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Direct Response Marketing

Field Reports

1 Mar, 2008 By: Thomas Haire, Jacqueline Renfrow Response

Greenburg also took the helm as chairman of the Palm Springs Film Festival four years ago and is credited by most in the area for overhauling the event and making it a "must" on the Hollywood festival circuit. More than 119,000 attended the festival in January 2008, a jump of more than 7,000 from the previous year.

"Earl was and is an icon," said Dan Danielson, co-founder of Santa Monica, Calif.-based Mercury Media and a long-time friend and business ally. "He will be remembered most for his leadership, his personality, warmth (when deserved) and panache. He had the ability to work a room and make the appropriate introductions. He was the great dealmaker and relationship builder. He will be sorely missed in our industry, and I don't know if anyone can fill those shoes."

In lieu of flowers, the family requests donations be made to the Greenburg Family Foundation, which is located at 125 E. Tahquitz Canyon, Suite 203, Palm Springs, CA 92262.

Khubani's Talk-Show Streak Is Thanks to Good Products and Better PR

FAIRFIELD, N.J. — Perhaps you've noticed him? The DR expert who keeps popping up on talk-shows espousing "As Seen on TV" products? That's right, TELE Brands' A.J. Khubani has become popular on the national TV circuit.

A.J. Khubani
A.J. Khubani

In recent months, Khubani has appeared on NBC's "Today," ABC's "Nightline" and "World News Tonight," "The View," "Dr. Phil" and other programs. At the same time, a series of TELEBrands products have been reviewed by every major network and in many national magazines. "It's added up to well over the proverbial 15 minutes of fame," he says.

Khubani contends that the positive exposure for DRTV products is long past due. "Exposés on news magazines like '20/20' have skewered direct selling companies in the past," he says. "You might have seen company owners running through parking lots screaming, 'No Comment!' on these shows. However, when your ideas are good, your products are effective and your policies deal fairly with customers, working with the media to attract positive publicity can be tremendously beneficial to your company."

Khubani believes his recent run of TV exposure is due to a combination of successful products and insightful PR assistance. "My company works with two agencies, which are constantly proposing story ideas about my products to their contacts with television producers, magazine and newspaper editors, Web site producers and other media gatekeepers," he says. "While you can try to go it alone, I generally don't recommend it."

He also says having a great story angle helps when seeking media exposure. "It's often not enough to just pitch a story about yourself or your product," he says. "Think about what would be of interest to the medium's audience. For example, when I was on 'Dr. Phil,' the show was about how people could be successful developing inventions."

At the same time, it's not just enough to earn an appearance. "I recommend that anyone who is interested in targeting TV seek out a good media trainer. For a few hundred to a few thousand dollars, a trainer can help you become more polished and sure of yourself," contends Khubani.

Once you're booked and ready, what's the final payoff? "Every time I demonstrate a product on TV, we see a measurable increase in sales,"he says."While the results tail off in a day or two, we can count on a lingering, more marginal increase for about a week after the broadcast airs or story runs."

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