Tablecloth Marketer Launches DRTV Effort
Pensacola, FL marketer of table covers is looking to expand its reach further into direct response television and catalogs after some initial success with social media.
Beginning in August, Tablevogue llc, (www.tablevogue.com), which markets polyester table covers specifically designed for folding tables, will begin with running 60-second DRTV commercials in such markets as Dallas; Atlanta; Birmingham, AL and Charleston, SC and some others, says Jane Birdwell, owner/founder of the firm.
Tablevogue is aiming for a broad demographic of women ages 24 to 60 with a propensity for entertaining.
“There are hundreds of markets that fit this demographic of a very engaged community that entertains a lot both personally and in community events,” says Birdwell.
The spots will feature things like a spokesperson spilling red wine on the tablecloth and wiping it right up which is possible because of its stain resistant properties, she says.
The company, which opened for business last fall and expects to rack up about $1 million in sales this year, got its start with mentions on the Hostess with the Mostess blog (www.hostessblog.com)
“What happened was that Jenn Sbranti, editor in chief and founder, posted reviews of the product,” Birdwell says.
Hostess with the Mostess lists and reviews many products relating to parties and entertaining.
Mentions on this blog have so far accounted for about half of Tablevogue’s sales, says Birdwell, noting that Hostess With the Mostess “was immediately and to this day the number one driver of traffic to our website.”
“Social media has been the single reason why we are where we are today,” Birdwell says.
Tablevogue made its entry into DRTV with a short segment on QVC last Nov. 3.
“We sold several thousand dollars of product in a short period of time—seven minutes in the middle of the day,” she says. “It made us realize we could take our message to our customer and be successful.”
Tablevogue is considering further use of television shopping channels but has made no plans at deadline. “We’re definitely planning on a shopping network being part of our dynamic fit,” she says.
Birdwell notes such direct marketers as Plow and Hearth and Amazon.com, Bedbathandbeyond.com, and Grandin Road have also begun marketing Tablevogue products.
She did not disclose sales figures for these channels.
TVGoods Inc. is producing these spots. This company produces both long-form (30-minute) and short-form (60-second) infomercials and gets products placed on television home shopping networks such as QVC and HSN.
“TV Goods is the right organization to partner with at the right time — they have the muscle needed to take tablevogue to the next level,” says Birdwell,
Why is Tablevogue trying all these different media?
“Any good marketer today knows that there is no sure-fire recipe and you should not rely on any single medium in order to grow your brand,” Birdwell says.
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