Barbara Kerry is Co-Founder and President, Script to Screen, a performance-driven marketing agency with 30 years of experience transforming companies, such as Conair, Keurig, Bare Minerals, Shark/Ninja, Gwynnie Bee, and Nutrisystem, into best-selling brands. She is frequently quoted in media and is a member of the Women Presidents’ Organization.
Can you tell our readers about your background?
My career started in sports television and radio as a producer/reporter. I covered all the major sports franchises in the L.A. market. In the early ’80s, there were few women in that arena. I was fortunate to have others in the business willing to offer guidance and support along the way. I learned a great deal during that time that benefited me throughout my career.
What inspired you to start your business?
In the mid 80’s my soon to be husband and I started seeing “infomercials” on television. We were intrigued. We didn’t like the cheesy nature of the commercials at that time. We thought if we could come up with a viable product, we could produce our own television commercials and start a business for ourselves. And so it began.
Where is your business based?
Santa Ana, Ca.
How did you start your business? What were the first steps you took?
We had to start by putting together a partnership to raise money so we could develop and create our product, produce the television campaign, and start selling our product.
What has been the most effective way of raising awareness for your business?
At the end of our [28:30] (Long-Form) commercials, we have been able to put our company logo as an end tag. Successful campaigns on television see millions of dollars in media spend and that television exposure has been good advertising for our company.
What have been your biggest challenges and how did you overcome them?
When you are in business for more than 30 years you face a number of challenges, it just comes with the territory.
I would say our biggest challenge was the market downturn that everyone faced in 2007–2009. We were forced to downsize. We became an extremely lean company and did our best to do all that we needed to do to survive.
In addition, Covid has presented unique challenges. While we have been able to successfully work from home, we have also been able to continue to shoot our commercials without incidence by adhering to strict rules for shooting and gathering. Our clients have been able to stay at home and watch the shoots via live streaming from the shoot.
How do you stay focused?
We stay focused by keeping our eye on the ball. Not allowing ourselves to get distracted by all the noise in the marketing marketplace. By staying true to our area of expertise and testing the waters of expansion into areas that are compatible with our direct to consumer space.
How do you differentiate your business from the competition?
We offer a suite of services and expertise that is unprecedented in our industry. We offer strategy, creative and creative execution with an extraordinary track record across a multitude of product categories. We also offer expertise and direction for all the business requirements necessary to launch a successful direct to consumer campaign. including but not limited to, financial modeling, inventory forecasting, product offer configuration, microsite creation, media, fulfillment, telemarketing, credit card processing, digital campaign, performance reporting, optimizations, etc.
What has been your most effective marketing strategy to grow your business?
Our most effective marketing strategy has been our continued focus on delivering campaigns that meet our client’s KPI’s, building our client relationships, and being the beneficiaries of significant client referrals.
What’s your best piece of advice for aspiring and new entrepreneurs?
Be prepared to make the difficult decisions that are necessary and critical to growing a business.
What’s your favorite app, blog, and book? Why?
My favorite app is Instagram because it’s a way to stay in touch with friends and family. It’s a great break from work and I can follow my grand-pup Mollytheminicooper. 🙂
My favorite business book is “22 Immutable Laws of Branding,” by Laura Ries with Al Ries. It’s not a new book but one that I believe stands the test of time. We are brand builders and I am fascinated by the positioning of products and services as well as elevating brands and what that means for our clients.
What’s your favorite business tool or resource? Why?
I belong to WPO, Women Presidents Organization. Here I am able to tap into the experience and expertise of women in a wide variety of fields in a supportive and encouraging environment. We share ideas, explore challenges, and have a safe place to discuss our failures and successes.
Who is your business role model? Why?
My Father has always been my role model in life and in business. He was an enormously successful and sought after marketing expert in the home building industry in Southern California, Canada, and England. My father was a man of great integrity and business acumen. He was instrumental in every aspect of our success and served a variety of roles in our company throughout the years.
How do you balance work and life?
Balance has always been a priority although I wasn’t always good at it. I have improved the balance aspect of my life over the years and have forced myself to carve out time for myself and my family. I have insisted on a yearly vacation and put time on the calendar each August so that we can schedule the necessary business around our time away.
What’s your favorite way to decompress?
Morning walks, Pilates, and time at the beach are my favorite ways to decompress.
What do you have planned for the next six months?
Heading to Maui for a much-needed change of scenery. Planning a wedding with my daughter after canceling a wedding due to Covid AND preparing for the launch of a new business.
How can our readers connect with you?
The best way to connect is via Barbara Kerry at LinkedIn. https://www.linkedin.com/in/barbara-kerry-president-script-to-screen-drtv-expert-a6a1329/