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Monday, August 03, 2009
Have you ever bought an “As Seen on TV” product? Recently I’ve noticed a lot of SheSpeaks members posting reviews about products they bought after seeing them advertised on television. “Strap Perfect,” the little device that cinches bra straps together to make them invisible, “Smooth Away” the fast and painless hair remover and the “Bumpits”
hair volumizer are just a few items members are talking about.
When polled, most SheSpeaks members said they were satisfied with their purchases (34%), although many others were disappointed in their TV beauty buys (26%). Not surprisingly, some SheSpeaks members said they didn’t trust products sold over the airwaves. (9%)
But we do trust the opinions of each other.
The power of word-of-mouth always amazes me. Our members are constantly posting reviews of all kinds of products, talking to each other about them and inspiring other members to purchase their best bets. Whether it’s about skincare or a sitcom, we women definitely thrill in sharing our thoughts with each other. Our ability to spread the word—like wildfire--about everything from makeup to mothering certainly sets us apart from our male counterparts. Talk about “Mars vs Venus! You don’t tend to hear men recommending aftershave and jeans to each other!
Learning about these TV products and reading SheSpeaks members’
reviews got me thinking about the power of “as seen on TV.” Granted, some products seem a little crazy (like the rubber gloves with tiny sharp claws on them for peeling vegetable) but many of the beauty products advertised on TV are proving to be handy little affordable tools of innovation.
Have you ever bought an “As Seen on TV” product? What was the major selling point for you?
Aliza Freud, a talented and visionary marketer, is the Founder and Chief Executive Officer of SheSpeaks, Inc. (www.shespeaks.com). SheSpeaks, Inc. is the leading women’s insights and on-line, word-of-mouth marketing network with over 100,000 members across the U.S. whose immediate reach totals over 12,000,000 . Aliza was inspired to create SheSpeaks, with the intention to showcases products, services and content for companies that want to establish a direct dialogue with female consumers, based on over a decade of corporate, global brand management experience. Aliza realized there was a tremendous opportunity to help client companies spark women’s interest, obtain candid feedback, grow word-of-mouth awareness, and build long-term brand advocates, by developing a diverse, national network of female members whose primary intention is to share insights or opinions.
Ms. Freud observed that in this era of increasing consumer control over media, marketers need to be smarter about winning consumers’ attention, and are beginning to integrate rapidly evolving social networking tactics into the marketing mix. She founded SheSpeaks in 2007 based on the principle that women would thrive in a dedicated online community where they could gather, connect with others and see the power of their voices in action. The company has garnered traction quickly, successfully testing products and services for such leading brands in the beauty, packaged goods, and media industries, including Philips, Dove® Chocolates, Heinz, Food Network, Oxygen Network, AOL, Martha Stewart, Ghirardelli, L’oreal, OPI Cosmetics and others.
She is a recognized expert on word-of-mouth marketing and women’s insights, and frequently addresses conferences and forums, as well as has been featured on ABC News, Good Morning America and in Brandweek, AdAge and other publications. Ms. Freud is a mother of two and serves on the board of Step Up Women’s Network, a non-profit organization dedicated to developing the next generation of female philanthropists.
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