Home-shopping Home Runs
No wonder home shopping sales keep increasing 10 percent a year. And what's selling is what women love to shop for most: clothes, jewelry and anything and everything for the home. However, the field is wide open. Although a couple of the networks have concentrated on certain product areas, America's fastest growing means of mass merchandising is aggressively seeking product across all categories—everything from brand-name goods to garage-hatched inventions.
How to Hit a Home Run
But enough about this medium's potential. The question is, where does your product fit in? How can you capitalize on the future growth of this amazing distribution channel known as home shopping? That brings us to the eight secrets of home shopping success.
1. Make sure your product has mass-market appeal. Television is the granddaddy of mass media, so the broader your product's appeal, the greater your chances of success. Just think of how many people click by home shopping channels every day as they surf through their programming options. If an item catches their eye, they're going to stop and hear out your pitch. And if everything else is in sync, you've got a sale. It's instant revenue, without the retail supply chain eating into your margin.
2. If you can't offer a network an exclusive, create one. Home shopping networks want exclusives. They want to be able to tell their audience, "You won't see this item anywhere else." You can bargain your way into their parade of products by creating exclusivity. Create added value by offering quantity discounts, even if it's just a two-for-one deal. Or bundle your product with an accessory or carrying case. Give the network an exclusive on a range of colors. Or modify your product just enough to make your home shopping offer unique in some way that can be incorporated into the host's value proposition.