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American Entrepreneurship Today

“I’m Not Dead Yet!” Funny Feminist, Collette Liantonio, Receives Lifetime Achievement Award

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For Immediate Release:

BOONTON, N.J. (October 17, 2014) – The Electronic Retailing Association (ERA) honored Collette Liantonio, President and Creative Director of Concepts TV Productions, with its 2014 Lifetime Achievement Award.  Liantonio accepted the award during the Moxie Awards Gala on Thursday, Sept. 18, 2014 at the Wynn Las Vegas.

“I am honored and humbled to be this year’s recipient of the Lifetime Achievement Award,” Liantonio says.  “It has been a great privilege to be a part of the DRTV revolution, and to work with so many talented clients and vendors whom I now view as family.  I am proud of our history and excited for our future.”

The Lifetime Achievement Award goes to a member of the association whose work is acknowledged by colleagues and the public as having a visible impact on the industry.  Past honorees include Jeffrey Knowles, Kevin Harrington, Katie Williams, Billy Mays, Earl Greenburg, Rob Woodrooffe, Tim Hawthorne, Greg Renker, Joe Segal, Suzanne Somers, Mike Levey, and Ron Popeil.

“Collette Liantonio is an innovator in every sense of the word,” says ERA president and CEO Julie Coons.  “She has not only helped to elevate direct response marketing through her creative contributions, but as a highly successful entrepreneur and thought leader, she has helped pave the way for women to grow and prosper in this industry.”

Indeed, in her acceptance speech, Liantonio humorously recalled some of the trials and tribulations she has encountered as a female entrepreneur in a man’s world including a potty-training toddler who interrupted a sales meeting to show Mommy her new accomplishment.  “I clapped… My potential clients clapped… We didn’t get the job.”

Those bumps in the road only made Liantonio more determined as she went on to build an infomercial dynasty.

Since launching Concepts TV Productions in 1983, many of her DR spots and infomercials have become legends, such as Ambervision, Bedazzler, Pajama Jeans, Contour Pillow, and the George Foreman Grill.  Some of her latest hits include BeActive, Veggetti and Cat’s Meow.  Concepts TV has won more than 150 awards, and their spots have featured celebrities such as Montel Williams, Joe Namath, Wayne Gretsky, Arnold Palmer, and Fabio.

But as Liantonio infamously stated in her speech, “I’m not dead yet.  I’m having way too much fun and the best is yet to come…”

Liantonio was recently named among the 25 Most Influential People in DRTV, and one of the Top 150 Leading Women Entrepreneurs by New Jersey Monthly.  She serves on the Editorial Advisory Committee (EAC) of Electronic Retailer, and has served twice on the ERA’s Board of Directors.  She is also a member of the Women Presidents’ Organization (WPO), the Woman’s Business Enterprise National Council (WBENC), and the Women-Owned Business Enterprise for New York City (WBE).

Concepts TV Productions, based in Boonton, N.J., is one of the world’s most experienced producers of commercials and infomercials. Inspired by our motto, “hit after hit,” we are dedicated to developing and producing the most profitable and dynamic Direct Response and Brand Response commercials for our clients. We pride ourselves on creating those unforgettable “magic moments” that help build brands, leaving a lasting impression on the audience.

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CONTACT:           Concepts TV Productions         Kristy Pinand                               (973) 331-1500

 

To read full article, please click here

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POSITIVE POST IT DAY!

Caitlin Prater-Haacke was a typical high school student in Alberta, Canada until something atypical happened to her – cyberbullying. A hurtful message urging her to die posted on her Facebook feed. Instead of getting even; she got positive. In retaliation, she took to Post Its; writing a positive message for everyone in her school and hanging them on their lockers. Read more

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CONCEPTS TV THINKS PINK FOR BREAST CANCER AWARENESS

Fact: One in 8 women will be diagnosed with breast cancer.

Fact: Breast cancer does not discriminate. All women are at risk.

Fact: October is Breast Cancer Awareness month. Our best defense is early detection…

Read more

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Concepts Climbs to Victory with Maxi Climber on Patch.com!

Concepts Climbs to Victory with Maxi Climber!

