International Sales Soar After DRTV Spots

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KitchenArt's first international DRTV campaign for its Select-A-Spice Auto-Measure Carousel spice storage system has led to sales of more than 150,000 units in five months in the Middle East and Australia.

The company sold 100,000 units in those markets in the first three months of the campaign, a response that is "huge for regions that are not as developed as the U.S.," said Nicole Ali, marketing director at Northern Response, Toronto, the DRTV distributor managing the campaign. "We believe the product has been successful in the Middle East and Australia because of the nature of cooking with powdered spices in these regions," Ali said.

To customize the two-minute spots for the Middle Eastern markets, Northern Response dubbed the U.S. version in Arabic and Hebrew and inserted local testimonials, Ali said. The product is being marketed in the Middle East in Israel, Saudi Arabia, Kuwait, United Arab Emirates, Egypt and Lebanon. The company used its original English-language advertisement for the Australian market. The talent used to host the ad was not altered.

Northern Response also customized the call-to-action for each market.

"In some Middle Eastern countries, retail is much more successful than television, so we directed consumers to retail centers in the spot," Ali said.

The ad also included toll-free numbers or Web site addresses tailored to each market.

Northern Response began testing the spice carousel in Indonesia, Taiwan, Eastern Europe, South Africa and South America two months ago. Ali said it is too early to disclose sales figures associated with those campaigns.

In the United States and Canada, the product sells via retailers such as Costco Wholesale Corp. and Wal-Mart Stores Inc.

The product is sold for an amount equivalent to $39.95. It includes bonus salt and pepper dispensers. As a result of the product's positive sales figures, KitchenArt added upsells including a variety of measuring spoons as well as labels in Arabic for sales to the Middle East.

Northern Response is exclusively responsible for farming out DRTV, retail and catalog distribution and selecting fulfillment services for the product in all international markets. The company seeks out retail and DRTV distributors in each country to handle fulfillment and teleservices. Northern Response's distribution partners distribute the product independently throughout their regions.


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