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Dave Dornbush was the president and co-founder of American Harvest, the manufacturer of numerous consumer products successfully launched through infomercials, including: The Jet Stream Oven and Fast Track. The company recently went through a financial reorganization and was sold to Metalware/Nesco of Wisconsin.
Using infomercials to launch their new products and drive retail sales, American Harvest had sales of $30 million in 1991. In 1992, sales hit $71 million. In 1993, sales rose to $82 million. In 1994, sales dipped to $64 million. And in 1995, with the launching of their FastTrack exercise machine, they skyrocketed to $115 million.
A lot wiser as a result of this rollercoaster ride, Dave Dornbush reveals the 10 things he wishes he knew before getting involved in infomercials. Your retail price should be different from your television price. You need more value perception on television and that should be the package. I don't think you should run with the identical product at both retail and on television. You need to do what's called "blinding the product" so they can't cherry pick it. In general, I think you should appear to give a substantial value to the product on television, because there is...