If you want instant — and HUGE — exposure for your product, check out home shopping networks such as QVC and HSN. If you’ve got the right product, the TV shopping networks can be an excellent distribution channel.
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Introduction to TV Shopping Networks
TV shopping networks like QVC and HSN have emerged as powerful product marketing and sales platforms. These networks provide a unique avenue for businesses to showcase their products to a vast audience. The fusion of entertainment and shopping makes TV shopping networks attractive for sellers looking to expand their market reach.
QVC has been instrumental in the success of many products. Footless hosiery Spanx first appeared in QVC in May 2001 and sold 8,000 pairs in under eight minutes. Necklace extender Shooks sold $37,128 worth of products in less than five minutes, while the illuminated fragrance jar of Potpourri Glo sold $39,018 worth of products. And the list goes on and on.
Why sell on TV shopping networks
Selling on TV shopping networks offers several compelling benefits for businesses looking to expand their market reach and visibility. These networks, such as QVC and HSN, provide a unique platform that blends entertainment with consumer shopping, creating an engaging way to showcase products. Here are some key reasons why selling on TV shopping networks can be advantageous:
Broad Audience Reach: TV shopping channels have a wide and diverse viewership, offering access to millions of households. This extensive reach is invaluable for introducing products to a large audience and expanding market presence.
Live Product Demonstration: One of the most significant advantages of these networks is the ability to demonstrate products live. This interactive approach allows sellers to highlight the features and benefits of their products in real time, which can be more persuasive than traditional advertising.
Increased Brand Awareness: Appearing on a well-known shopping network can enhance brand visibility and credibility. This platform can position a brand in front of a vast audience, increasing recognition and potentially boosting overall brand image.
Direct Customer Interaction: TV shopping allows for immediate customer interaction and feedback. This direct communication can provide valuable insights into consumer preferences and behaviors, aiding in future product development and marketing strategies.
Opportunity for Storytelling: These networks allow sellers to tell their product’s story, connecting with viewers on an emotional level. This storytelling aspect can be a powerful tool in creating a loyal customer base.
Potential for Rapid Sales Growth: With the right product and presentation, businesses can experience a significant and rapid increase in sales. TV shopping’s immediate exposure and impulse-buying nature can lead to quick turnover and high sales volumes.
Targeted Marketing: TV shopping channels often have well-defined demographics, allowing businesses to target their marketing efforts effectively. Understanding the audience preferences can lead to more successful product placements and promotions.
Convenience for Customers: Shopping networks offer convenience to customers, providing a platform to shop from the comfort of their homes. This convenience can be particularly appealing to certain demographics, such as older consumers or those with limited mobility.
Advantages and Disadvantages of Selling on TV Shopping Networks
But selling on QVC and HSN has advantages and disadvantages that you should consider. While the network offers an incredible opportunity to new entrepreneurs, potential participants should also understand that they’ll assume some risk should their product be chosen.
Advantages
- Television allows for three-dimensional demonstrations of your product. You can convince customers of your product’s benefits through your story and live presentation.
- The response can be instantaneous. If your product resonates with the audience, home shopping networks can allow you to move thousands of units of your products in a few minutes.
- There is huge distribution potential. As amazing as that is for an unknown merchant hawking an unknown product, the feat is repeated repeatedly during the show.
- Ability to reach a wide geographic target audience.
- The venue allows buyers to provide feedback. The company encourages customer feedback and remains aware of what customers want.
Disadvantages
- Getting into the show is tough. On average, QVC receives 20,000 applications yearly, but only 4 percent of those land on the show.
- There are huge inventory requirements. You must have enough inventory in stock before your appearance in the show. However, you will be paid only if and when QVC sells your product.
- Rigorous quality tests. Your products must pass QVC quality standards. Depending on how much you want your product to be on QVC, you must be willing to change the packaging or even the use of your products as you’ve envisioned it to be acceptable to the QVC audience.
- QVC can remove your items. QVC’s success stems from listening to its customers. As such, it takes no chances with its products and will quickly remove any item that gets complaints, totaling more than one percent of units shipped.
Conclusion
Selling on TV shopping networks like QVC and HSN offers significant advantages, such as a wide audience reach and enhanced brand visibility. However, it comes with challenges like high competition and cost considerations. By implementing effective strategies and leveraging a multi-channel approach, businesses can successfully navigate these challenges and capitalize on the opportunities TV shopping networks present.
If you think QVC is right for you, visit their QVC Product Search website to learn about the process of pitching your products to QVC.
Frequently Asked Questions (FAQs)
Here’s a list of frequently asked questions (FAQs) about selling on TV shopping networks like QVC and HSN:
- What types of products are successful on TV shopping networks like QVC and HSN?
- Answers will often highlight consumer products with unique features, visual appeal, and compelling stories.
- How do I get my product featured on a TV shopping network?
- Typical responses involve submitting a product proposal, passing a stringent selection process, and sometimes having a track record of sales.
- What are the costs involved in selling on TV shopping networks?
- Information usually includes fees for airtime, production, sales percentage, and any marketing or logistical expenses.
- How can I prepare for a live product demonstration?
- Tips often include practicing your pitch, understanding your product thoroughly, and being ready to answer live call-in questions.
- What kind of support do TV shopping networks provide to sellers?
- Responses might cover production assistance, marketing support, and sales data analysis.
- How can I maximize sales during my TV segment?
- Advice often includes engaging storytelling, highlighting unique product features, offering exclusive deals, and leveraging urgency.
- Can I sell products that are already available in retail stores or online?
- This usually depends on the network’s policy regarding product exclusivity and market saturation.
- What happens if my product doesn’t sell well during the TV segment?
- Responses may cover potential follow-up strategies, renegotiation of terms, or reconsidering the product’s fit for TV sales.
- How does the shipping and handling process work for products sold on TV networks?
- Information typically includes fulfillment responsibilities, shipping costs, and return policies.
- Can I use my appearance on a TV shopping network for marketing elsewhere?
- Answers often discuss the potential for leveraging TV exposure in other marketing channels while adhering to any network restrictions.
- What are the long-term benefits of selling on TV shopping networks?
- This can include increased brand awareness, customer loyalty, and potentially opening doors to other retail opportunities.
- How do I handle customer service and returns for products sold on these networks?
- Answers usually involve understanding the network’s return policy and potentially setting up a customer service system.
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Hi,
I have my own business and my web site and would real like to know how to make my web site more lucrative by affiliation…
Thanks beforehand