Launching a DTC Product? Leverage a Legacy Brand!
Join DRTV Expert, Ken Kerry and Cleva North America Vice President of Marketing/Product Development Dan Bilger to discover innovative strategies and techniques to maximize profits with a new product launch.
Thursday, April 22 2021 @ 2:00 PM ET/11:00 AM PT
What is the best way to launch a completely new product into a crowded housewares product category? Would it help if you had a venerable and trusted name brand to back up that product up with? That’s the question Cleva North America was asking when they were looking to launch the Kenmore line of floorcare products.
Discover the elements that launched the new line of Kenmore vacuums to immediate success in our #ThoughtLeaderThursday webinar with VP Marketing / Product Development for Cleva North America Dan Bilger.
What you will learn:
- How to use a legacy brand to launch a new product
- Which DTC current marketing channels and techniques are being used today
- What sales strategies should houseware brands be deploying
Claim your spot by registering for free above.
Co-Founder and Executive Creative Director of Script to Screen
Ken Kerry serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principals. Script to Screen is one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients, and winning numerous awards for excellence.
VP Marketing / Product Development, Cleva North America
With more than 20 years of experience in consumer durable goods marketing and product development, Dan Bilger is an executive with a proven track record of leading well known brands to category dominance through disruptive product innovation, creative messaging, and trend-setting go-to-market strategies.
At Cleva, Dan is responsible for managing the Kenmore® portfolio of floorcare products, and in 2020 has overseen the launch of the Kenmore® Intuition®, which has broad distribution across all major retailers, driven by a Direct Response TV and digital campaign to drive awareness to this exciting new technology.
Prior to his time at Cleva, Dan worked for Shark/Ninja in a similar role. Under his leadership, the Shark Floorcare business experienced a tremendous period of sustained growth; the Shark/Ninja company grew from $200 Million in revenue in 2009 to over $1 Billion in revenue and #1 Market Share in upright vacuums in 2017.
Dan is passionate about utilizing the Direct Response medium as a way to drive awareness around innovative and disruptive product lines to ultimately achieve rapid category growth and financial success.