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For Immediate Release:

Las Vegas, NV (October 14, 2014) – It was a big night at the 2014 Moxie Awards for Concepts TV Productions, a New Jersey DRTV (Direct Response Television) agency. Not only did their President and Creative Director, Collette Liantonio, win the Lifetime Achievement Award, their company brought home the award for Best International DRTV Campaign for Maxi Climber.

“We pride ourselves on developing uniquely creative concepts that lead to memorable TV moments,” says Liantonio. “We turn products into household names and create internationally recognized brands for our clients.”

Concepts produced Maxi Climber for INOVA, a top marketing company in Mexico.

Maxi Climber encourages viewers around the world to climb to greater heights in their workout routines. Using the Gravity Vault (a rock climbing facility in Chatham, NJ) as the backdrop to the infomercial, Concepts creatively demonstrated how closely this revolutionary exercise machine emulates the actual sport.

“Part of the thrill in producing a Fitness Long Form is making your product stand out,” says Jim Nolan, VP and Senior Editor, Concepts TV. “With INOVA, we came up with an amazing hook: Maxi Climber works the same muscles you use when rock climbing. This allowed us to style the infomercial with dynamic rock climbing visuals, including shooting on-site at a rock climbing facility and on location in California and South Beach, Miami for first time user reactions across the country. It makes Maxi Climber very memorable.”

This winning creative combination of exercise and entertainment translated into international sales and artistic accolades. Packed with excitement and adventure, this infomercial truly rocked!

“We strive for excellence with each and every spot,” says Liantonio. “Although it is so exciting to be recognized for creative achievement, we always make sure the product is really the star.”

These awards will join the other 150 awards in Concepts’ trophy case.

Concepts TV Productions, based in Boonton, N.J., is one of the world’s most experienced producers of DRTV commercials and infomercials. Its direct marketing expertise has helped our clients achieve billions of dollars in sales. Many infomercials have become direct response television legends as a result of outstanding sales success.

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CONTACT: Concepts TV Productions
Kristy Pinand
(973) 331-1500

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This Boss is a Trip!

Are you singing the summertime blues?  As we dive head-first into fall, employees across the country are in a state of regret as unused vacation days continue to accumulate.  In fact, according to U.S. Travel Association, 40 percent of U.S. workers don’t plan on using all of their Paid Time Off (PTO) this year.  Read more

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Funny Feminist, Collette Liantonio, Recieves Lifetime Achievement Award!

“I’m Not Dead Yet!”
Funny Feminist, Collette Liantonio, Receives Lifetime Achievement Award

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For Immediate Release:
BOONTON, N.J. (October 13, 2014) – The Electronic Retailing Association (ERA) honored Collette Liantonio, President and Creative Director of Concepts TV Productions, with its 2014 Lifetime Achievement Award. Liantonio accepted the award during the Moxie Awards Gala on Thursday, Sept. 18, 2014 at the Wynn Las Vegas.
“I am honored and humbled to be this year’s recipient of the Lifetime Achievement Award,” Liantonio says. “It has been a great privilege to be a part of the DRTV revolution, and to work with so many talented clients and vendors whom I now view as family. I am proud of our history and excited for our future.”
The Lifetime Achievement Award goes to a member of the association whose work is acknowledged by colleagues and the public as having a visible impact on the industry. Past honorees include Jeffrey Knowles, Kevin Harrington, Katie Williams, Billy Mays, Earl Greenburg, Rob Woodrooffe, Tim Hawthorne, Greg Renker, Joe Segal, Suzanne Somers, Mike Levey, and Ron Popeil.
“Collette Liantonio is an innovator in every sense of the word,” says ERA president and CEO Julie Coons. “She has not only helped to elevate direct response marketing through her creative contributions, but as a highly successful entrepreneur and thought leader, she has helped pave the way for women to grow and prosper in this industry.”
Indeed, in her acceptance speech, Liantonio humorously recalled some of the trials and tribulations she has encountered as a female entrepreneur in a man’s world including a potty-training toddler who interrupted a sales meeting to show Mommy her new accomplishment. “I clapped… My potential clients clapped… We didn’t get the job.”
Those bumps in the road only made Liantonio more determined as she went on to build an infomercial dynasty.
Since launching Concepts TV Productions in 1983, many of her DR spots and infomercials have become legends, such as Ambervision, Bedazzler, Pajama Jeans, Contour Pillow, and the George Foreman Grill. Some of her latest hits include BeActive, Veggetti and Cat’s Meow. Concepts TV has won more than 150 awards, and their spots have featured celebrities such as Montel Williams, Joe Namath, Wayne Gretsky, Arnold Palmer, and Fabio.
But as Liantonio infamously stated in her speech, “I’m not dead yet. I’m having way too much fun and the best is yet to come…”

