A Case for Oreck
We’ve heard it hundreds of times, “I have to see it to believe it.” Even though in our rapidly growing online world of ‘Click’ to ‘Add to Cart’ where we see something we want and with one tap of a mouse or touch of a screen, we’ve made a purchase sight unseen. And if you think about it, it really wasn’t sight unseen. That’s because you saw the item you’re interested in somewhere in your researching buying process. You saw it most likely either on television, on YouTube, from a review, or a product review on a company website, or maybe even from an influencer on social media.
Whichever way you sought out the product, you needed to be convinced that the product you’re about to buy really does what it claims it does. When you see it for yourself, you conquered one of the most important things about selling—trust. With trust, you feel good about your purchase and you take action.
One of the most powerful ways to gain trust is with a powerful demonstration, and one of the most effective ways to do this is by creating and allowing the entire demonstration to play out in real time. And that’s the beauty of DRTV and Performance Response Marketing. You have the time through a half hour, a one-minute, or a two-minute commercial to make your demonstration so compelling that it can literally drive sales immediately.
When the Oreck Vacuum Corporation approached us, they had a problem and a challenge. They had already built a strong business selling quality vacuums, but they wanted to scale their business into new product categories and reach new customers. So, they made a decision to enter into the air purifier market. The question to us was—how could we succeed selling the air purifier on TV? Now, if you think about it for a second, they wanted to sell a product that purified air, which you cannot see, and explain that a purifier can clean the air in entire room in just minutes. On top of that, it was a company that was synonymous with selling quality vacuums and they had no brand equity or experience at all selling air purifiers.
Our response to them was “No Problem.” I mean really that’s what we said. We said, “No problem. We know we could do it.”