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Concepts TV
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Advertising, Articles, Blog, Digital Content, Featured, Marketing, Production Studio, Television, Video Marketing

The TV Renaissance

As Geoffrey A. Fowler of the Wall Street Journal said, we are going through a television renaissance right now. Channels are blurred, shows are binge-watched, and streaming is king. Hulu has been around for a few years now, but they’re about to shake up the market again with their Live TV.

Too Many Choices

In the digital age, choosing a TV station is a lot like trying to find a quality piece of clothing in H&M; it’s in there, but you may not have the patience to find it. Fowler continues, ‚“Hulu isn’t the only service to recognize we need fewer choices, not more. YouTube TV, the Google live service that launched last month, puts search, trending shows and personalized suggestions front and center. Sling TV’s home screen has evolved to include the stuff you watch most. Even Comcast is leading traditional cable companies to adapt with a new X1 cable box that offers 'for you’ recommendations, plus a voice-commanded remote.”

night-television-tv-theme-machines

Advertising During the Renaissance

With the shift to streaming and digital content, advertisers have an opportunity: adapt and advertise on various platforms. For example, big brands like Johnson & Johnson and AT&T have advertised on YouTube. If a brand is looking to advertise on Hulu, they can opt into choice-based ads where the viewer has the choice of what type of ads to see. If you’re a pharmaceutical company or car company, this is key for targeted marketing. Another benefit of advertising on Hulu is the direct click through for users to purchase a product instantly. Unlike the days of traditional TV commercials, this gives customers and advertisers the ability for instant transactions.

Sources: https://www.wsj.com/articles/the-new-hulu-looks-a-lot-like-the-future-of-tv-1494433910

December 12, 2017/by Rachel Leskanic
https://conceptstv.com/wp-content/uploads/2017/12/TV-Renaissance.jpg 450 800 Rachel Leskanic https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Rachel Leskanic2017-12-12 16:41:372019-05-24 14:25:41The TV Renaissance
Advertising, Articles, Blog, Featured, Online Video, Television, Video, Video Marketing

Online Video Pushing Original Content

In an age where new channels and platforms are popping up daily, it is clear that traditional television’s reign is coming to an end and the digital reign is beginning. There is a new royal waiting in the wings and it’s clear that in 2017, content will be crowned king. Players like Netflix and Amazon churning out original content on a paid subscription basis and others seem to be following suit. Online video big wig YouTube is looking to join the game with a new slate of original content positioned to take over network television consumers.

YouTube chief business officer Robert Kyncl said. ‚“We’re thrilled to announce that beginning later this year, some of the biggest YouTube creators and Hollywood names will be featured in seven new series on YouTube, bringing more can’t-get-enough-of and can’t-find-anywhere-else shows to everyone, everywhere. With these new shows, brands can be a part of content that’s generating buzz around the world.”

While some advertisers may balk at the idea of commercial free television, this is also an opportunity for advertisers and marketers. With an entirely new channel to promote product, advertisers just need to get creative. YouTube will partner with key advertisers such as Johnson & Johnson and Google Preferred. Advertisers will have the opportunity to build long term relationships with YouTube content creators that have the ability to infiltrate not only the shows audience, but the overall influence of the content creators audience as a whole.

What can advertisers do to stay up on the times? Advertisers should look to get involved with content creators and influencers. Don’t just look to put your product in front of direct selling audiences on TV and the web, put your product in the hands of trustable influencers and new media channels.

 

Source: https://www.rapidtvnews.com/2017050547104/youtube-makes-major-original-content-push.html#axzz4gFEoFAx2

 

December 12, 2017/by Rachel Leskanic
https://conceptstv.com/wp-content/uploads/2017/12/Online-Video-Content.jpg 450 800 Rachel Leskanic https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Rachel Leskanic2017-12-12 16:00:542019-05-24 14:36:59Online Video Pushing Original Content
Articles, Blog, Featured, Video, Video Marketing

Four Critical Steps to Explosive Video Marketing Growth

There is no denying that most people find video content more compelling and engaging than written content. Videos provide an effective way to develop a brand’s story, to build the like, know and trust factor, and ultimately to boost sales. Statistics back-up these claims, as videos placed on landing pages can increase conversion rates by 80%, while videos included in an email will improve the click-through rate by an impressive 200% - 300%.

