Field Reports1 Feb, 2006 By: Thomas Haire, Nicole Urso Reed Response
Infinite Mind Sees the DR Light With eyeQ
SALT LAKE CITY — When Stephen Glick and Jeff Flamm incorporated Infinite Mind LC in 1998, Glick knew from experience that motivational or coaching products often don't make it out of the box once they reach a consumer's home.
The infomercial for the eyeQ product is now in its third generation.
"I've purchased a lot of motivational products, and a lot of these things just sit and collect dust," says Glick, who spent much of the late 1980s and 1990s working on coaching products with a twist — personal, one-on-one telephone coaching for buyers of his products. At the same time, he also began to understand how DRTV could help sell such products, and turn them into far more than dust collectors.
Response Moves and Changes Phone Numbers
After Infinite Mind's flagship product — the eyeQ software program designed by Japanese doctor Akihiro Kawamura to improve users' reading and information processing abilities — got its start in the U.S. through sales to schools and colleges, Glick wanted to bring it to a mass audience. "The decision to go to DR wasn't difficult to make," he contends. "We saw SyberVision in the early days, products in the motivational market — it works, and it seemed like a good fit."
Now, as the product experiences the success of the third generation of its infomercial — all produced by Santa Ana, Calif.-based Script to Screen — it's clear the fit was perfect. Using a trial-offer format has worked wonders for eyeQ, and switching hosts from actress Pam Dawber (who hosted the first two infomercials) to DR veteran Pat Murphy-Stark has caused nary a glitch.
For the Record
"Pat's done an outstanding job, but something about the product just resonates," says Tony Kerry, senior vice president of marketing at Script to Screen. "When the first show became a huge success, we did focus groups on that show before we did version two. And it's the same thing this time around. We're already focus-grouping now for a possible version four."
Glick and Kerry agree that rolling out a new version of the infomercial keeps the product fresh and makes tracking the back end easier. "In early 2006, we begin the creative process on the fourth show and should be ready to test by the end of the summer again," Glick says. "DR has given us access to millions of people. It's branded our product and who we are, while getting the product into homes all over the country. Thirty minutes allows us to really explain and demonstrate what the eyeQ can do. The real key is testimonials — how our customers talk about their experiences really sells the product."
- 1. Infomercial Monitoring Service (IMS), a national leader in direct response television monitoring, announces its launch of IMS EspaF1ol (IMSe). IMSe is the first research service to specialize in the monitoring and reporting of Spanish language DR commercials and infomercials. IMSe will publish a monthly report, available through subscription, which ranks and reviews all DRTV activity on national cable Spanish networks. The first monthly report was published on Feb. 1.
- 1. Direct marketing and television production veteran Rus Sarnoff has launched Integrated Marketing LLC, a retained consultancy group focusing on cross marketing strategy and relationship brokerage to the direct response and entertainment industries.
- 1. InPulse Response Group, a leading provider of high quality, results-orientated inbound and outbound sales to the direct marketing industry announced the promotions of Margaret Perez and Matthew Bock — both to director of client relations.
- 1. Imagine Fulfillment Services (IFS), a full service, international, turnkey fulfillment house, announced it has added another 70,000 sq. ft. facility. For more information, visit IFS on the Web at imaginefulfillment.com.
Matthew Bock and Margaret Perez