I recently lectured at the Electronic Retail Association (ERA) Europe’s Electronic Home Shopping Conference 2008, Monte Carlo, June 22-24. What a great time I had presenting along side of the likes of Livemercial’s Johnny Mathis Jr., Elie Boudara of ID SIDE (who presented a remarkable, pioneering case study on how product placement strategies can intersect with long-form, video generated, Web-based selling!), Andreas Büchelhoffer (who is pioneering auction-based DRTV models in Germany), Anders Hjorth of Relevant Traffic, Rok Hrastnik of Studio Moderna, Rodrigo Sepúlveda Schulz of vPod.tv and many others.
I focused my lecture on how DRTV (direct television/infomercial) marketers can, should be and are transferring existing best practices into their Web-facing business units to drive increased sales. Like “magalogers” (catalogs that take a magazine-like, content rich approach), direct TV companies are the hands-down masters of the “long-pitch” sell technique involving info-tainment but need to look out for the likes of newcomers, HoneyShed.com, who are mixing the old (same approach to video-based selling) with the new (interactive EXPERIENCES that consumers crave).
How can DRTV marketers take the Internet bull by the horns? They’re compelled to address the multi-channel shopping problem that Rok Hrastnik addressed so well. That is, capturing consumers who are interrupted on their way from TV to purchase via the Web (interrupted by sellers of knock-off products, etc. etc.).
Rok (who puts Studio Moderna’s money where his mouth is) and I see eye to eye — it’s all about becoming a publisher of content that customers crave. It’s not about the short-term sale; rather, about a long-term, trust-based relationship with a customer that keeps your brand “top of mind” when they’re considering making a purchase. Rok’s social marketing case study focused on his Dormeo.com brand. The secret sauce? Sex-related articles for men + weight loss content for the ladies = sales. Such an approach also supports word of mouth marketing given how the content is extremely shareable (easily syndicated) and presented to consumers based on their own consumption preferences (ie. email, RSS feeds, etc.).