Yet, when it comes to video marketing, many companies place too much focus on the production side of things, rather than setting the foundations by researching and creating a thorough video marketing master plan. We reveal four video marketing steps that will supercharge your marketing growth.

online-marketing-concepts-video

Laser Targeting

It all starts with becoming incredibly clear on who your target audience is. Delve deeper than demographics; Instead of broad factors such as age, sex or location, you want to think more in terms of targeting an individual with likes, dislikes and problems that they need help with. Do some detective work, and study the USP (unique selling point) of your products and services as well as the pain points of your customers. What issues can you solve? How will your product improve someone’s life?

Shorten this information down to a few sentences, then use it to build a target customer profile. When you get crystal clear on your ideal audience, you’ll be able to write and film video content which captures their attention and makes them feel like you’re speaking directly to them.

Smart Marketing

The next step is to identify the platforms that your ideal audience spends time on. What do they search for? What social media videos, accounts, and apps do they use? What are their favorite websites? Use this information to decide what platforms to market your videos on.

Also take into consideration the platform when choosing what type of video content to create. For example, over 85% of Facebook videos are watched without sound, so if you plan to promote your video on the platform then be sure to include subtitles or text captures which convey the message to your audience without them having to hit the volume button.

Tailor your video content for your target audience, the platform it will be shared or advertised on and the type of product or service you are marketing. For example, foodie vids for Facebook can be short, snappy and subtitled, while more serious medical content for the healthcare sector may benefit from longer informational videos that are targeted at an older audience.

social-media-online-marketing

Engagement

Engagement is everything. You want to be able to strike up a conversation with your target audience, so ask people to engage with the content, be it through likes, shares or comments. Asking a question at the end of a video is also a good way to strike-up a conversation between you and the customer.

Understand where your customer is in their buying journey. Are they simply looking for information, or are they aching to make a purchase? If price points for your products are high, then you may want to get hold of the customer’s email address so that you can place them into a marketing funnel, work on the customer relationship, and eventually convert them.

Ongoing Optimization

Stats reveal that approximately one-fifth of viewers will close a video within the first ten seconds, so create a compelling hook, spark curiosity, provide a promise and payoff or catch them off guard to keep them watching to the end.

There is no magic, step-by-step formula that fits all. Instead, you must create video content and then test and adapt. Analyze results, then choose to optimize videos. Optimization is key if you want to craft exciting content which speaks to your audience.

Incorporate these factors into your video marketing strategy, and you’ll see a rise in traffic, engagement and ultimately sales.

December 12, 2017/by Rachel Leskanic
https://conceptstv.com/wp-content/uploads/2017/12/Video-Marketing-Steps.jpg 450 800 Rachel Leskanic https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Rachel Leskanic2017-12-12 15:39:182019-05-24 14:42:57Four Critical Steps to Explosive Video Marketing Growth
Award, Blog, Charity, Education, Featured, Health & Wellness, Press, TV Production, Video, Videos, Wellness

Concepts TV Productions Honored with Gold for Excellence

TOWACO, NJ (November, 15th, 2017) - Concepts TV Productions has received a Gold International CINDY award for its production of a TV commercial campaign for the MD Hearing Aid. The CINDY Award honors excellence in production value and message effectiveness. Over 9140 entries from around the world were judged, including websites, videos, commercials and infomercials.

MD Hearing Aid is an FDA cleared, affordable hearing aid that requires no doctor visits. The commercials dramatized the struggle of those who suffer hearing loss and the ease of use of the MD Hearing Aid. The testimonials of real users were used throughout the commercials.

Concepts TV Productions Studios, based in Towaco, NJ is known as one of the world’s most experienced producers of brandmercials and digital video content across all media platforms. Their archives contains more than 3,000 infomercials and over 150 industry awards.