Liantonio was recently named among the 25 Most Influential People in DRTV, and one of the Top 150 Leading Women Entrepreneurs by New Jersey Monthly. She serves on the Editorial Advisory Committee (EAC) of Electronic Retailer, and has served twice on the ERA’s Board of Directors. She is also a member of the Women Presidents’ Organization (WPO), the Woman’s Business Enterprise National Council (WBENC), and the Women-Owned Business Enterprise for New York City (WBE).
Concepts TV Productions, based in Boonton, N.J., is one of the world’s most experienced producers of commercials and infomercials. Inspired by our motto, “hit after hit,” we are dedicated to developing and producing the most profitable and dynamic Direct Response and Brand Response commercials for our clients. We pride ourselves on creating those unforgettable “magic moments” that help build brands, leaving a lasting impression on the audience.
# # #

CONTACT: Concepts TV Productions
Kristy Pinand
(973) 331-1500

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Continuity Program

ERA’s 2014–2015 Board will build upon strategic initiatives designed to keep the association strong for years to come.

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Each year, ERA cycles in a new Chairman and Board, bringing new perspectives while ensuring continuity with three-year member terms. At the D2C Convention last month, Elliott Segal officially ended his term as chairman, having spearheaded the association’s embrace of digital marketing channels and other strategic initiatives. Chris Reinmuth, vice president of Midmarket Sales at Meritus Payment Solutions, now takes over, promising an activist term.

Reinmuth is ERA’s first chairman from the payment-processing industry, and plans to expand the association’s advocacy to meet the growing regulatory pressure on payment processing. Reinmuth will expand upon Segal’s initiatives to tap new markets and “grow the association into a more digitally relevant association that understands the ever-changing needs of our customers,” he says. “My No. 1 goal is to position our association as the group that will be the leader in direct response for another 25 years.”

Supporting Reinmuth in that goal is a cross-section of some of the industry’s most seasoned experts and entrepreneurs who have the drive to make ERA succeed for decades to come. Again this year, Electronic Retailer reached out to new and returning Board members to discuss their reasons behind serving, the key issues they hope to address this year, and what they believe ERA must do to ensure future growth. Here’s what they had to say.

ER: As a new Board member, what goals have you set for your tenure?

Shannon M. Moyer: To contribute in a meaningful way by offering a fresh perspective. I believe my experience as associate general counsel at QVC—where I have been intimately involved in government affairs activities for several years and have worked on a variety of legislative/regulatory issues such as online sales tax and privacy/consumer protection—will allow me to bring a useful and unique perspective to the Board.

ER: What inspired you to serve on the Board?
Katie Williams: Since my early days in DRTV—way back in the dinosaur age [before] online marketing—I have recognized the importance of a trade organization that provides a voice on behalf of the reputable companies in our industry. The work that ERA does today on behalf of the electronic retailing, home shopping, and DRTV industry is vital.

Moyer: To gain a perspective of how other electronic retailers—of different sizes, with different product offerings, and using different means of marketing—view and address common issues and obstacles.

Collette Liantonio: I wanted to serve on the Board to help acknowledge and spearhead the new mission. The DRTV industry must embrace contemporary media methods in order to stay current and modern. We have to evolve with the times in order to stay successful, and embrace mainstream media.

Richard Wechsler: I believe that the association [can] make a difference to the membership, and that I [can] help guide that. This is a very exciting time for ERA, and it’s a privilege to be a part of stewarding that change.

ER: What impressions did you come away with after your first year on the Board?

Jane Dyer: I was truly impressed with the incredible group of passionate leaders working hard to shape the ever-evolving industry. It has been an amazing opportunity to learn, contribute, and share my experience and industry knowledge. Until you get involved, it is hard to understand how many issues ERA touches, and how vital the organization is to industry growth.

Liantonio: After my first year on the Board, we realized the importance of contemporary media methods and worked together to utilize new media strategies. It is imperative that we continue to embrace new media such as Twitter, LinkedIn, Facebook, Instagram, and so on in order to create a higher-performance hybrid, integrating DRTV practices with interactive Web-based marketing.

