The Seven Brand Attributes That Pave The Way To Live Home Shopping
As a product development manager and category buyer at HSN, I could determine within minutes, when presented a new product, whether I was going to bring that product on air. It was quite a simple process – a quick run-through of my mental checklist and a few specific questions would tell me everything I needed to know to make a decision.
A key point here is that not every checklist point has to do with the product attributes themselves; rather, much of the decision making centers on how your product fits holistically into the overall universe of products and customers at the shopping networks.
Are you unclear on whether your product or brand will create long term value for customers in a live home shopping environment? Take some time and run through the checklist we’ve provided below. When we evaluate our clients’ brands for live shopping, this is the starting point.
#7 - Uniqueness/ Differentiation in Marketplace
A simple filter hurdle, but not necessarily easily cleared. Does your product or brand possess enough unique characteristics to separate itself from other category products? The separation aspect is key. For example, a network might sell many types of vacuum cleaners – they all are designed to do one basic thing – clean your floor. But the ones that go on air have key differentiating factors that drive sales.
#6 – Demonstrative Magic Transformation
Live shopping is all about on-air demonstration. Is your product suited to unique and interesting attribute demonstration? Can you create at least four or five live demonstrations that culminate in the magic transformation that drives viewers wild?
#5 – Hitting the Margin Requirement
This hurdle is purely nuts and bolts for the category buyer. He/she has a category margin requirement they must hit, and every category is different. Are your cost of goods and manufacturing capabilities such that you have enough flexibility to thread the margin requirement needle?
#4 - Drop Shipping
Five words – say yes to drop shipping. Most if not all of the shopping networks prefer drop shipping. This means you ship the product to the customer yourself, and no product is warehoused by the network. The ability to drop ship opens up significantly more opportunities to accumulate more on air appearances, drive more sales, and, it makes the category buyer’s life easier.
#3 – Exclusive for a Time
Coming to the table with an exclusive offer for the network can take you places, quickly. This doesn’t mean you can’t sell your base product anywhere else. What we’re talking about here is creating a unique offer exclusively for the network that isn’t available anywhere else, say for a period of 90 days.
#2 - Plays On Days
What we’re looking for here is does your product position in such a way as to be a complement to other large event days throughout the year on the networks. For example, if you manufacture a cleaning product, is it a good fit on a vacuum brand anniversary day? Or Christmas in July event? And so forth.
#1 - Room to Grow
Many well known brands have grown from a single product to several in the live home shopping environment. Is your product and brand suited to expanding into a product assortment? Can you build longevity on air with continued innovation and addition of new products? The networks love and embrace product solutions that can grow and expand both sales and audience engagement.
Well, how did you do? Many of the points above you may have well under control, while others may need attention and development. And that is what we do. We work with our clients to prepare and position products to build long term, successful businesses in the live shopping arena.
Contact us today and let’s explore where you can go.
Simple steps you can take today to attract more clients, more job offers and more opportunities for success.
Everyone knows the virtues of LinkedIn as a business connection conduit. LinkedIn is a powerful, and essentially free, asset every businessperson should be using. And for those of us who spend our days advertising other people’s products, we know especially well that proper positioning, messaging and value proposition is key to compelling your target audience to take action.
So if your goal on LinkedIn is to create an image of professionalism, separate yourself from the competition, convey your knowledge, present yourself as a high value target and prove you're on the cutting edge, here are simple steps you can implement today to help you achieve that goal.
Remember Where You Are
Each of your LinkedIn followers is connected to you for a different, individual reason. But in most cases, that reason is business related. So your LinkedIn followers (your target audience) will be looking to you for helpful business information, insights and dialog of substance. Optimize your LinkedIn activities by providing your audience what they want. Then use other social channels such as Twitter and Facebook for more spontaneous or casual input.
Exit From The Herd
You can create separation for yourself by avoiding the quick repost of the high profile article that was just blasted out by an industry news source. You must realize that everyone else has the same idea, thus your timely repost can portray you as just one of the herd. A much more powerful approach is to take time to digest the article and its impact on your customers, industry, etc. Then write your own content, provide your own analysis and link out to additional content. Now you’re creating personal brand value that gets the attention of your target audience.