Since 1959, the CINDY Awards have been honoring interactive and linear media for both broadcast and non-broadcast applications. CINDY stands for ‚“Cinema in Industry” and originated by the Los Angeles based Industry Film Producers Association (IFPA).

For additional information, contact:
Collette Liantonio President & Creative Director
Concepts TV Productions
www.conceptstv.com
(973) 331-1500
collette@conceptstv.com

November 15, 2017/by Rachel Leskanic
https://conceptstv.com/wp-content/uploads/2017/11/cindy-award-logo.jpg 521 1024 Rachel Leskanic https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Rachel Leskanic2017-11-15 17:34:182019-06-14 13:14:46Concepts TV Productions Honored with Gold for Excellence
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State of the Art Production Studio in Northern New Jersey

Concepts TV Productions Invites You to A Grand Tour of our State of the Art Studiobuildingggg

Concepts TV Productions has opened a new, state of the art studio located near the crossroads of Routes 80, 46 and 287 in Towaco, NJ only 45 minutes from NYC. Our studio is fully equipped with 11,000 square feet of studio space with over 50 parking spots. Our studio space includes a 14 foot white cyc, a large green screen stage, and multiple flats for creating personalized sets.

Concepts TV Studios also provides an expansive cutting edge working kitchen set plus prep kitchen, ample office space, and shower facilities.

Additional resources include video and audio post production facilities, full service set design, and acreage for outdoor shooting.

Fish Eye CTV studio

Studio Specifications

  • 11,000 Sq. Feet of Sound Proof Shooting Space
  • Broadcast Quality TV Production Services
  • Professional Studio Lighting
  • White Cyclorama (14' x 21' x 9.5')
  • Green Screen Stage
  • Kitchen Set / Living Room Set / Bedroom Set
  • Video/Audio Post-Production Facility
  • Full Service Set Design and Construction/ Flats
  • Conference Room
  • Loading Dock
  • Working Kitchen (28’ x 22’) - including state of the art appliances, mobile island with counter tops and all kitchen props
  • Green Room, Makeup/Wardrobe Services, 4 Baths, Shower
  • Elevator
  • Wheelchair Access
  • Ample A/C
  • Two sided studio equipped with three 120 v 20amp dedicated circuits
  • Production Offices
  • Acreage for Outdoor Shooting
  • Storyboard / Art Studio / Logo Design / Photography/ Package Design Services
  • Animation/ Special Effects

    Studio Uses
    Photography / Point of Purchase Production / Webcasts / Testimonials Development / Commercials / Training Videos / Auditions / Social Media Production / Sizzle Reels / Sales Promotion

Wood Wall Sabrina ONKYO-Google_0005

IMG_9058 Kitchen2

Office Bedroom WS

White Cyc Office 4

Living Room Onkyo in front of David Vanity setup

To Schedule a Visit, E-mail Our Team Today!

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November 9, 2017/by Rachel Leskanic
https://conceptstv.com/wp-content/uploads/2017/11/Drone-Pic-1.jpg 787 1392 Rachel Leskanic https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Rachel Leskanic2017-11-09 19:03:562019-05-24 14:51:12State of the Art Production Studio in Northern New Jersey
Articles, Blog, Featured

Roamaroo – The Social Media Influencers Who Get Paid To Travel The Globe

ScottCollette2

Photo Credit: Scott Stohler

The dynamic duo was recently featured on BBC.com! "Collette and Scott Stohler have what looks like the dream career. They travel the world for six months a year and are paid to post photos, videos, newsletters and blogs on their website and social media channels."

