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How long do you want to live?

dpotter | 21 March, 2006 15:15

My picture!

That’s the question every DRTV marketer must ask before they decide to launch a product. This goes beyond the costs of getting ready to launch a product on television; and, with success, sustaining the spending as long as the MER (media efficiency ratio) remains favorable. It literally means, “How long a life cycle are you willing to create for the product?”

Yes, you are the one who will determine how long this baby of yours will survive in today’s competitive marketplace. If you want to be a DR product only, life will probably be relatively short. In many instances, knock-offs will take advantage of the category awareness generated through your advertising and get to the store shelves in short order. This can cause response for your product to wane, so you end up dumping it on the retail market at a reduced price until the inventory dies away.

Those who take the fast track to retail get the benefit of distribution based on early success. However, being available on store shelves before creating sufficient product interest and brand demand can result in slower than anticipated sales and the ultimate loss of distribution. This, too, shortens the life expectancy of your product.

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