section is intended to provide additional insight
to the experiences and accomplishments as outlined
on my resume. Here you’ll find information
on the companies I have provided marketing services
for and my roles within each as they relate
to my career in e-Commerce My most recent experiences
are at the bottom of the page.
roots of my e-Commerce Marketing career path
began over 25 years ago while working in the TV Direct
Response Infomercial Industry. The basic business
model of e-Commerce has not changed much
since then. It boils down to maximizing the
return on marketing dollars spent. This remains
the guiding principal for the goals and objectives
I work towards today.
Trillium Health Products
Health Products was the company behind the creation
of “The Juiceman”. Working with
Jay Kordich as our spokesperson, we developed
the new retail appliance category of Juicers
through Infomercial Marketing. Trillium was
honored by Forbes Magazine as one of the 10
fasted growing companies in 1991. My roles included
directing our media buyers in the purchase of
30 minute sots as well as managing our affiliate
program and direct mail operations. While at
Trillium I developed the basis for a financial
analysis tool that enabled us to determine break-even
points for TV direct marketing campaigns. This
financial model gave us the answer to, “What
does my media need to return to begin earning
a profit. This tool is still used in the industry
Response Television (CRTV)
1995 a core group from Trillium formed Cesari
Response Television. We became a Direct Response
Television agency both, producing infomercials
and purchasing media. At CRTV we launched several
successful businesses including Sonicare, OxiClean,
and the George Foreman Grill. My role was focused
as an Account Executive and managing client
order processing, telemarketing and fulfillment
Does This All Relate to e-Commerce?
1997 I convinced a client to let us build a
website and put a simple data collection form
on it to take orders from their Infomercial.
We put the website address with the 800 number
in the infomercial’s call to action. The
rest was really history. Internet revenue grew
rapidly with the web’s popularity and
it became a significant revenue channel for
our Infomercial clients. This revenue was incremental,
not cannibalizing normal sales through telemarketing.
formed Cesari Interactive as a separate division
of CRTV to serve our infomercial clients. Our
goal was to provide the internet marketing component
to their TV Direct campaigns. CI offered e-commerce
web sites that used our own shopping, order
processing and fulfillment integration applications.
This enabled us to take advantage of backend
marketing opportunities at a fraction of the
cost of traditional direct mail and outbound
telemarketing campaigns. Using both email marketing
and “Friend–Get-a-Friend” affiliate referral programs, revenue from this
new form of marketing was beyond imagination.
Web campaigns were supported as well with Paid
Search advertising, still in its infancy and
extremely effective. Click through rates greater
than 10% and very high conversion rates were
not uncommon at all.
2001 I formed Sandcastle Interactive. Sandcastle
was a full service web development and internet
marketing company. I brought over our entire staff from Cesari
Interactive to start the business. Our goal
was to broaden the scope of our client base
beyond the direct response TV industry. As the
founding principal, my role was business development,
account management and directing our client marketing
rapidly grew as a website and web application
development and Internet marketing company.
Our client base broadened to include clients
in health care, legal, health and nutrition, consumer
electronics, and the mobile electronics industries.
provided paid search, email marketing and custom
affiliate programs to our clients. By 2005,
revenue from our marketing division provided
35% of our business. Clients included WebMD,
T-Mobile Cellular, Davis Wright Tremain, Ronco,
MonsterCables and SodaStream.
Live Foods Live Bodies
Working as a consultant (see below) I was brought on in 2011 as the Director of Web and e-Commerce Operations and Marketing. I played a key roll in the formation of this Infomercial driven e-Commerce business. In this alliance, we teamed up again with Jay Kordich the old “Juiceman”. The company manufactured and imported the Juicers in addition to marketing and sales.
Our online marketing efforts took full advantage of being able to leverage the broad customer base that was fed by the Infomercial. Included in the mix of our backend online marketing campaign was an aggressive paid search campaign, advertorial newsletters and email promotions. These were all coordinated with our blog and social media. I created a customer based affiliate program, “Friends and Family” that accounted for 20% of our total income.
2010 I sold my interest in Sandcastle Interactive
(see above) and began working as a private
consultant under the business name of IMS (www.internetmarketingsolutions.com). I presently offer services in both e-Commerce Marketing and Campaign Management. I offer Website Development, Paid Search Management, Email Marketing and Custom Affiliate Program Management. I mainly focus on startups and small businesses.