The time may be ripe to explore DRTV in Latin America (1,243 Wo
To the supplier, this situation may be frustrating and costly. There are cases in which suppliers spent money clearing products such as cosmetics, only to find they don't sell well once on the air. If those marketers had a reliable method to determine the viability of a product, they would've saved precious resources.
However, once proven profitable, the potential of Latin America is quite large. Even in small markets such as Venezuela, companies have successfully moved 40,000 units of an average mid-priced product each quarter. And large markets such as Brazil can move multiples of that.
Following are some examples of successful marketing campaigns in Latin America:
• AB Flex, one of the fitness industry's top-performing products, generated more than $10 million of sales in a nine-month period.
• Murad International skin care generated more than $7 million in sales during 1999 in Mexico alone. This represented the first high-end skin care product to be sold successfully in the region, and the brand awareness generated created an extremely successful continuity program and catalog.
• Abslide's international rollout has been underway for the last six months, and more than $4.5 million in sales has been generated.
DRTV in Latin America is certainly not for the weak-hearted, but if you do your homework, develop trustworthy relationships and have a good product, it's worth the ride.
Priya Ghai is a co-president and corporate futurist with Williams Worldwide Television, an international DRTV company specializing in distributing products in infomercial categories to some 75 countries. For more information, e-mail: email@example.com, or call (310) 449-4506, ext. 23.