Read the whole article below!

http://www.bbc.com/capital/story/20171019-the-couple-paid-200k-a-year-to-travel

Photo Credit: Scott Stohler

Photo Credit: Scott Stohler

 

October 20, 2017/by Rachel Leskanic
https://conceptstv.com/wp-content/uploads/2017/10/Elephant-Bath.jpg 600 1200 Rachel Leskanic https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Rachel Leskanic2017-10-20 18:57:402018-06-14 11:00:58Roamaroo - The Social Media Influencers Who Get Paid To Travel The Globe
Articles, Blog, Featured, Trade Show

DRTV Zombie Dance 2016 produced by Concepts TV

zombie_0919-mov-00_00_05_14-still001

The Electronic Retailing Association’s 2016 D2C Convention featured The Moxie Awards Gala, akin to Oscar Night for the Direct Response/Infomercial world. Luminaries from Direct Response Marketing attended and received awards for the most successful DR campaigns of 2015/2016. Interspersed throughout the Gala dinner were various videos, some highlighting the industry’s philanthropic work, while others touched on creative trends. One standout video at the Gala was ‚“DRTV Zombie Dance 2016,” a dystopian thriller where DR influencers transfigured into Zombies.

zombie_0919-mov-00_02_54_27-still022

Concepts TV Productions, who produced the video, along with Marketing Maven, ERA, Swipe Payment Solutions, Marc Gill, Ideal Living, Guthy-Renker, Bluewater Media, and THOR Associates, tapped into THE UNDEAD with Zombie-centric submissions. Check out the video:

These DR Marketing companies dolled themselves up as Zombies and Zombified their DR products. The result was flesh-eatingly perfect!

 

September 30, 2016/by Webmaster
https://conceptstv.com/wp-content/uploads/2016/09/ZOMBIE_0919.mov.00_03_31_22.Still031_Beautune_20160930.jpg 1080 1920 Webmaster https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Webmaster2016-09-30 17:15:202019-05-24 14:53:19DRTV Zombie Dance 2016 produced by Concepts TV
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Concepts TV Productions Receives the First Annual Pro Bono Moxie Award

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LAS VEGAS, NV (September 20th, 2016) Concepts TV Productions, the NJ based Direct Response Production Company, received the first annual Pro Bono Moxie Award at the Electronic Retailing Association (ERA) Award ceremony.

ERA is a non-profit trade association for direct response and infomercial companies that sell goods and services on the internet, TV and at ‚“As Seen on TV” retail stores. Each year, Moxie Awards are presented to the greatest direct response marketing campaigns. This year the first annual pro bono award was given to the team at Concepts TV for ItStartsWithAGirl.org. Concepts TV traveled to India to create a video presentation to raise funds in an effort to break the cycle of poverty and provide education for girls in rural India.

Jon Calderaro, Vice President of Operations at Concepts TV said, ‚“I was very touched by the stories of the girls at the school and amazed at the level of commitment from the teachers. They are amazing people that are volunteering to make a difference and, from what I can see, it’s working.” To see the complete video, go to https://www.ItStartsWithAGirl.org/.

Collette Liantonio, President and Creative Director at Concepts TV stated, ‚“I felt really blessed to have been a part of this project and so grateful to receive this award. I hope in some way my involvement will inspire other DRTV professionals to be a part of giving back.”

Concepts TV Productions, currently based in Fairfield, N.J., is one of the world’s most experienced producers of DRTV commercials and infomercials. Concepts TV strives to participate in fundraising and philanthropic efforts from causes such as March of Dimes, The Wheelchair Foundation, NJ State Organization of Cystic Fibrosis and the Essex County Family Justice Center for Domestic Violence.

To donate to The Kripalu School, please visit www.ItStartsWithAGirl.org/donate/

###

September 20, 2016/by Rachel Leskanic
https://conceptstv.com/wp-content/uploads/2016/09/kripalu4.jpg 680 1024 Rachel Leskanic https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Rachel Leskanic2016-09-20 13:04:282019-06-14 13:17:14Concepts TV Productions Receives the First Annual Pro Bono Moxie Award
Blog, Featured, Pets

Real Means REAL!

Written by: Producer, Rachel Leskanic

When I was younger I remember watching TV with my family. My mom would always see testimonials in commercials and say ‚“How do I get that job?” I now have an easy answer to that question. Befriend the production assistant at Concepts TV! If you’ve ever wondered about those testimonials, I can now tell you they come from hours of phone calls, power points, and lots of searching.

