Field Reports1 Oct, 2008 By: Thomas Haire, Jacqueline Renfrow Response
What do you consider the most successful campaign you've worked on and why?
KHUBANI: I think we just keep on getting better. PedEgg was a very successful campaign and now PediPaws, which we just launched, looks like it's going to be great! It's just because we continue to fine-tune what we do. We've been fine-tuning for 25 years. And, really, this particular model, where we launch products in DRTV and then into retail and around the world, we started getting the hang of it in 1990. PedEgg is a household brand now.
TELEBrands has had an incredible run of hit products, but in the past five years, it seems your successes have grown even more widespread and have come more often? What do you attribute your company's longevity to? And what do you credit the most recent run of success to?
KHUBANI: I credit experience. After 25 years of experience, you know how to do something. And I continue to be excited about the business. If you get bored, you're not going to continue to be successful. It's still exciting after 25 years.
The longevity of the business? I credit that to my own personal interest in the business. It hasn't diminished. It's a very exciting business. The next big hit is always just around the corner.
What is the most satisfying event for you during the past 25 years in business, and why?
KHUBANI: There's a recent satisfying moment — last week, we made our last payment to the creditors from our bankruptcy. It was very satisfying to finally have that behind me. It's like making your last mortgage payment. I'm very proud we made it through the bankruptcy and paid everybody according to the plan. This year, coincidentally, is the best year we've had in 25 years.
Where would you like to see TELEBrands in 2033?
KHUBANI: I see TELEBrands as a consumer products company, somewhat like other consumer products companies. Procter & Gamble has been around for decades, centuries (since 1837). There's always going to be demand for consumer products. How we market those products may change as media changes. Today, we spend more money on Internet marketing than we spend on television marketing. It's a matter of getting people to understand the product and getting people to buy it. The channels of advertising and the channels of distribution may change, but there will always be a demand for consumer products.
TELEBrands leaders Mike Travis, Bala Iyer, A.J. Khubani, Raj Shahani and Shail Prasad celebrated the company s 25th anniversary during the Electronic Retailing Association (ERA) convention in September.
What is your personal plan for the next five years, whether with TELEBrands or in other areas of your life?
KHUBANI: I think we're on a very good path at the moment. Too many companies think about heading in different directions, but when things are going well, there's no need to go in a different direction. I think we will continue to do what we're doing, and continue to fine-tune it.
It seems like the deeper we get into it, the more we understand the business. After 25 years, there's still a lot of understanding left to be had. The more we understand it and the deeper we get into it, we find that the opportunities are right here, rather than lurching in different directions. I think we're going to see tremendous growth as we continue to fine-tune what we do.