Although the two-day event I’m about to discuss is already underway in Las Vegas, Nevada, it’s important to understand the broader context in which it’s occurring – and how this phenomenon creates opportunities for you, the independent inventor. I interviewed Johnny Mathis, the founder of “Livemercial”, to learn more about how his Internet marketing company helps generate product sales and visibility. Livemercial uses streaming video content to advertise products, the majority of which come from the direct-response and infomercial industry. Ever considered selling your product through the use of infomercial? You don’t need to have to consider Livemercial.
“Over the last seven years, we’ve generated over a billion dollars in sales by making it easier to put products seen on TV in people’s hands. The direct-response industry needed a platform online and we made “buying now” easy with a secure order form. But in the last twelve months, we’ve made it our goal to get out there and help other entrepreneurs launch their products and get started,” explained Mathis.
How do you know if Livemercial is right for your product?
“Ideally, we like our submissions to be in product form. But we also promote ourselves as a full solution, brain-to-bank company. We have a variety of partners that have the capacity to take an idea that’s scrawled on a napkin or in your brain to a prototype to a finished product. But where Livemercial really comes in is in the marketing of that idea; we take products to the masses and then retail.”
I loved what Mathis said about the importance of effective marketing. Patents may not protect you. Getting to the market first doesn’t insure your financial success. What does?
“At the end of the day, if someone wants to knock you off, they’re going to knock you off, whether or not you have a patent. Getting to the market first can help. But if you don’t know how to effectively market your product, that advantage is for naught. That initial, crucial stage is the time to get down and dirty; I call it ‘guerilla marketing’. I’ve seen great products that made it to market first, but were picked off by bigger companies who were able to knock off the idea and market it much better.”
Do the marketing right to begin with, asserts Mathis. What advice does he have to offer to those pitching their own products?
“I need to be convinced why everyone in the world wants and is going to buy your product. Delivery is everything. You don’t need to have the greatest product. But you need to be able to compel me to want to go further with your product,” he said.
Practice in front of the mirror, practice with friends. There’s nothing more frustrating than someone with a great product that forgets his pitch or doesn’t know what to say, Mathis argued.
Livemercial and the Discovery Channel producers of “The Pitchmen” have teamed up together at the Electronic Retailers Association’s (ERA) 2009 event for a live “pitchathon”. Individuals will be filmed pitching their products, some of which will be chosen for further consideration. For more information, visit www.livemercial.com