by Kristy Pinand-Dumpert, Vice President of Sales and Marketing, Concepts TV Productions

I for one wake up in the morning and sometimes just want to stay in my pajamas. After all- what’s more comfortable than lounging around in your pj’s? And I’m pretty sure wearing my pajamas out in public or to work WILL get me some attention. Negative attention that is. All I have to say if thank goodness there’s Pajama Jeans!!

Concepts TV is always presented with new and exciting products but selling jeans on TV is a first! When DRTV Marketing mogul, Hampton Direct, sent us the product, we were cautiously optimistic about this infomercial. Stylish, sexy looking jeans that feel as soft and comfortable as pajamas? I mean seriously, does it get any better? BUT at a $39 price point in short form and a choice of 8 different sizes, it definitely had it challenges. But DRTV veteran Collette Liantonio loves a challenge. Her creative background combined with Steve Heroux’s marketing acumen and the offer building expertise of Sonia Makurdsik, a marketing consultant for Hampton Direct, Pajama Jeans was sure to be a hit!

The challenge? How to capture the fashionable, stylish side of jeans and combine it with the comfort of pajama bottoms. So our DRTV producers put on their thinking caps and decided to shoot the majority of the spot in front of a green screen for that fashionable’ edge. We combined it with other scenes of people lounging in them around the house to stress the soft, comfortable pajama feel. The end result? Well, all I can say is move over Snuggie because the latest rage is Pajama Jeans! The View, Good Morning America, Jay Leno have all feature the Pajama Jeans sensation.

What do Pajama Jeans have that the Snuggie doesn’t? My voice! That’s right. I indeed was chosen as the final voice of the Pajama Jeans campaign (blushing). I get to do all the internal scratch tracks. In fact my colleagues even nicknamed me pipes’. Sometimes I am fortunate enough to be chosen as the final infomercial voice. And that’s exactly what happened with Pajama Jeans. In fact- we even voiced it with another VO artist but after hearing that cut with her voice versus my voice, our DRTV client decided to use me instead! (Yippee) It’s very rewarding turning on the television and hearing myself everywhere. I’m loving it- although my husband doesn’t. Now when Ryan turns on the TV to relax, I’m STILL in his ear!

by Collette Liantonio, President, Concepts TV Productions

With a maximum of one minute plus 40 something seconds of sell time, literally every second counts. Select an experienced short form, producer who knows how to make the most of those precious selling moments. The experts rely on a proven foimula with a problem/solution approach. Different products require different formulas. Gadgets, Books, Magazines or Beauty Aids each have different formulas. But all formulas create the urgent need to "Act Now." Media rates are deeply discounted and traditionally bought on the basis of proven past performance. Choose a media buyer who has managed successful short form campaigns.

When To Use Short Form

1. To sell products with a price point of twenty dollars or less
2. To sell products with higher price points with a payment plan
3. To drive retail campaigns
4. To generate leads
5. To test price points and premiums
6. To test retail markets
7. To drive direct mail and print campaigns
8. To create brand awareness in a cost effective manner
9. To distribute samples or free offers

Why Use Short Form?

1. Test More Efficiently

• Price Testing, Offer Testing, Premium testing are all accomplished more efficiently in terms of time and money.

2. Drive Retail

• Spot campaigns drive retail sales better than any other medium. It's the preferred length to achieve the frequency and reach necessary for retail sales momentum

By Dana Conklin, Senior Producer/Assistant Director, Concepts TV Productions

NJ based DRTV Production Company, Concepts TV Productions, does not limit its shoots to the Garden State. When a script calls for sunny weather in mid January, this production company knows exactly where to go! Destination Shoots, like destination weddings, involve enormous planning and the devil is always in the details!

The first step in any destination shoot is to secure the right crew. Everyone claims he can film but DRTV Producers always get a list of referrals & an infomercial demo reel of recent work. Make sure you have a written agreement, specifying your understanding of lighting, equipment & crew members. Always have them sign a written agreement in advance regarding the negotiated price for the day of the shoot. Forgotten details, such as overtime rates and mileage reimbursement, may turn out to be big issues. Determine in advance when the shoot tapes will be turned over to the visiting producer. We recommend having a check for the full payment including a little extra petty cash and here’s why: Concepts TV Productions flew to Texas to film a bull riding segment for a fitness infomercial. We had checks for each vendor to be presented upon completion of the shoot. When the shoot was over, we gave the crew their payment in full, but they still tried to hold our tapes hostage! The crew claimed there was a ‚“possibility” of overtime due to travel time. This detail could have been a disaster but thanks to our preparation with petty cash, the problem was easily solved!

Always find a hard-working local Production Assistant who is familiar with the area, so you don’t waste time or money scouting. They can send you pictures or Skype! Get a contact name for each location & secure a permit in advance. The last thing you want is to be shut down the day of the shoot!

Choosing talent from across the country can leave you feeling uneasy, because you can’t meet them before the shoot. When choosing a headshot, always ask for a recent photo or cell phone snap shot just to be sure it’s not an old photo. If the talent will be speaking on camera, have a phone audition to be sure you are happy with the accent or tone of voice and to be sure they are able to read lines back correctly. Even if you’re booking through a talent agency, be sure to get the talent’s direct contact information in case of any emergency. The most important tip we can give is to always have back up talent on call! If a talent doesn’t show it can ruin your whole day and waste an expensive trip so always have a plan B!

