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NEWSLETTER
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Volume 26, 2004
The World Awaits a Winner
There are no sure things in this world. But if you have a great product, you produce a compelling infomercial, your media buy is handled smartly and your back end is perfectly orchestrated and properly integrated...you've got a winner. Now the fun begins. Because, if properly handled, your success in the US market will ripple into markets all across the globe.
It's like being a pop star. Have one big hit, and suddenly they've got you touring Germany, Japan and places you've never even heard of. Well the same goes for successful DRTV products. And just like the world of pop stars, there are promoters who are willing to pay you up front for your stateside
moneymaker, and take all the risk of international DRTV sales and distribution. Based on what you've done state-side, they'll buy your product outright at a negotiated price, do all the dubbing, all the
media buying and all the backend. All because you did it the right way and proved your product's DRTV salability here in the greatest market in the world.
Now just how much potential do foreign markets have? Look north to the Canadian market for your answer. Each year between $250 to $300 million in infomercial and shopping channel sales are created in Canada alone. Then there's Europe, South America and Asia to conquer. And these aren't uncharted territories either. AC Nielsen, a division of Nielsen Media, the rating people, offer market-measuring services in 80 countries across six continents including emerging markets. Their services include consumer panels, test marketing and, yes, television ratings. "How strong are the television markets overseas?", you ask. In the 6 major European markets, (The UK, Germany, France, Spain, Italy and the Netherlands), a 5.4% increase in growth is anticipated by year's end. So if you have a DRTV winner, plan to make the most of it by testing in as many markets as possible and then rolling out in those markets that are easiest to do business in and yield the greatest return on your investment.
Definition of the Day:
Designated Market Area (DMA): Developed by the Nielsen Ratings company, this term is used to describe a specific TV market area. Nielsen has determined there are over 210 distinct TV markets in the US.
Tip of the Day:
Don't try this at home
You may not have to go abroad to broaden your channels of distribution. First consider other multi-channel initiatives right here - including Home Shopping, Retail, DR Radio, Catalog, print, and, of course, e-commerce. These other revenue streams can add millions to your campaign.
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