Product Description

The marketing genius behind the ThighMaster® exerciser tells the story of his wild ride across the informercial frontier

You′re channel surfing and an ad catches your eye. It might be Nordic Track® exerciser or Hooked on Phonics® program or ThighMaster® exerciser—any one of a thousand products that have sold millions and made millions more for entrepreneurs and investors.

In 1990 Peter Bieler, a video producer and former Procter and Gamble marketing executive, decided to leave his corporate job and become an infomercial entrepreneur. The result was a breathtakingly successful campaign for an exercise device called the ThighMaster® exerciser which generated sales of $100 million. This book is a highly entertaining account of Bieler′s wild ride across the infomercial frontier.

In "This Business Has Legs" Peter Bieler explains everything you need to know to succeed in direct response television while regaling you with stories of some of the most astonishing characters to be found in a business narrative.

There′s the Swedish fitness guru who runs the most famous celebrity health spa in California; the chubby knife pitchman from New Jersey with the magic fingers; the Wall Street refugee who became a new age entrepreneur; and the sharks who swarmed and tried to eat the infant company. But there′s more here than just a good read. Today, infomercials are a billion dollar business, where small entrepreneurs rub shoulders with corporate giants such as Microsoft, Procter and Gamble and Ford. And nobody knows more about direct response television than Peter Bieler.

Do you need to have a background in advertising or video production to be successful in this business? (Not if you have this book which steers you to the right service and supply companies.)

Why should corporate executives advocate using direct response in their marketing mix? (This book explains how direct response is fully accountable advertising, and analyzes how major corporations can use it to introduce new products.)

How much does it cost to hire a star spokesperson? (Less than you think, if you structure your deal correctly. Peter cast Suzanne Sommers.)

How much funding does an independent entrepreneur need to get started from scratch? (This book includes a discussion of start–up business plans.)

Where do you find good products to sell? And how do you choose correctly? (Guidelines included)

This book is packed with resources and behind–the–scenes tips and tricks. "Peter′s Rolodex,"a special feature at the end of each chapter, lists key contacts and companies.

PETER BIELER (Los Angeles, California) has sold his stake in Ovation, the company that sold the ThighMasters®, and now owns a consulting company that advises clients on the use of infomercials. SUZANNE COSTAS (New Rochelle, New York) is a contributing editor at Bloomberg Personal and was associate editor at Worth.

Product Details

• Amazon Sales Rank: #40038 in Books
• Published on: 1996-06-12
• Original language: English
• Number of items: 1
• Binding: Paperback
• 206 pages

Synopsis
The marketing genius behind the ThighMaster(R) exerciser tells the story of his wild ride across the informercial frontier You're channel surfing and an ad catches your eye. It might be Nordic Track(R) exerciser or Hooked on Phonics(R) program or ThighMaster(R) exerciser-any one of a thousand products that have sold millions and made millions more for entrepreneurs and investors. In 1990 Peter Bieler, a video producer and former Procter and Gamble marketing executive, decided to leave his corporate job and become an infomercial entrepreneur. The result was a breathtakingly successful campaign for an exercise device called the ThighMaster(R) exerciser which generated sales of USD100 million. This book is a highly entertaining account of Bieler's wild ride across the infomercial frontier. In "This Business Has Legs" Peter Bieler explains everything you need to know to succeed in direct response television while regaling you with stories of some of the most astonishing characters to be found in a business narrative.

There's the Swedish fitness guru who runs the most famous celebrity health spa in California; the chubby knife pitchman from New Jersey with the magic fingers; the Wall Street refugee who became a new age entrepreneur; and the sharks who swarmed and tried to eat the infant company. But there's more here than just a good read. Today, infomercials are a billion dollar business, where small entrepreneurs rub shoulders with corporate giants such as Microsoft, Procter and Gamble and Ford. And nobody knows more about direct response television than Peter Bieler. Do you need to have a background in advertising or video production to be successful in this business? (Not if you have this book which steers you to the right service and supply companies.) Why should corporate executives advocate using direct response in their marketing mix? (This book explains how direct response is fully accountable advertising, and analyzes how major corporations can use it to introduce new products.) How much does it cost to hire a star spokesperson? (Less than you think, if you structure your deal correctly. Peter cast Suzanne Sommers.)