Testimonials can be easy to find or extremely difficult to find, depending on the product. When we are told by clients that they want testimonials in their commercial, my first instinct is to clarify age and gender. Once I’ve done that, I can go back to my desk and get down to business. First, I brainstorm. Do I have any family members that might benefit from the product? Do any of my coworkers know someone who might be interested? Are there any previous testimonials from other spots that might want to try another product? If I’ve answered those questions and still haven’t found any testimonials, I head straight to Facebook. Facebook postings are quick, easy, fun, and almost always generate a response. The goal is to find real users that will tell me the honest truth about the product.

Testimonial searches for a workout machine are easy. Everyone wants a new and simple way to work out and get in shape. But for a coffee maker the search is a little more difficult. Lots of people don’t drink coffee (I wouldn’t know, I don’t associate with non-coffee drinkers).

The best way to gauge someone’s interest is a quick phone chat. For example, if it’s a knee brace, I ask questions like ‚“What kind of knee pain do you have?” and ‚“Why would you like to try our knee brace?” For each testimonial, I’ll prepare a synopsis of the person’s story and add a little picture. Power point is the easiest way to organize people and stories in a powerful layout for the clients.

My last step is the most important, the pre-shoot interview. This usually comes a few days after the testimonial has used the product and a week before the shoot. Now I want specifics. I want to know when your knee pain started, what the cause is, how many other remedies you’ve tried, when and where it hurts the most, and how it affects your life. These interviews give me the meat of the story. If a testimonial indicates she hurt her knee running, and she can’t bend down to pick her young baby up, I now know exactly what footage I need to get to complement their story. If someone says he hurt his knee skiing, my next questions would be where and when can I get some skiing footage?

Whether it takes me one day, or one week to find the testimonials, I can guarantee that each and every one is 100% real. They have used the product, they have loved the product, and they have told the truth. When it comes to Concepts TV’s testimonials, real means REAL.

September 12, 2016/by Webmaster
https://conceptstv.com/wp-content/uploads/2016/09/testimonial-production.jpg 540 960 Webmaster https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Webmaster2016-09-12 17:58:052019-05-24 15:00:07Real Means REAL!
Articles, Blog, Featured, Press

Working with Animals

By: Rachel Leskanic

Nothing fills me with more hope and happiness than sipping champagne and petting therapy dogs, and that’s just what I got to do at Creature Comfort’s 4th Annual Champagne Brunch. Accompanied by my father, we walked forward through the front door to greet Molly and Gracie, pet therapy dogs who were hired’ to lick the faces of every guest. Our next stop was to purchase raffle tickets from the volunteers at the table. Up for grabs were tickets to a few purses, Giants game, a bicycle, and various spa gift cards. After getting rid of every little green Admit One ticket, we proceeded to our seats.

As we sat down, our Table 5 partner introduced herself as Jean Baile and all three of us immediately broke into conversation. She shared miraculous stories about her tiny Jack Russel Terrier who had been a therapy dog for a few years now. She traveled with him to schools, hospitals and even nursing homes. The best part of her stories was hearing not only the joy from the clients, but the joy brought to her and her puppy.

Our next conversation was with the lady on the opposite side of us. Her miniature Dachshund, Lilly, had been in one of our commercials and the story she told us was truly a miracle. Jan Kulick had heard of a young girl who was suffering from a constant seizure lasting 36 hours. When Jan and Lilly arrived at the hospital, the young girl’s mother thought to bring Lilly to meet her daughter. In an instant, the seizures subsided; just by a simple pet of Lilly’s head. She then explained to us that miracles like these are only possibly with the help of Creature Comfort who provide the therapy dogs and their owners with so many choices on where to visit and how to get involved.

