To help you better determine when the timing is right, here is some insight for when to give up equity in your business.
Be Swept Up Or Swept AwayLaugh all you want at those crazy TV commercials touting the latest and greatest gadgets, but the As Seen on TV industry is a $350+ billion market.
For more than 30 years, Trevose, Pennsylvania, marketer Bill McAlister, CEO of Top Dog Direct, has been laughing all the way to the bank with some of the most popular As Seen on TV creations, including Mighty Putty, BeActive Brace, Spray Perfect, Futzuki, Stream Clean, Urine Gone and Sobokawa Cloud Pillow. Top Dog Direct even went to the Mojave Desert to pull a plane using a Mighty Putty product.
What Else Is Already Out There?
What does it mean to you and your company to be one of the top nominees for the DRMA Marketer of the Year Award?
We are very honored to be selected. We are a small DRTV company that concentrates on a few projects a year and been very lucky to have a successful product each year. We thank our network of inventors and developers for our success and for their trust in us to do the best for their projects.
What was the most significant accomplishment in the past year for your company?
For the first time in our history we have had three products in the Top 25 at the same time, Tag Away, Night View NV and BeActive.
How did the successful products you had over the past year fit within the overall concept behind your company? Were any of those products so successful that they changed the way you do business? If so, how?
Night View NV, Tag Away and the BeActive Brace all solve important problems for our customers at a compelling value. They all fit our criteria for success that we stick to. Although we hate to do it for environmental and financial reasons, we had to use airfreight more often than we would have liked to satisfy overwhelming consumer demand.
Why do you think your business has continued to respond well in an extended sluggish economy?
When you are solving real problems for a mass-market audience with a unique product for a compelling value in a compelling commercial, the consumer will always respond.
What is your outlook for the next 12 months? What are the top items in your pipeline?
Several inventors have entrusted us with some outstanding products to take to market, but I would be insane to disclose those in our extremely competitive industry.
How has technology changed the way your company does business in the past 12 months? How will it in the next 12 months?
Yes, the Internet is playing a much larger role in the marketing mix and mobile devices are leading the way. It requires that you be flexible in your methods and practices even when you think they are currently working well.
What types of products and services are best equipped to survive — and even thrive — in 2015?
Products that solve real problems for a mass audience and solves them well will always be winners in spite of the economy or technological advances. When we questioned that premise in the depths of the Great Recession we had one of our greatest hits with Tag Away.
Bye For Now,
Steve