Savor the Success - Business Network for women entrepreneurs

Save the Date! Psi Bands is going on ShopNBC. And, read below to learn about "the process".

We are excited to announce that Psi Bands will appear live on ShopNBC, a home shopping television network, on Wednesday, 2/11, at the following times:

3am, 8am, and 5pm EST

2am, 7am, and 4pm CST

1am, 6am, and 3pm MST

12am, 5am, and 2pm PST

You can support us by tuning in and purchasing and/or forwarding this information to others who you feel would benefit from Psi Bands.

Psi Bands are stylish, FDA-cleared acupressure wrist bands for the relief of nausea due to morning sickness (pregnancy), motion sickness/travel, anesthesia or chemotherapy.

They make a great gift for anyone in your life who is expecting, loves to travel, or is undergoing medical procedures.

You may watch live here:

http://www.shopnbc.com/onair/Default.aspx?view=watchuslive&cm_re=GN-_-ONAIR-_-WATCHUSLIVE

OR, check your local guide for TV channel information.

The Process!

Let’s start at the beginning, well almost the beginning. We were introduced to a broker rep firm who specializes in home shopping TV network placement.  We had a phone conversation and then submitted paperwork and product samples. After their review, the broker rep firm agreed to represent us and pitched our product to the ShopNBC merchandising team who agreed to give us a whirl. There was no charge to us for this review process -- which is why the broker rep firm must believe in you/your product because they are not going to spin their wheels and spend hours preparing for their in-person presentation unless they believe your product has a strong chance of success.

When the broker rep firm makes the pitch to the buyer, they need to have a large understanding about your product, especially if it’s complicated. (If you are not working with a broker rep, it’s your job to have your pitch nailed and ready to deliver.) You must properly educate your broker rep via phone/in person (depending on logistics) and through the paperwork that you complete. You should be asking questions and getting answers so that you can make the process as seamless as possible and so that you are prepared. Feel free to also think outside the box. If you think something may work on TV, go ahead and suggest it. For example, we felt the Psi Bands dial would be best displayed through our animation – while a voice is explaining the benefits of this feature. They agreed.

You need to understand the home shopping TV network cost structure. Each product category will have different margins (usually ranging from 50-70%). The broker rep will work with you on this, but it is up to you to understand what costs will be incurred so you cover your costs and make a profit. Costs to consider: your product, re-shippable packaging (you provide product ready to ship, the home shopping TV network slaps on a mailing label, and out the door it goes), fulfillment, travel to the TV network for your on-air taping (and, in some cases, you must do on-site training separate from your on-air date so you may need to travel two separate times), product liability insurance, and if you are working with a broker rep, their commission (they are not doing all of this work for free – and they are worth every penny, at least mine is). Be sure to find out what the retail price will be and whether there will be an introductory offer (QVC is big on introductory offers). Best to know all variables upfront. Also find out what their sales goals are so you are on the same page about expectations.  

If the buyer is willing to give your product a chance, you will complete more paperwork. Everything is cleared through their legal department. Once you have a green light, which really comes in the way of a PO, you can start making all the arrangements – fulfillment, travel and grooming. You need to look the part when you go on air (dress according to what you are selling). You need to be groomed – hair, makeup, and nails. QVC might touch up your hair and makeup, but not at ShopNBC. Don’t wear prints, red, or white. Travel with a carry on bag so that if your luggage is lost, you don’t have to scramble. 

You will receive training prior to going on air. You will likely have one chance to prove yourself on air so give it your best shot and let the hostess/host take the lead (this is why they are paid the big bucks) and you follow suit. Be yourself. QVC may give you one, six minute airing.  ShopNBC might give you several, 10 minute airings in one day (your chance for success is, therefore, more likely on ShopNBC). QVC POs are larger than ShopNBCs; however, the larger the PO, the greater the risk because this is a guaranteed sale. If product doesn’t sell, it’s coming back to you.

If you have determined that the risk of going on air is a calculated one, enjoy the amazing process. ShopNBC has a 70M viewership (QVC is higher). Huge exposure! As a small business owner, we could not afford to pay for this type of ad placement. TV is an amazing medium where you have the opportunity to connect with the viewers through visuals, personality, and empathy.

I will blog again (part 2) after my on-air experience.