Download - TV Shopping: An Overview
Let’s ShopUNDERSTANDINGLIVE TV SHOPPING
© 2014 Famous Discoveries LLC
Who We AreBill Barlow is a strategic product
and branding specialist with 28+
years of direct to consumer
marketing, public relations and
international trade experience. He
has sold products and services into
over 80 countries worldwide across
every category. He is one of a
hand-full of live TV shopping
specialists to have physically
visited every 24/hour live shopping
channel around the globe. Bill’s
branding and advertising methods
have generated nearly four billion
dollars in retail sales of consumer
products.
Bill Barlow© 2014 Famous Discoveries LLC
Rosie Maria is an energetic and
seasoned on air personality with a
comedic flare. She has hosted live
television, national shopping channels,
infomercials, travel shows and emceed
events with audiences of thousands.
When communicating about product
she becomes the surrogate consumer
honing in on the hot buttons that inspire
sales. Rosie has interviewed celebrities
in areas of entertainment, sports,
politics, health, book authors and
entrepreneurs. She has also sold
jewelry, fashion and many other
products along the way. Her broad
background and experience as an on
air host in radio and television
demonstrates her communication skills
and natural talent.
Rosie Marie
© 2014 Famous Discoveries LLC
TV Shopping
Specialists
We Are
© 2014 Famous Discoveries LLC
Worldwide SalesWe are specialists in TV shopping channels worldwide.
We have experience adapting product presentations
between cultures to ensure that we get optimum sales
throughout the world.
We represent our clients, present the products to the
TV shopping channel buyers and then manage every
aspect of the sale and repeat sales, including the on-
air presentation.
© 2014 Famous Discoveries LLC
• Meet the Buyer
• Quality Assurance
• Legal / Claims Review
• New Vendor Forms
• The Purchase Order
• Delivery of Goods
• Product Presenter / On Air Presentation
How TV Shopping Works
While every shopping
channel has unique
rules and requirements,
they all have the same
process when it comes
to selling in to them.
Here are the basics.
© 2014 Famous Discoveries LLC
We must select the item(s) to be
presented to the channel. Each
product category has a buyer
responsible for reviewing and deciding
on items for the network. We need to
set up a meeting with the category
buyer. Please note that these people
see literally thousands of products
annually. They are hard to impress.
They are looking for 3 things:
1. Something new / Unique
2. Something of Value 3. Something Demonstrable.
Meet The Buyer
© 2014 Famous Discoveries LLC
Quality AssuranceWhen a product is accepted by the
buyer, they will ask that the product
goes through the QA process. This is
where you send in a sample (that you
will never see again) to the networks
QA department. This sample must be
packaged EXACTLY as the units you
sell to the network will be packaged.
They will judge the product on
several criteria; packaging, drop test,
product instructions, general
performance, etc. Any discrepancy
will be flagged as a failure. You will
have 3 chances to get this right or
the product will be declined for air.
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New Vendor FormsThis is perhaps the most painful
part of the process. All new
vendors are required to submit
new vendor forms. You will be
required to have product liability
insurance of $2 million per
occurrence and $5 million in
accumulative claims. The network
will ask to be additionally names
on that policy.
© 2014 Famous Discoveries LLC
Legal & Claims ReviewThe network will ask you to submit
a list of features, benefits and
claims that you will be making on
air about the product. Each of
these will be reviewed by the legal
department. These will ultimately
be approved or declined. Legal will
ask you to substantiate all claims
with tests, 3rd party validation or
some reasonable source. If your
claims are declined the buyer will
have the last word to decide if the
product is still saleable on air.
© 2014 Famous Discoveries LLC
The Purchase OrderThis document will list quantity
they elect to order and the date
they require the goods delivered
by. They will also note the
location of the warehouses where
they want the goods shipped.
HSN has 2 warehouses; east
coast and west coast. Additional
items may be requested to be
shipped to the studios.
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Delivery of GoodsThe delivery of the goods
needs to be accurate and
timely. The box they
receive must be consistent
with QA samples they
approved and the exact
dimensions. If either of
these is not done to spec,
they will fine you. If you are
too far out of compliance,
they will reject the goods
and cancel the Purchase
order.
© 2014 Famous Discoveries LLC
On Air PresentationIt is the responsibility of the
vendor (you) to provide an on air
presenter. This presenter must
be approved in advance by the
network. All elements of the on
air sales presentation are also
the responsibility of the vendor.
The presentation needs to be
consistent with the approved
claims. Any unapproved claims
will be “bleeped” while on live.
This is fondly referred to as the
“red button”.
© 2014 Famous Discoveries LLC
On Air Requirements
It is important to know that all
products are judged on a dollar-
per-minute basis. While some
networks are forgiving of new
products, others are not.
In order to keep your product on
the channel it must meet the
minimum sales requirements as
established by the network.
© 2014 Famous Discoveries LLC
International RequirementsCertain requirements or restrictions
will vary based on each country you
are selling to. These include:
1. Claims Documentation
2. Testing Requirements
2. American Slang and Phrases
3. Value References
4. Return Policy
© 2014 Famous Discoveries LLC
All customer returns
(items sold by the
network and then
returned by their
customers) will be the
responsibility of the
vendor. Typically you will
get any such returns
twice a year. These
returns will be returned to
you at your expense.
Product Returns
© 2014 Famous Discoveries LLC
Typical Timelines
2 W
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2 W
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1 W
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k
2 W
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3 W
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2 W
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© 2014 Famous Discoveries LLC
Typical timeline from the first buyer
meeting to first airdate – 3 Months
Buyer QA - Legal Vendor Forms First Order Ship Date Air Date
Let Go
© 2014 Famous Discoveries LLC
Shopping
What We Do
Creative –
• Create demonstrations
• Help find key testimonials
and experts
• Train the models and get
them ready for air
• Coordinate with the channel
all creative requirements
• Chase creative requests &
requirements
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Manage On-air Presentations –
• Props
• Product samples for the
demonstration
• On–Air technical requirements
• Video footage
• Animation
• Lighting
• Sound
• Other visuals
• Per-show network coordination
© 2014 Famous Discoveries LLC
What We Do
On The Business Side –
• Arrange all sales
presentations to
network product buyers
• Facilitate all required
forms & documents
• Coordinate the Quality
Assurance process
• Coordinate orders, re-
orders and network
inventory levels
© 2014 Famous Discoveries LLC
What We Do
Our Experience
© 2014 Famous Discoveries LLC
We bring our 25+ years
of experience to your
product for best results.
We hand a mind for
business, eyes for
product, ears for
opportunity and the
voice of creative sales.
Let’s Do This
© 2014 Famous Discoveries LLC
Contact
© 2014 Famous Discoveries LLC