After the side conversations faded, the owners, Annie Murphy and Joan Beth Baer, began talking about how they got started with the company. They began working for St Hubert’s Hospital with therapy animals. After witnessing just how many people were impacted in a single hospital, they got together with the idea of beginning their own business where they could provide pet therapy for people at many different places ranging from children’s hospitals to elder care facilities. In November 2011, that idea became reality and the non-profit organization spent the next few years providing people who were in need of comfort or therapy with a dependable, expansive network of caring volunteers devoted to sharing their pet’s love. Today, they have a total of more than 160 pet therapy teams which even include several unusual animals. So if you don’t want a dog, see if their certified cat, rabbit, potbelly pig, or even miniature horse is available!

After hearing the history of the company and how it came to be, they invited a hospital worker and another therapy dog owner on to the stage. Both of their stories were what anyone would consider, absolute miracles. A completely unresponsive woman in hospice care, woken up by the simple pet of a dog’s head. A young cancer patient whose day was made by a kiss from a puppy. By the end, everyone in the crowd had watery eyes and tears streaked faces that could only be the product of the inspiring tales told. After a fifteen minute applause, they began calling out the raffle ticket winners. And guess who won the green Vera Bradley purse? Me!

If you are interested in the organization or want to see more, please visit their website http://www.ccpettherapy.org

P.S. I’ve already signed my puppy up to be a therapy dog, and you should too!

 

dog therapy

February 12, 2016/by Webmaster
Webmaster https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Webmaster2016-02-12 18:00:322016-02-12 18:00:32Working with Animals
Articles, Blog, Featured, Press

The Greatest Shows on Earth

My name is Cheron and you can call me a magician. I make the magic happen just kidding. My editors

actually make the magic happen I just make sure the edits are executed successfully without any

problems. So I guess you can call me the problem solver or ring leader of the post-production circus.

My editors are the main attraction. Clients travel from all over the world to see their magic tricks. They

can make editing mistakes disappear.

As the ring leader I oversee all aspects of post-production. I maintain good channels of communication

between the editors, clients, producers, animators, voice over artists and dubbing facilities. It’s my job

to ensure each stage of the project is delivered on time and within budget. I’ve mastered juggling many

projects at once. No matter what the show must go on. We’re willing to jump through hoops to create

a successful show.

So if you’re ever in our area you must check out our unforgettable shows. We wash dogs with hoops

and make back pain disappear. I guarantee you’ve never seen anything like it.

 

cheronLegends

November 4, 2015/by Webmaster
Webmaster https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Webmaster2015-11-04 17:53:022015-11-04 17:53:02The Greatest Shows on Earth
Articles, Blog, Featured, Press, Video

Client Testimonials for Concepts TV Productions

We pride ourselves on excellent client service, so getting feedback like this feels super-rewarding!

May 22, 2015/by Webmaster
https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png 0 0 Webmaster https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Webmaster2015-05-22 16:04:152015-05-22 16:04:15Client Testimonials for Concepts TV Productions
Articles, Featured, Press

Response Magazine features Concepts TV & it’s VP of Sales & Marketing, Kristy Pinand!

Moving Housewares

1 Mar, 2015 By: Doug McPherson

Experts in the housewares industry say products in several categories are moving off shelves these days. Here’s what’s hot, and why, and how pros are using DR to capitalize.

 

Well, it happened again, this time in an even more impressive manner. The International Housewares Association (IHA) reports its 2015 International Home+Housewares Show sold out in late December, more than 11 weeks before its March 7 opening.

The event sold out last year, too. But for 2015, the association broke a record: This is the earliest the show has ever sold out its exhibit space. The show, scheduled for March 7-10, will host more than 2,100 exhibitors from around the world, including 400 first-time exhibitors.

‚“It’s a sign of how important this marketplace is,” says Phil Brandl, IHA president and CEO.

Brandl says products across a host of categories are thriving: home-brewed coffee, home-food preparation, juicers, cleaners (robotic and traditional), organizing and storage products, along with Internet-connected home appliances.

‚“Consumers are preparing more meals at home, investing in cookware and learning new preparation techniques from celebrity chefs,” he says. ‚“Consumers’ move to a healthier diet has spawned many new products and given new energy to others. The housewares industry continues to bring solutions to consumers in their quest for a healthier life.”