Christopher Hearing: While ERA has challenges ahead of it as our industry continues to evolve, I’ve been pleased to see that the management team understands those challenges and is committed to overcoming them. There is a clear sense of purpose on the Board and among the management team that evolution is critical to our long-term success.

Wechsler: The most lasting impression after serving my first year on the ERA Board is how much the association does.

Babak Azad: Given that as an industry, we needed to make a pretty aggressive shift, I was pleased with the Board’s and staff’s desire and responsiveness to do so. It won’t happen overnight, but if you look at the agenda for this year’s D2C event, I think the sessions scheduled are reflective of this shift. I am a firm believer that in a world that is rapidly changing, you have to be a part of that change—or else it will happen to you as opposed to with you.

ER: How do you feel your involvement has benefited ERA members?

Liantonio: I’ve been in business for more than 30 years, earning wisdom in the direct response industry; I know who we are and what we’re about. When you couple that with my entrepreneurial spirit and my thirst for technological trends, I am an asset to the Board as we try new things to build and expand our industry. Just recently, I helped initiate the PR Council for ERA.

Hearing: I participated in both stages of the Strategic Plan development over the past year. While [ERA President] Julie [Coons] and her team did the bulk of the work, I was able to put my planning skills to use to help guide the process and ask the right questions along the way to make sure we came away with an actionable plan that will propel ERA forward.

Azad: My biggest priority was helping drive the emphasis toward digital. [The fact] that a number of Board members were pushing this initiative so strongly drove this shift.

Williams: I’ve owned leading businesses in different sides of the industry—on the agency side, the client side, and both the domestic and international sides. I understand the issues of all these different business segments, and can represent their viewpoints. I’m also passionate about embracing the digital marketing world—an important focus of ERA.

Wechsler: Members benefit [from] the entire Board and ERA staff. I can’t single myself out. But I can say that this Board is very passionate, and committed to challenging the association to be better in all areas.

ER: What do you think is the Board’s most significant accomplishment of the last year?

Dyer: Recognizing that the industry is evolving into an omnichannel environment and what strategies can we put into place to be more valuable to its members.

Liantonio: We are embracing new media, new technology, and new beginnings in order to ensure our industry grows. We are changing the perception of DRTV and becoming a visionary element in multichannel campaigns.

Hearing: The Board has pushed the management team to address the long-term challenges facing our industry. Industry evolution presents a unique opportunity for ERA to get in front of the change and lead members through education and communication. Our members will [have seen] tangible evidence of our evolution at the D2C Convention as we address this evolution head-on with a focus on digital transformation.

Williams: You’ll see the Board’s emphasis on multichannel reflected in the educational tracks for D2C. ERA’s educational programs have always been strong. At every session, I get at least five profit-generating ideas for my company. I only wish I had time to attend all the sessions.

Wechsler: The Board’s success is represented by the association’s accomplishments. Legislatively, it may have been our successful efforts to have the FCC maintain its current negative-option rules—that was really important. In terms of events, the D2C Convention, The Great Ideas Summit, and the Government Affairs Fly-In were successful on all levels. We’ve made significant strides in content.

ER: What do you see as the most important issues ahead for ERA?

Dyer: It is important that ERA remains a relevant organization and we need to focus on ways to increase the membership. We need to remain vigilant in our self-regulation programs and advocacy on Capitol Hill.

Moyer: I see the potential for expansive and potentially overreaching regulation to be a key issue for ERA and its members, particularly in the areas of consumer privacy and data protection. While additional regulations are well-intended, they can often have unintended consequences that adversely affect retailers and consumers alike. It is crucial for ERA to partner with regulators to ensure that regulators understand the implications of proposed regulations, and that such regulations are tailored in such a way to achieve their commendable goals without imposing undue burdens.

Hearing: In addition to the changing nature of our industry, the expanding footprint of the regulatory environment is a threat to all of us. The Department of Justice’s Operation Choke Point poses a very serious risk to our service providers and as a result, poses a serious threat to all marketers. Even if a company is doing everything the right way, it is easy to foresee becoming entangled in a regulatory net due to the actions of a completely unrelated company that doesn’t play by the rules.

