by a celebrity says Marsha Kent. And the more you tell, the more you
can sell! she affirms.