Insiders say that beyond the kitchen, consumers are also cleaning and organizing like never before. ‚“Consumers continue to tell us that an organized home is a top priority,” Brandl says. ‚“And there are many new, unique storage solutions set to debut at the show this year.”

Another continuing trend is the impact of design. Whether designers chose to focus on human factors that make a product easier to use or on more technical features, Brandl says their goal is to revolutionize the ways that we live, work, clean, organize, cook, serve and dine.

Time to Get Cooking
Clearly, the direct response industry has been responsible for a kitchen full of top-selling examples in cooking and food preparation. And that fact that doesn’t surprise Tony Besasie, president at Cannella Response Television in Burlington, Wis.
‚“The housewares category is a staple,” Besasie says. ‚“Products like coffee makers, blenders, mixers, juicers, ovens, cookers and fryers have all seen success, and the category includes some strong name brands like Ninja, NutriBullet and KitchenAid.”

Besasie said the national focus on childhood obesity and the popularity of TV programs like ‚“The Biggest Loser”, and documentaries like ‚“Fat Sick” and ‚“Nearly Dead”, have made eating right culturally relevant in the U.S.

He adds that long-form DRTV has consistently demonstrated the features and versatility of food-prep products. ‚“Long-form lets the marketer go beyond generating brand awareness. The DRTV and digital marketing efforts generate a more educated and qualified customer at the point of purchase. We’re also seeing marketers focus less on selling convenience benefits like saving time and more on promoting the enjoyment of cooking, taste, and meal variety,” Besasie says.

NuWave LLC, the company that has sold nearly 5 million countertop ovens, has put infomercials on the front burner of its marketing efforts.

Keith Hamden, senior vice president of sales at NuWave in Libertyville, Ill., says the company has sold that many ovens by using infomercials to demonstrate value and cater to the public’s desire to save time and money while eating healthier, all at an affordable price point.

A key reason NuWave has enjoyed success, Hamden says, is because its products are in tune with customer feedback.

‚“The feedback we consistently get from our customers is that they want to live well by eating healthier, losing weight, saving money and adding overall convenience to their everyday lives,” Hamden says. ‚“Each and every one of our products aligns perfectly with our customers’ desires.”

That consumer alignment is vital, says Mary Dickson, public relations manager at Edison Nation, an As Seen On TV partner and product development company in Charlotte, N.C. ‚“Our team looks for products that make life easier for consumers,” she says. ‚“A great product is simple, saves time, solves a problem and works.”

Dickson shares Eggies¬Æ has an example, the product that creates hardboiled eggs without the hassle of peeling. ‚“It’s been our most successful housewares product to date because we were able to solve a problem that transcended virtually every household,” she contends.

Cleaning Up in Housewares
A couple more categories that are enjoying a resurgence of sales are cleaning and organizing, according to the IHA. The elephant in the room/category is OxiClean. Today, it holds a whopping 47-percent market share.

‚“OxiClean has been one of the most successful products launched in the direct response category,” says Nancy Lazkani, CEO of Icon Media Direct, a direct response ad agency in Los Angeles.

Lazkani says it’s rare for a direct response brand to make it from a ‚“one-hit-wonder” status to a national brand, but OxiClean has developed loyalists all around the country because the product does what it promises.

On the organizing/storage product front, Lazkani likes Space Bag, which was purchased by Ziploc in 2012. The product uses a vacuum seal to store more clothes in less space.

‚“Space Bag sold for $19.99 through a direct response offer and it was different than what was available at retail,” she says. ‚“It created a special value that you couldn’t get in stores.”

She says Space Bag did a smart thing by offering the value package through direct channels, ‚“which still surprisingly drove 90 percent of its business through retail channels. Direct response was the advertising platform that built Space Bag as a major retail item and they used DRTV as the platform to drive over a $100 million in sales,” and the eventual sale of the brand to Ziploc.

