Fairfield Chamber
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Business of the Month

hawthorne direct

http://www.hawthornedirect.com/

CONNECTING COMPANIES WITH CLIENTS - MILLIONS AT A TIME

Standing out and thriving in the crowded, often-precarious world of direct response television and infomercial marketing requires, above all, an experienced and dedicated group of professional direct marketing experts.

For the past 16 years, led by infomercial pioneer Tim Hawthorne, our company has held the leadership position as the premier full-service direct response television (DRTV) advertising agency. Managing over 350 DRTV campaigns, from entrepreneurs to Fortune 500, we've led the way in best practices for the industry - from killer direct marketing creative and copy, to ground breaking TV commercials, to aggressive and meticulous media buying and management, to memorable customer service.

We're pleased to share much of what we know in this web site. We encourage you to look around and contact us with any questions.

hawthorne to the rescue! We are here to help manage the entire process - seamlessly - to ensure your campaign is as successful as possible.

We provide a full menu of services and one central point of contact, to simplify the process and bring our years of expertise to every aspect of your campaign.

MARKETING PLAN DEVELOPMENT

We can help create a comprehensive marketing plan to help get your product off to a solid start.

PRODUCT POSITIONING

The way your offer is structured - price, payment plan, premiums and upsells - is generally what makes a consumer reach for the telephone - or not. With more than 350 shows under our belt, we know what sells and what doesn't. We'll help determine the best positioning, price point and offer to generate the most response. In many cases, we recommend testing different offers to determine what will work best for the rollout.

OFFER DEVELOPMENT

Otherwise known as the "offermasters" - clients and even production companies turn to us to help create offers that are compelling.

PROFITABILITY ANALYSIS

As a new client of hawthorne you are provided with a profitability analysis free of charge. Our exclusive "Financial Forecaster" program was the first in the industry and gives you a highly detailed overview of various financial scenarios by month depending on how consumers respond to your campaign.

CREATIVE AND SCRIPTING

Our staff is experienced in direct response... this means knowing how to develop a creative that will motivate consumers to take action. Our agency believes in keeping the client very involved in the entire creative process - getting input and approval at dozens of checkpoints along the way.

PRODUCTION AND POST PRODUCTION

hawthorne is unique in that we have a full post-production studio in-house, providing our clients with access to the best possible technology available at very reasonable costs. This positioning also provides us with the flexibility to produce campaigns in-house or to utilize one of our producer/director/writer/studio alliance partners from across the country to accommodate any creative campaign.

MEDIA FUNDING

Every new business needs cash. And, there are many costs associated with entering the DRTV marketplace. We can help you get the funding you need as cost-effectively as possible, to take your business to the next level.

Media funding is available for shows that have tested successfully, to enter the rollout phase. This helps to ensure that the campaign is supported by adequate media spending, without losing control of or equity in your product.

INVENTORY FUNDING

You need a sufficient level of inventory before you start selling your product over television. Consumers expect to receive their orders quickly, but it can take a few months before you start seeing a profit from your TV sales. Inventory funding is a service we have added to help manage that process.

MEDIA PLANNING, BUYING AND MANAGEMENT

hawthorne direct is one of the industry's op media time buyers. Our media staff is one of the largest and most experienced in the business. We have launched more than 350 DRTV media campaigns in all major product categories for Fortune 500 clients as well as start up companies. We currently air on more than 1000 distinct venues including National Cable, U.S. Broadcast, Regional Sports networks and Canadian stations. We have more than 15 years of historical data in our database. We buy and manage media based on bottom-line profitability.

TELEMARKETING, FULFILLMENT AND MERCHANT ACCOUNT MANAGEMENT

Commonly referred to as the "back end" of a campaign, the telemarketing, fulfillment and successful campaign, calls are answered promptly, 800 numbers are reported and tracked accurately, inquiries are converted to orders whenever possible, credit card information is recorded accurately, callers are buying the upsells and orders are shipped and billed quickly and accurately. Our management of these operations helps ensure you are working with quality service providers and the campaign is running as smoothly as possible.

hawthorne direct has relationships and on-line access to p telemarketing, fulfillment and payment processing companies who have decades of experience in direct response television. We can coordinate and manage the entire back end process and assist in selecting the best companies for a campaign, negotiating the best rates and handling the program set up to ensure maximum response.

TOLL FREE NUMBER ASSIGNMENT AND TAPE TRAFFICKING

In order to determine how your campaign is working, it is critical that orders are sourced back to individual stations and telecasts. A feature of our TimeTrack media analysis software includes receiving electronic data from the telemarketer each night. Orders are matched by zip code, 800# and several layers of information to the appropriate telecast or flight in our system.

Specific traffic instructions are sent to our stations with each tape, to ensure that your program airs according to schedule, in the right time period or flight and with the correct 800#. Each telecast is "followed up" after airing to double check that these instructions were followed. Any "problem telecasts" are turned over to a staff of researchers who work with the stations to resolve any discrepancies.

TAPE DUPLICATION

We duplicate hundreds of tapes on a weekly basis. Because we use our own digital in-house facility, we have the flexibility to meet tight deadlines and take advantage of last-minute firesales and discounted media.

WEB SITE DEVELOPMENT, HOSTING AND MANAGEMENT

hawthorne direct is a leading web site developer and marketer specializing in building web sites for products that are advertised via DRTV. After building your web site, we initially draw traffic to it by placing your web site address (URL) on the order tag inside your commercial. Therefore, customers are given the option to order online in addition to ordering with an 800 number. These online sales are a substantial addition to those taken at the 800 service - anywhere from 5% to 15% of DRTV sales. We can also conduct sophisticated bulk e-mail campaigns and pay-per-click search engine registrations to drive additional traffic to your web sites. Web sales are fulfilled in the same manner as DRTV sales.

INTEGRATED MARKETING

To generate maximum profits, you generally want to use other marketing channels in addition to direct response television to sell your products. Powerful synergies can be forged between DRTV marketing and other marketing channels. This process, known as Integrated Marketing, often is the key to a winning marketing strategy for any given product. In addition to significantly increasing your customer base and lifetime value of each customer, Integrated Marketing can leverage your DRTV media buy dollar. This leveraging is created when your DRTV advertising generates consumer awareness in other marketing channels in addition to implement your integrated marketing strategy to provide you with one-stop shopping for all of your marketing needs.