Here’s how garment industry veteran Lucille DeHart shook up the direct response TV world in her first months at Tristar Products, the “As Seen on TV” powerhouse responsible for brands such as the AbRoller, the Perfect Toaster, and the Genie Bra. One of the company’s top sellers is the Jack LaLanne Power Juicer, but DeHart immediately recognized that Tristar was failing to squeeze maximum revenue from the brand. Instead of taping another 30-minute infomercial, DeHart hired a professional filmmaker to create an hour-long documentary about the legendary fitness guru called Anything Is Possible, which was shown at the Miami International Film Festival in March 2015. Brand building and cutting-edge content marketing come to the infomercial business.
“Though the direct response business had already figured out that high recognition of brands is the secret, they treated their brands too much like products,” DeHart says. “Now, by telling the story of Jack LaLanne in a true documentary, not an infomercial, we intend to leverage that platform to introduce a line of new products under the Jack LaLanne brand.”
DeHart, who was CMO at Maidenform before joining Tristar, is concurrently padding out the brand potential of another shining star at Tristar: the Genie Bra. “Genie was the number one bra brand for three years based on terrific marketing that really explained the product, but it was not merchandised within an entire category,” DeHart says. “We’ve now launched Genie large sizes and slim jeggings and secured endcaps throughout all Walmart doors.”
DeHart is fully aware that infomercials are often the butts of jokes, but she’s just where she wants to be. “I truly believe that direct response is at the forefront of what’s going to be important in marketing,” she says.
Marketing strategy: It’s essential for marketers to drive their company and brand vision forward without falling victim to the short-term demands of quarterly revenue. I’ve always believed marketing was an investment, not an expense, and that successful marketers align their businesses to drive long-term ROI.
Winning ways: When I joined Tristar its lead brand was in decline. This was a cornerstone product for the company and we needed to invest in its future. Within my first six months here we were able to create a full marketing and business plan, build a brand site, redesign the packaging, and air a new commercial. The new site doubled conversion and we have launched two successful new products. The sales trend reversed from -53% to less than -30%.
Defining moment: I was enlightened with the true essence of branding at Ralph Lauren. Ralph’s philosophy was to say no more than yes, to sacrifice short-term gains for long-term protection. Keep your vision strong and unwavering and trust instinct over science to create and keep the magic of the brand alive.
Trend watching: Social commerce and interactive digital devices coupled with smart mobile technology and textiles.
Words to live by: My junior high English teacher once told me that life is unfair and that I will be disappointed by that fact my entire life. This has always been a motivational notion to me, because I never gave up on trying to prove the world wrong.
Good read: My Life in France by Julia Child
Good advice: Take finance and accounting classes, become fluent in technology, and master the art of communication and influence. Never stop learning.