It’s important to slow down and think about what you are writing. You possess expertise that will be helpful to someone. So take a bit of time and craft your content based on the needs of your followers. Stream of consciousness posts, while genuine and original, can at times make it challenging for followers to understand your key point.
On LinkedIn, everyone’s posting, reposting or commenting. So whatever you post or comment on, make it count. The best way to make it count is to be original. Create your own content. Think about it - most people repost other people’s content. Become the source of content and you elevate yourself to an entirely new realm in the eyes of your followers.
Finally, you can optimize and elevate your personal brand style on LinkedIn.
Remember that LinkedIn is a business-networking platform. So whether you are looking to gain the attention of new clients, potential job offers or speaking opportunities - presentation is everything. Beware of being too conversational and casual - it often doesn't come through as intended. Be yourself so that your personal image can shine through, but do it with professionalism.
Timing is everything. Posting or commenting several times a day, particularly with secondhand content or impulsive thoughts, can cause your target audience to turn a blind eye. Conversely, not maintaining a high value presence actually puts you behind the herd. Your followers want information that is new, has substance and is relevant. Find a balance during the week of perhaps one original piece of content you have written, combined with a few strategically placed comments that have value and meaning. Repost sparingly, and again, only if you have added your own take and why this information is important. Become the individual brand your followers rely on for insight.
Finally, the essentials.
No matter what you post or comment on, you do not want to misspell words. Period. Fast typing or smartphones are no excuse.
It’s just as important as spelling. We’ve all seen posts, comments or emails via LinkedIn containing a double whammy of misspellings and improper grammar. In short, slow down and proof what you are about to post. Doing so takes just a second and helps to eliminate silly errors by which others may judge you and your brand persona.
Optimizing LinkedIn to boost your personal brand and value is relatively easy, and doing so can pay big dividends. You are an expert in your category…but you can just as easily become a leader. And the gap between these two roles isn’t nearly as large as it may appear. With focused intent, preparation and poise, you can harness LinkedIn to position yourself as a sought resource for potential clients, colleagues or your next gig.
tandemROI is a cross-channel advertising and marketing agency located in Tampa, FL.
Brands Vie for Shorty Awards
The unbridled, explosive growth and use of video in social media has many major brands diving headlong into using short video content (shorties) to engage consumers. Outlets such as Vine, Facebook, Instagram, Snapchat and others provide an incredibly efficient and powerful way to reach a targeted audience.
Have you considered short video content for your brand? If not, it's time to review your assets and see what you can do.
Check out these Shorty Award Finalists for inspiration!
Brands Have Come a Long Way, Baby
You know the brands. And many you probably interact with weekly, or perhaps even daily. Companies like VISA, Gap, HBO, Viagra, iPhone and more. But like every major brand, they started out small and with a specific stated purpose.
Take a look at this great little (and quick) video retrospective piece from Adweek, which reminds us all that no matter how big you get, how influential you are, we all come from somewhere.
Watch the video here.
Myth Versus Reality
If you’re a brand manager who’s been tasked with overseeing your company’s new direct response television (DRTV) campaign, or, if your company is contemplating delving into TV, read on!
It’s no secret DRTV can be extremely effective in launching new, never before heard of products and revive or ramp up sales of an existing products. And there’s no shortage of DRTV advertisers who employ exaggerated product demonstrations and in your face sales tactics. The fact is these tactics can ring the cash register. But what about a well known brand? How does a company harness the powerful consumer and ROI aspects of DRTV without harming the established brand integrity of its product or service?
Let’s take a look at the most common concerns or misconceptions we’ve heard from brands over the years with regard to DRTV:
While all of these points are valid and should be discussed, each one can be addressed easily. With the correct execution these concerns can become rallying points versus reasons to not proceed forward. As with most misconceptions, they are not founded on well thought out premises but more on reactions to what you would never do in the first place, nor would you have to.
With any major project such as DRTV, it’s essential to be sure you are not falling prey to misconceptions. Rather, you need to evaluate the prospect of DRTV based on how your brand would employ it, not how others have done it.
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