Our Marketing Strategy.
International Commercial Television Inc. (“ICTV”) is a full-service marketing company, specializing in infomercial direct response television, internet, retail, and international product distribution. The goal of ICTV is to carefully construct a portfolio of enduring brands, utilizing DRTV campaigns to drive retail distribution and to foster international sales.
ICTV sources and develops products that have the potential for a rapid and smooth transition from direct response sales to national retail chains. Anchor products meeting these criteria have already been acquired in the "Health and Beauty" and “Toy” categories, and ICTV currently has signed confidentiality agreements with product inventors for 11 new products which the company has under evaluation. ICTV feels that product diversification eliminates the "one product only" risk found in many of the Company's competitors.
The ICTV family of brands will be marketed through three main promotional platforms – infomercials, home shopping channels and the internet. As brand identity is built through these channels, ICTV management will market the featured products to national scale retailers.
This DRTV-to-retail strategy blends the branding impact of DRTV with the growth potential of national retail sales. The risk of new product introduction is lowered when the potential of mass retail sales is realized.
ICTV’s domestic marketing strategy is directed toward two major distribution channels - direct response sales and retail. Both markets show increasing receptiveness to the product categories ICTV will promote in the direct response television and home shopping showcases. In addition to infomercials, ICTV will also create product-themed websites as a complementary avenue for tapping into the direct sales market.
National scale retailers are demonstrating ever increasing appetite for products whose initial introduction to consumers occurs via DRTV. Notable examples of recent DRTV-to-retail rollouts include the Magic Bullet, the Jack LaLanne Power Juicer, the Snuggie, Bare Minerals, Ped Egg, Aqua Globes, Smooth-Away, Mighty Putty, and the Neckline Slimmer. ICTV management’s experience indicates that a successful infomercial can lead to significant subsequent retail sales.
Competition in the direct response industry comes from companies offering a wide range of products and services.
ICTV has several competitive edges including:
- Low overhead
- A flexible cost structure
- A compact organizational structure
- An excellent product sourcing network
- A diversified portfolio of products
- The experience and vision of the management team
The ICTV management team incorporates successful hands-on experience in product marketing, including brand creation and infomercial production, finance and corporate governance. Since commencing full operations in 2002, the Company has implemented the first stage of its strategy - creation of infrastructure required to successfully launch DRTV-to-retail sales. A global pipeline of new product opportunities has been established, infomercials are being produced, and comprehensive testing of products has begun.