Azad: We can’t forget about our government legislation efforts, which are a crucial part of maintaining our ability to market, while we continue to adapt in the TV, digital, and retail worlds where we market to our customers.

Wechsler: Supporting and strengthening ERSP, our self-regulatory program, is a critical issue that can’t be taken for granted. In terms of education, the association needs to lead membership into the digital age. And I believe we need to set up mechanisms to allow the membership to speak directly to the association and the Board.

Williams: Counterfeits have cost the businesses in our industry hundreds of millions of dollars over the years. I would like to see more companies join our small but determined Anti-Counterfeiting Committee. Regulatory agencies have heightened their activity, and it’s imperative that ERA’s advocacy continues and strengthens. And ERA should lead the charge in establishing self-regulation guidelines for the online world.

Our industry is in a time of transition. Channel dilution and changes in TV viewership have resulted in lower ROIs from TV advertising, but at the same time, it’s difficult to generate an equivalent impact on awareness and sales via digital media. Our members are eager to find ways to thrive in a multichannel environment.

ERA’s 2014–2015 Board
Chairman of the Board: Chris Reinmuth, vice president of Midmarket Sales, Meritus Payment Solutions
Outgoing Chairman: Elliot Segal, vice president, International Products, Guthy-Renker, LLC
President and CEO: Julie Coons
Chairman-Elect: Gregory J. Sater, partner, Venable LLP
Secretary: Patty Booth, president, Thane Direct Canada, Inc.
Treasurer: Brian Archibald, president, Provida Life Sciences

Board Members:
Babak Azad, senior vice president, Media & Acquisition, Beachbody, LLC
Gerald A. Bagg, CEO, Quigley-Simpson
Jeff Campbell, chief operating officer, UFC Fit
Jane Dyer, vice president, Merchandising, HSN, Inc.
Christopher Hearing, president, Direct Holdings Global
Poonam Khubani, vice president, TeleBrands International
Collette Liantonio, president, Concepts TV Productions, Inc.
Brandon Lewis, president, EvTech
Shannon Moyer, associate general counsel, QVC, Inc.
Marina Randolph, Murad, Inc.
Richard Wechsler, president and CEO, Lockard & Wechsler
Mike Wells, director, Zestify Media, Ltd. (ERA Europe Representative)
Katie Williams, president, Ideal Living

– See more at: http://www.electronicretailermag.com/2014/10/continuity-program/#sthash.c4h1Pw1Y.dpuf

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ERA, Industry Experts Talk Infomercials With MainStreet.com

How Startups Earn Millions at Infomercials, TV Shopping Networks and Walmart

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NEW YORK (MainStreet) — Tony Little’s first infomercial in 1993 earned him $150 million in retail sales. Not bad for a now 58-year-old body builder.

“It was a series of three videotapes called ‘Target Training’ with me leading one-on-one exercise workouts,” Little told MainStreet.
After paying some $250,000 to National Media to produce the series and $100,000 to test, Little’s company has earned $4 billion in worldwide sales.

“I’m currently looking at the short form infomercial market for several product categories that are successful on the Home Shopping Network,” said Little, whose product categories include fitness, fashion, wellness, nutrition and motivation.

Infomercials alone constitute a $150 billion market and each dollar spent on direct marketing yields a return on investment (ROI) of $12 compared to $5 from non-direct marketing, according to the Electronics Retailing Association (ERA).

“Anyone can come up with a product,” said Julie Coons, president and CEO with the Electronic Retailing Association (ERA). “Shows like ABC’s ‘Shark Tank’ highlight budding inventors who dream of marketing that hit product or service; however, it’s not that easy to just make an infomercial and assume it will be successful right from the start.”

While barriers to entry into the infomercial industry may only be financial initially, certain products sell better than others.

“Real estate and stock market analysis products are ideal for infomercials, because the seller can be proactive in warning about risks,” said Collette Liantonio, president of TV Concepts Productions.

Other products that sell well include books, tapes, exercise equipment, kitchen, cleaning and beauty products.

“Infomercials showcase whole segments of books and offer reviews by people who have used and enjoyed the infomercial system,” Liantonio told MainStreet.

However, the infomercial industry is not without its checks and balances.

