This week, our founder/CEO Jon LaClare is in Salt Lake City for 3 days to meet with 70+ inventors to evaluate their product or service and to provide his feedback on if he believes it would be a good fit for national TV. In this blog post, we are going to give you an inside look into Jon’s DRTV product evaluation checklist. Jon developed this system throughout his career, where he managed new product launches for OxiClean, Nabisco, and Planters . Since then he started his own company (you guessed it—Harvest Growth!) where he has launched over 200 products of all types over the past decade.
Before we dive into it, there are a couple of items we need to clear the air to make sure we are all on the same page because we don’t want to lead you to believe that this evaluation form is going to tell you if your product or service is a good idea or not. In fact, a majority of new products introduced each year don't succeed, according to Cincinnati research agency AcuPoll (source).
Jon has been around long enough in this industry to understand this success rate, and in turn he has witnessed and utilized various methods of launching a new product. Although different methods work great for some products and terrible for others, there is one method that clearly stood out amongst the rest as it provided the quickest proof of concept, the biggest return on investment, thus the biggest success rate. This method proved so much more sensible than the rest, that Jon left his corporate job to start Harvest Growth in order to help entrepreneurs and inventors successfully grow their brand via direct response television marketing.
There is a common misperception that if it is a new product or service, then promoting it on national TV is a step you take years down the road when you have the money to do so. Well ladies and gents, that is simply not the case and to learn more on that topic check out our blog post “How to Advertise on National Television for FREE”.
In short, there are many case studies and examples of successful products that would have likely gone no where if they wouldn’t have launched via national TV (snuggie, pillow pets, and OxiClean to name a few). And better yet, the money spent on TV advertising essentially amounted to $0 for these brands because of the profitable return received from this marketing method that you rarely see with any other form of advertising (that includes digital advertising believe it or not!).
At Harvest Growth, we have coined this marketing method as “The OxiClean Way” to market a product or service. The idea is to begin by educating consumers on your product via HSN/QVC where there is ample time to discuss the benefits of this new idea. Next, you learn more about who your consumer is, their perceived value in your product, and build brand awareness via direct response television. Now that you have educated insights and a brand, you make your product accessible via retail. Lastly, you begin international distribution where you will continue to grow and develop amongst the globe.
There is a lot to understand in this proven strategy, which is why we have put together an hour long webinar where Jon will talk more in detail about how you can learn to market your product or service "The OxiClean Way"!! This FREE webinar is taking place Wednesday, June 29th from 10am-11am (MST). To learn more or to register for the webinar, click here! Space is limited and we anticipate it to fill up quickly, so we encourage you to register early!
Jon's DRTV Product Evaluation Checklist
With all of that said, the product evaluation form that Jon developed is compiled to give direction on if a product/service is a good fit for what we believe the strongest marketing method to launch a new product: direct response television marketing. Check it out below!
Do you have a product or service that passes the DRTV evaluation above? Click here to book a FREE 15 or 30 minute phone call with Jon to discuss your product or service! No obligations, just a quick chat with the industry expert himself.
What are your thoughts on this topic? Do you have any particular topics you'd like to suggest for future posts? We would love to hear your comments!!