March 2008 - Electronic Retailer Magazine

More documents

Recommendations

Info

44 electronicRETAILER | March 2008 ©Electronic ©Electronic Retailer Retailer Magazine Magazine [ search engine powered by magazooms.com ]
Euro-Pro’s Shark Steam Mop is a successful product with lessons to teach. The most important? How DRTV viewers now do their buying. BY JACK GORDON A hit infomercial is always a joy to its sponsor, and Euro-Pro Corp. knew quickly that its half-hour show for the Shark Steam Mop was a home run. After testing last spring, a media campaign for the lightweight floor-cleaning device rolled out in June. The show climbed rapidly in rankings by Jordan Whitney and the Infomercial Monitoring Service. As of December, it was the number-one ranked infomercial in the U.S., and the Shark Steam Mop was the most successful direct response product in Euro-Pro’s history. But Euro-Pro also got a surprise. The Newton, Mass., company markets household products such as vacuums, sewing machines and steam cleaners under the Shark label and other brand names. It has produced winning infomercials before, but never one in which so many cus- ©Electronic ©Electronic Retailer Retailer Magazine Magazine [ search engine powered by magazooms.com ]
Page 1 and 2: President Lynn Powers Shares Insigh
Page 3 and 4: ©Electronic ©Electronic Retailer
Page 19 and 20: guage about how careful they are wi
Page 21 and 22: input. Other panelists included Kat
Page 25 and 26: the “inquiry” that can establis
Page 31 and 32: Los Angeles San Diego Miami More Me
Page 37 and 38: TOP SHORT-FORM CATEGORIES FOR FEBRU
Page 41 and 42: The Effect Electronic Retailer’s
Page 43 and 44: career.” Blanks entered his third
Page 45: ©Electronic ©Electronic Retailer
Page 49 and 50: $IRECT�MAIL�HAS�EVOLVED /NE
Page 51 and 52: Delivering Critical Retail Strategi
Page 53 and 54: Search engine marketing expert Dana
Page 61 and 62: Electronic Retailer Magazine wishes
Page 65 and 66: meet the family, tout the candidate
Page 71 and 72: ight their ship quickly and deliver
Page 73 and 74: Electronic Retailing Association Le
Page 75 and 76: they allow peer-to-peer feedback, a
Page 79 and 80: Beachbody, creator of the nation's
Page 81 and 82: Scott Reid Chief Optimization Offic
Page 83 and 84: Super Bowl Fever Eric Stanton of JB
Page 85 and 86: Mar. 17-18 Mar. 20 Mar. 21 OMMA Con
Page 87 and 88: ADVERTISING AGENCY YOUR AD HERE Hig
Page 89 and 90: MEDIA BUYING SOFTWARE Software for

March 2008 - Electronic Retailer Magazine

Create successful ePaper yourself

Delete template?

Save as template?