“The testimonials you see should be truthful and accurate,” Coons told MainStreet. “Any testimonial that is too good to be true is subject to review and disciplinary action by the government and our industry self-regulation program.”

Products successfully sold with infomercials can find shelf life and new sources of revenue at retail stores such as Walmart, Walgreen and Target.

“The last five years have been an exciting time of change,” said Coons. “There has been a strong move for infomercial products to be offered at retail stores in As Seen On TV sections.”

For example, Sue Ismiel created Nad’s hair removal gel in her kitchen in the 1990s.

“You need to make the audience believe that you have created a new world from a place of frustration,” said Ismiel, CEO with Sue Ismiel & Daughters. “The unwanted hair problem was the frustration for me. The story of a mother’s love for her daughter and doing something about the frustration is what connects with the viewers.”

Today Nad’s is advertised in 30- and 60-second commercials directing the consumer to retail stores.

“Once the product hits retail shelves, the heavy investment in long-form infomercials is not necessary,” Ismiel told MainStreet.

With or without an infomercial in tow, not just any product can find its way to shoppers at retail storefronts, such as Target, Walmart, Win Dixie, Walgreens or HEB.

Winning the Shelf Placement

The Global Market Development Center (GMDC) out of Colorado Springs hosts conferences twice a year to help facilitate deals between suppliers and service companies who pitch their products to retail buyers.

“We have companies that go from very small to millions of dollars,” said Mark Mechelse, director of industry insights and communications with the GMDC. “They need to be ready to write orders after pitching because if they don’t, they can lose business.”

Some 600 supplier members paid $2,500 to attend the general merchandise conference in San Antonio this month where they pitched up to 85 retailers at the JW Marriott Conference Center.

Entrepreneurs displayed their pet toys, collapsible Tupperware, non-food items, baby products, kitchen wares and gifts. GMDC will meet again in Orlando and Phoenix in 2015.

“We don’t get involved in infomercials or advertising,” Mechelse told MainStreet. “There could be companies here that have As Seen On TV products but it’s a small part of what we do.”

One advantage of infomercials is that entrepreneurs can price their products higher than when advertising with a mere TV commercial.

“It is harder to get an impulse buy for a high-ticket item from a short commercial,” said Liantonio. “People aren’t as likely to spend $99 after watching just two minutes of an advertisement. You also can’t get a sense of a special book or tape from a short commercial.”

“Overnight is great because viewers are bored, have insomnia or work unusual hours,” Liantonio said. “Saturday and Sunday mornings are ideal, because people can watch half hour segments at their leisure.”

–Written by Juliette Fairley for MainStreet

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A Tribute Video to Collette Liantonio on her Lifetime Achievement Award!

The Electronic Retailing Association (ERA) awards Collette Liantonio, President of Concepts TV Productions, with the esteemed 2014 ERA Lifetime Achievement Award. This tribute video was played during a special presentation at the Moxie Awards Gala at the 2014 ERA D2C Convention at the Wynn Hotel, Las Vegas.
The Lifetime Achievement Award is awarded to a deserving member whose work has had a visible impact on the industry and has been acknowledged as doing so by other colleagues in the industry and the public at large. Previous honorees include Kevin Harrington, Katie Williams, Billy Mays, Greg Renker, and Ron Popeil.

 

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Homeworld Business features Collette Liantonio being honored with the Lifetime Achievement Award!

Concepts TV’s Liantonio Honored By ERA

Monday September 15th, 2014 – 12:28PM

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LAS VEGAS— The Electronic Retailing Association (ERA) will honor Collette Liantonio, president of Concepts TV Productions, with the 2014 ERA Lifetime Achievement Award. 

Liantonio will be recognized during a special presentation at the Moxie Awards Gala on Thursday, September 18, 7:00 p.m. at the 2014 ERA D2C Convention at the Wynn Hotel, Las Vegas. 

The Lifetime Achievement Award is awarded to an ERA member whose work has had a visible impact on the industry and has been acknowledged as doing so by other colleagues in the industry and the public at large, according to ERA. Liantonio will join past honorees Jeffrey Knowles, Kevin Harrington, Katie Williams, Billy Mays, Earl Greenburg, Rob Woodrooffe, Tim Hawthorne, Greg Renker, Joe Segal, Suzanne Somers, Mike Levey and Ron Popeil. 
To read full article please click here —> Homeworldbusiness