In this day and time, technology is allowing people to buy anything they desire through the internet. Large e-commerce sites have millions of products that cater to different needs and wants of people.
Yet, ‘as seen on TV products’ are doing quite well despite the fact that everyone thinks these products are bizarre and often times useless.
For a Minneapolis based company, Enhance Product Development, as seen on TV products is a huge business. The company design and develops products in-house and manages to sell them in millions using silly infomercials.
“It certainly has a checkered past,” Enhance President and co-founder Trevor Lambert said of infomercials. “But it’s a powerful medium when it works.”
When looking at these products, you may wonder who comes up with such ideas. At Enhance, the core products are actually made by the people the company employs.
Enhance has an ‘inside inventing program’ that allows its employees to come up with unique product ideas. Many of these products have made it to the public thanks to an open-ended approach by the company.
But the employees aren’t the only ones brainstorming for Enhance, many independent inventors are also working closely with the company to bring their products to the public.
When a product from an independent inventor is accepted at Enhance, the company helps in designing, patenting, licensing, and marketing. When the product sells, these independent inventors receive a portion of royalties.
Huge e-commerce sites like Amazon have created a lot of competition between these companies. But many times, this has actually been a blessing in disguise.
Since anyone can leave a review after buying and using a product from Amazon, the good ‘as seen on TV products’ have a potential to help make companies like Enhance in millions through a single product.
But when negative reviews are left, it can instantly kill a product. This actually helps in finishing off products that are cheap imitations of these products.
The ‘Amazon Effect’ can kill a product really fast,” Lambert said. “People want the product to do what it promises to do, and if it doesn’t work, they’ll leave a review and other potential customers will see that right away.”
For many years Enhance Product Development has developed a good standing through running infomercials. But with smartphones and fast internet connections, the company is now able to market their products to a whole new generation.
When a certain product doesn’t do well on television, the company brings it to the internet and starts marketing it to Facebook, Instagram, Pinterest, and other social media users.
Since these people have different needs and want from individuals who spend most of their time in front of the television, Enhance is able to find a whole new set of individuals to market their products.
To learn more, see some of their reviews.
“If you want to get peoples’ attention today, you really have to have a winner. And that’s what we try and create here every day,” Lambert said.