Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign
In today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers.
InBuy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer,Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes.
Find out how to use direct response to create a "self-funding "marketing campaignLearn the techniques to building offers that will get people to respond to your productsUse "high touch" direct response marketing to build brand equity and drive sales at retailFind out why large companies like Johnson& Johnson and Valvoline are using these concepts for their consumer brandsCesari has put more companies on the
Inc. 500 list of fastest growing companies than anyone else
Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.
RICK CESARI was the first person to use an infomercial to build a national brand name (Juiceman®) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo®, as well as Fortune 500 clients Microsoft and Clorox®. He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and campaign management services.
RON LYNCH has been the creative mind behind many successful direct-response campaigns including BackJoy® Orthotics, the Total Trolley, Light Relief®, the FlavorWave Oven®, and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.
Prologue: The Secret to Our Success xi
CHAPTER 1 Why Buy Now? 1
The Direct Response Solution 4
Carnival Beginnings 6
Why Direct Response? 7
Liar, Liar, Pants on Fire 10
CHAPTER 2 The Geeks Inherit the Earth 17
Why Is Direct Response a Great Value? 22
Why Doesnt Everyone Try Direct Response? 24
What Is a Brand and Why Do I Need One? 27
CHAPTER 3 They Dont Teach This in College: Ricks Story 33
The Pitch 36
My Story 37
From Real Estate to Infomercials 38
How to Make a Million 43
CHAPTER 4 Juicing for Dollars 49
The Power of PR 54
Live Seminars 56
CHAPTER 5 Building the Juiceman® Brand 61
Explosive Growth 65
Retail Strategy 66
CHAPTER 6 Expanding the Brand: The Breadman® 71
Validating the Model 75
Selling the Business 77
CHAPTER 7 Sonicare®: The $150 Toothbrush 79
Problem/Solution 82
Credibility: The Key to a Successful Infomercial 84
Rolling Out a Campaign 86
CHAPTER 8 The Biggest Knockout in History 91
How a Champion Boxer and a Failed Taco
Maker Created Sizzling Success 93
The Price of Celebrity 102
Grilling Up Some Big Numbers 105
CHAPTER 9 OxiClean®: Powered by the Air You
Breathe, Activated by the Water You Drink 107
The Ubiquitous Billy Mays 111
The Rise of OxiClean 117
Unique Packaging Strategy 118
CHAPTER 10 The Customer Is No Dummy 123
Positioning Your Product: The Next Niche 129
Get to Your Unique Selling Proposition 132
CHAPTER 11 Channel Explosion: The Next Paradigm Shift 139
Direct Demographic Media Messaging 143
Messaging versus Demographic 145
What Are You Going to Grow Today? 148
The Intersection of the Internet 149
CHAPTER 12 Free Advertising? 153
Is My Idea Direct-Response Worthy? 156
Why Are the COGs So Important? 159
Long Form or Short Form? That Is the Question 162
CHAPTER 13 Anatomy of an Infomercial 165
Show Styles or Formats 168
Long-Form Elements 171
Show Outline 175
CHAPTER 14 Offer Is King 179
Why Is Everything Priced at $19.95 and $39.95? 183
How Do Long Form and Short Form Work Together? 185
CHAPTER 15 Beyond Television: Integrating Radio, Web
Advertising, and More 189
Online Marketing Is Direct Response 195
The Backend of Direct Response 198
CHAPTER 16 Conclusion 205
Brass Tacks: What Does This Cost? 207
Index 211
