DRMA Marketer of the Year Spotlight: BJ Global Looks to Expand on Kymaro Success14 Jan, 2010 By: Thomas Haire Response
In its October 2009 issue, Response announced and spotlighted the three finalists and winner of the inaugural Direct Response Marketing Alliance (DRMA) Marketer of the Year Award. Beginning in the November 2009 issue, we began spotlighting the other seven top nominees in a monthly section. This month, we caught up with BJ Fazeli, president and founder of Irvine, Calif.-based BJ Global Direct (BJGD).
BJ Global Direct is a direct response company that specializes in design, product development, manufacturing, licensing, media funding and distribution. The company brings together more than 35 years of experience in the DR market under one roof. In 2009, the company’s Kymaro® health-and-beauty brand continued to find success in direct response circles, and according to Fazeli, is expected to continue expanding in coming years.
Q: What does it mean to you and your company to be one of the top 10 nominees for the DRMA Marketer of the Year Award?
A: It’s an honor to be part of such a great group for me personally, as well as our team here at BJ Global Direct. We have an amazing team here, and everyone was very excited about the nomination.
Q: What was the most significant accomplishment in the past year for your company?
A: We had multiple successful infomercials on the IMS charts, and our Kymaro line of products succeeded beyond our expectations.
Q: How did the successful products you had over the past year fit within the overall concept behind your company? Were any of those products so successful that they changed the way you do business? If so, how?
A: As a marketer, BJGD holds various brands. For example, Kymaro is our health-and-beauty line. We have multiple products under this brand name. The Kymaro New Body Shaper was a great hit in both DRTV and international sales from the very start. We’ve always been confident in the product, however we were pleasantly surprised by the goal-surpassing numbers from the very first airing and on. Having an instant hit on our hands, we saw no choice but to introduce Kymaro Curve Control Jeans immediately. We’re pleased to see this campaign take off and become a hit as well.
Q: Why do you think your business responded well during the recent economic downturn?
A: Our Kymaro brand offers a line of feel-good type products at affordable prices. So our clientele can look and feel better about themselves without breaking the bank. This convenient and cost-effective way to feel good coupled with our diligent customer care has allowed us to maintain a steady and strong revenue stream during the tough times.
Q: What is your outlook for the next 12 months? What are the top items in your pipeline?
A: We’re extremely busy with our existing products, as well as a slew of new potential items. We stand behind our products strongly, and as a result we have to be very selective as to which product we’ll put our name on. We have some amazingly innovative items coming out under our Kymaro line that we’re very excited about. We’re in the final phases of wrapping things up with some of these — so stay tuned!
Q: What vertical markets do you believe are best equipped to survive current economic issues — and even thrive — in 2010? Why?
A: Simple, evergreen type products — that make life a little easier and don’t cost the consumer too much money — are the way to go. Seasonal products are great for a quick spike in revenue. But for steady and long-term success, year-around items are the way to go.
Q: Does today’s consumer respond better to short-form or long-form DRTV? Which of these two formats are best supported by other media, including online, mobile, print and radio?
A: People have busy lives. The younger generation hardly uses full words to speak any more, instead using text lingo. So short-form is a great way to take on DRTV. Long-form, however, is the legacy DRTV format and requires a specific art of capturing the viewer’s attention and leading them to their phone or computer. So with the right messaging, both formats still have their place in any marketing campaign.