How much funding does an independent entrepreneur need to get started from scratch? (This book includes a discussion of start-up business plans.) Where do you find good products to sell? And how do you choose correctly? (Guidelines included) This book is packed with resources and behind-the-scenes tips and tricks. "Peter's Rolodex,"a special feature at the end of each chapter, lists key contacts and companies. PETER BIELER (Los Angeles, California) has sold his stake in Ovation, the company that sold the ThighMasters(R), and now owns a consulting company that advises clients on the use of infomercials. SUZANNE COSTAS (New Rochelle, New York) is a contributing editor at Bloomberg Personal and was associate editor at Worth.

From the Inside Flap
"this business has legs" How I Used Infomercial Marketing to Create the $100,000,000 ThighMaster^® Exerciser Craze "Me? I’m the guy behind the ThighMaster," says author Peter Bieler. "It’s a dubious distinction," he continues, infomercials being such an odd way of selling, "unless you appreciate the difficulties inherent in capturing the attention of the whole country, in selling six million ThighMasters in less than two years and doing it all without a war chest the size of General Motors." In fact, the phenomenon that grossed over $100 million began with no money, no product, and no experience. But there was always a plan. Where others looked at infomercials and saw only goofy products and fast money, Bieler saw a new business strategy. With a single infomercial, he got a phenomenal amount of national advertising and product name recognition for a fraction of the cost of a conventional ad campaign. He used this to get retail distribution. He put ThighMaster into Kmart, Wal–Mart, and other big chains, and went on to make even more money. Incredibly, Bieler turned an unglamorous product originally designed for injured skiers into a household name that turned up in David Letterman’s monologues and George Bush’s speeches. Whether you’re a Fortune 500 company or a start–up entrepreneur, if you’ve got a consumer product to sell, you can’t afford not to consider infomercial advertising. In "This Business Has Legs", Bieler explains everything you need to know about direct response television while regaling you with some of the most colorful characters to be found in a business book. A must–read and a highly entertaining account of one wild ride across the infomercial frontier. More than just a fun read, "This Business Has Legs" is packed with expert advice and practical information: Why should marketing executives use direct response advertising in their marketing mix? Because direct response is fully accountable advertising—nothing’s wasted. Direct response or conventional advertising—which is right for your product? Peter analyzes the winners and losers. How much does it cost to hire a star spokesperson? It costs less than you may think. Peter hired Suzanne Somers. How do you write a pitch that makes your product irresistible? Peter shows you how to design a pricing, copy, and offer strategy that suits what you’re selling.

From the Back Cover
"Only in America could a would–be monk convince a faded television star to pitch a rehabilitation device designed for Scandinavian skiers and create a nationwide sensation. The marketing strategy alone is worth the price of admission."
—Paul B. Brown Special Correspondent for the Business News Network (BNN) and coauthor of Customers for Life

"This is the first time the person behind a fad lays out the whole marketing strategy he used. Even I learned a lot."
—Bob Rice Pet Rock Promoter

"Within a matter of months, Peter Bieler created a $100,000,000 industry out of nothing. This fascinating book chronicles step–by–step how he did it."
—Steve Dworman Publisher, Infomercial Marketing Report

"As a jack, in an emergency, if you have a very small car … As a rack to dry homemade pasta … Prop it on its side and presto! Twin picture frames … Have it bronzed and claim it’s a very early Henry Moore …"
—Diane White columnist for The Boston Globe on alternate uses for the ThighMaster See Inside for Exciting Contest Details!

Customer Reviews

A "must have" for any budding entrepreneur!
Peter Biehler has written not only a sensational book about infomercials, he has unwittingly written an entertaining and profound book on motivation and persevering to attain one's goals. He provides an indepth understanding of the key components of how to put together an infomerical and succeed. It was more like reading an engrossing novel than the uusal dreary business books.

The best work on the crazy world of infomercials I've read
Not just a look at the world of infomercial marketing, but an honest peek at the characters that populate this industry. The treatment is creative -- a tongue-in-cheek look at a world that is completely different than the one I market in from day to day.

Thighmaster craze?? Its called luck.
Great opinion on this craze. Could have been summed up in four words: Right place, Right time. The only way money was made here was preying on those people who have nothing better to do than watch late night infomercials and dream of ways to turn around their pathetic lives. You should be ashamed of yourselves, trying to make more money because of these people by offering this tripe. Shame,shame, shame. I can't wait to see you're next book, I Can't Believe They Bought It!!!!!