Another company with plenty of hits in cleaning and organizing is Concepts TV Productions, a production firm in Boonton, N.J. Its production successes include Smart Mop and DiDi 7 (the stain remover) and, more recently, Mr. Lid (containers with attached lids) and SeasonAire (the heater and air purifier).

Kristy Pinand, Concepts TV Productions’ vice president of sales and marketing, and a speaker at both the 2014 and 2015 International Home+Housewares Shows, says profitable housewares’ products elicit that ‚“a-ha” moment in consumers’ heads.

‚“They can instantly look at the product and say to themselves, I need that,’ because those moments are ultimately what turn into purchases,” she says

To get that ‚“a-ha” moment, Pinand says marketing in housewares is all about the demonstration. ‚“We want to instantly capture consumers’ attention with a demo from the start of the spot so we show how the product works,” she contends.

And the more memorable, the better. For example, Pinand says to make Furniture Fix (it adds lift to sagging chairs and couches) stick in viewers’ minds, they had two sumo wrestlers sit on a couch to show it didn’t sag.

‚“Realistic? Maybe not. But memorable? Absolutely,” Pinand says.

Norah Alberto, director of global brand communications at Tristar Products, a product branding company in Fairfield, N.J., adds that ‚“staying relevant” is crucial in marketing housewares.

‚“We’re very active on social media with recipes, contests, videos and spokespeople,” Alberto says. ‚“We’ve learned the consumer is looking for high-value, innovative new products that also build an emotional connection. We need to move fast and be nimble but produce a good quality product at a competitive price.”

She says technology is now playing a much larger role in marketing. ‚“Integrated marketing and technology allows brands to be presented across multiple platforms and leverage multimedia,” Alberto contends. ‚“It has also made the consumer path shorter. We can now get feedback, address any concerns and test opportunities almost in real time. We have become much more consumer-centric as a result.”

The Future of Housewares

Technology is not only influencing the marketing of housewares, it’s transforming the products themselves.

‚“I think you’ll start to see a lot more smart housewares devices in the foreseeable future, products that are tied to apps and other technology,” says Drew Plotkin, creative director and partner at Launch DRTV, an infomercial and DR firm in Los Angeles.

Plotkin says marketers and manufacturers are trying to get a sense of when the right time will be to introduce these types of products to the mass audience.

‚“I very much believe the time is upon us now,” he says. ‚“Technology and social media is mainstream. This is going to make a huge impact on both housewares and direct response as a whole.”

Plotkin continues to be bullish on DR’s part in selling housewares. ‚“You’d be hard pressed to find a successful housewares company that’s not looking seriously at DRTV when you see the success of brands like Ninja, NutriBullet and others,” he says.

But he also adds marketers will continue to tap digital channels. ‚“Certainly you’re seeing an aggressive digital push by housewares brands, which of course makes sense,” Plotkin says. ‚“I believe you’ll also start to see a much stronger push into social media by these brands.”

Plotkin contends direct response has evolved into ‚“in-direct response,” meaning viewers who see a TV spot are going to search the campaign online beyond the brand’s dedicated website.

‚“They’ll search YouTube, read online reviews, forums, blogs, etc.,” he says. ‚“It’s a good thing. It makes us in the industry evolve and work harder and smarter to earn consumers’ business and loyalty. We’ll end up with more informed consumers, so the best products will win out.”

He likens it to when digital music entered the music industry.

‚“Everyone was worried it would kill the music industry, but that didn’t happen,” Plotkin says. ‚“The best artists are thriving. The model shifted. They needed to tour and perform live and work harder. The days of releasing an album and getting crazy rich are mostly gone, but the top bands that create great music and get out and tour, and engage their fan base, customers, are at the top of their game like never before. And I believe that’s where we are heading in housewares, and DRTV as a whole.” ‚ñ†

March 19, 2015/by Rachel Leskanic
Rachel Leskanic https://conceptstv.com/wp-content/uploads/2020/01/logo-tagline.png Rachel Leskanic2015-03-19 18:47:192015-03-19 18:47:19Response Magazine features Concepts TV & it's VP of Sales & Marketing, Kristy Pinand!

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