Filming a DRTV Commercial internationally presents its own set of challenges. While shooting an infomercial for a nutritional supplement in Seoul, South Korea, we discovered that the local makeup artist only had foundation to match Asian skin but we were filming a Caucasian host! We have also learned the hard way that in some countries there are delicate gender issues. For example, the male D.P. has ‚“issues” with a female director. The solution? A male interpreter who called, ‚“Action!”

DRTV Infomercial leader Concepts TV Productions won an Aurora Award for the Best International Infomercial in 2008 for their production of Hooked on English. This was produced by Concepts TV Productions in New Jersey and filmed in Mexico City, Mexico. While filming in Mexico, the Director of Production requested additional toilet paper. Apparently we asked the wrong person where the toilet paper was and learned the hard way that hierarchy and job delineation are very important. How do you determine who handles the toilet paper? We suggest making a detailed call sheet of each person who will be on set, and what their duties entail. Not all cultures are as egalitarian and casual as the New Jersey home turf.

New Jersey mother holds the key to DRTV blockbusters

BOONTON, NJ, As unemployment numbers hit their highest levels in decades and recessionary news dominates headlines, direct response television (DRTV) advertising of personal products and home goods is thriving. Surprisingly, the most successful spots aren't coming from slick urban studios in Los Angeles or Manhattan, but from an idyllic Victorian house in Boonton, New Jersey, the headquarters of Concepts TV Productions, a direct response and video production studio known as one of the major hit-makers of the industry.

Founded in 1983 by Collette Liantonio, a pioneer in the DRTV business, Concepts TV Productions has created some of the most memorable infomercials ever produced, including Ambervision Sunglasses, Topsy Tail, The Abdominizer, Contour Pillow, and The George Foreman Grill. Over the past 25 years, Liantonio and her team of DRTV professionals have been helping manufacturers and inventors achieve billions of dollars in sales for their home and beauty products, which range from pasta pots to hair accessories to pedicure tools, to name a few.

DRTV thrives during economic downturns primarily because of a trio of factors, says Liantonio. First, as more people are unemployed or simply staying at home to save money, television viewing numbers are increasing. Second, more people are looking for do-it-yourself solutions that help them solve everyday problems for less money, so effective household items, one of Concept TV's specialties, typically sell very well. Finally, national advertisers have cut their spending, so the cost of advertising time is plummeting, allowing Concept TV's clients to score high-impact media buys for relatively modest budgets.

Strong television advertising programs drive consumers to the retail store more effectively than any other medium, she says. In addition, Liantonio brings her own background to each project.

"As a mother and grandmother, I understand first-hand that we all need solutions to our everyday problems. I like to bring that knowledge to every shoot and really try to master how these products can help relieve life's little challenges and make things better," she explains.

That personal experience with household products has led to the production of six of the top infomercials on television today including:

Heat Surge Fireplace: Shot on location in the heart of Ohio Amish country, this 30-minute infomercial helps people save money on their heating bills.

Twin Draft Guard: Another money-saver, this innovative product prevents drafty windows and doors from adding to home heating and cooling costs.

Barack Obama Victory Plate: This commemorative porcelain plate celebrating changes has been in high demand since the election.

Wonder Hangers: As more people downsize their living space, this space-saver is a perfect solution for crowded closets.

Pro Caulk: Easy-to-use and affordable, this product helps people save the hundreds or thousands of dollars it costs to hire professionals to re-caulk tiles and other areas in the home.

EZ Combs: Following in the legendary footsteps the Topsy Tail and Hairagami, EZ Combs hairstyling tool creates beautiful hairstyles without the cost of a salon.

Beneath the warm, accessible style of the studio lies a team of skilled professionals, and Concepts TV's success has been widely recognized in the industry boasting literally hundreds of awards recognizing excellence in production. Concepts TV also has multilingual capabilities and expertise reaching the Hispanic market. With market conditions ripe for DRTV, Liantonio and her team are more optimistic than ever about the medium's prospects.

"You don't need a big agency to produce successful DRTV spots. You need a studio that understands the medium and the products and is excited about both. Our team has been working together for years. We've mastered the formula and nothing makes us happier than to hit another home run for our clients," she says.

For more information about the services provided by Concepts TV Productions, visit www.conceptstv.com or call 973-331-1500.

by Collette Liantonio, President, Concepts TV Productions

I am a 58 year old female entrepreneur, who has raised three children while starting and running a now 25 year old business. Many consider me a feminist. since 10 of my 12 full-time employees are women at the executive level. I vehemently oppose bringing children to the office, since the practice infringes on the rights of other employees. At best, children are distracting, and children deserve true quality time as well as employees.

Shortly after starting my business from my home office, I was visited by two gentlemen from Japan who wished to create an infomercial for a "wok". I carefully instructed my nanny to please make certain that my 18 month old child take her scheduled nap at the time of the business meeting. After scrupulously following, the international business protocol of deep bowing and respectfully examining their business cards. our meeting was abruptly halted by the enthusiastic entry of my toddler carrying her potty chair. She sat on her potty chair and did her business, as we had so painstakingly been working on for the past month. Rather than disrupting her training, I clapped for her "accomplishment" with a big smile on my face. My clients also clapped. My 18 month old daughter was successfully trained as of that week; however, I did not "land" the account.

That same week I began searching for office space, because I came to the conclusion that it's impossible to serve two such demanding masters. My business is thriving, and has grown one-hundred fold. My toddler is now in her last year of her ivy-league university, and we all learned some very important business lessons.