Web, DRTV Will Push TV Show Memorabilia

Share this content:
Global-QVC Solutions and four national cable networks have partnered to market merchandise related to the networks' popular television programs via direct response television and the Internet.


Cable broadcasters teaming with Global-QVC are the Golf Channel, Comedy Central, classic television channel TV Land and PAX, a family programming channel. Global-QVC is developing e-commerce Web sites for the cable stations and will handle customer service, fulfillment and inbound teleservices.


The cable stations will air 30-second DRTV spots to promote the products, many of which are still under development. The cable broadcasters will run the spots during the appropriate time slots.


For example, a DRTV spot aired during a recent "I Love Lucy" marathon on TV Land promoted a commemorative 50th anniversary "I Love Lucy" wristwatch. The spot called on viewers to visit the TV Land Web site or call a toll-free number to buy the product.


"That's what separates us from traditional direct response. Our marketing is very targeted," said Damon Mintzer, president of Global-QVC. "You don't have to search for an audience."


Other products included among Global-QVC offerings are "The Andy Griffith Show"-themed cookie jars and merchandise relating to Comedy Central's "Daily Show," "The Man Show" and "South Park." TV Land and PAX are already running DRTV spots offering several different products each.


Global-QVC will use its 300,000-square-foot warehouse in Louisville, KY, to provide fulfillment support to the DRTV effort. Its contact center in King of Prussia, PA, will provide inbound teleservices support with 100 active workstations.


Global-QVC is developing and hosting the commercial Web sites of its cable partners. The Global-QVC sites are integrated with the networks' existing Web sites and are designed to appear as if the networks themselves are operating them.


"The network, at the end of the day, retains creative control," Mintzer said. "We're just emulating the brand."


Global-QVC launched commercial Web sites for TV Land and PAX last year. Comedy Central's effort is scheduled to begin in the second quarter of this year, and the Golf Channel site was expected to go live in early March.


Global-QVC, Los Angeles, is a division of Global Sport Inc. Home shopping network QVC, West Chester, PA, is the largest shareholder in Global Sports.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above