Home Shopping Queen Tara McConnell On How To Talk To Customers 


Tara McConnell with QVC Program Host David Venable. McConnell spends roughly 10 hours on TV each month.
Tara McConnell never intended to be an entrepreneur. She was a college student with dreams of becoming a psychologist. And then an internship changed her life.
“I was doing everything and anything,” says McConnell of her time at Chester-based marketing firm Coordinated Strategic Alliances, which specializes in placing products on the home-shopping network QVC, located just down the road in Westchester. “So when I graduated and wasn’t quite ready to start the next leg of school to become a psychologist and the CEO asked me to stay for a year, I said okay.”
10 years later McConnell’s moved from helping other brands onto the network to spending 10 hours a month on live TV selling her own product. Temp-tations, a line of do-it-all kitchenware that sold more than $2 million units in 2012 for a FORBES estimated $80 million in revenue. Sales have grown by more than 4,000% since the company’s launch—and given the format of television shopping, McConnell’s style of talking as directly to her customers as she would to her best friend is undeniably her secret weapon.
We picked Tara McConnell’s brain on an accidental journey towards owning her own business, how entrepreneurs can learn to better speak to their customers and why QVC and its competitors are an often-overlooked but mega-lucrative pathway to making a splash in retail.

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Advertisers warned over Royal baby rules 
The Committee of Advertising Practice (CAP) has today warned advertisers not to break its rules in ads linked to the Duke and Duchess of Cambridge's baby, due to be born in July.



CAP, which is responsible for writing UK advertising codes and offering advice, released guidelines stressing that any marketing around the future heir to the throne must adhere to its rules around privacy and misleading advertising.

The advice stated that members of the Royal Family should not be shown or mentioned in marketing without their prior permission.

The Royal arms or emblems cannot be used without prior permission from the Lord Chamberlain’s Office, and references to a Royal warrant should be checked with the Royal Warrant Holders’ Association.

Care should be taken that ads for royal baby souvenir products – of which a plethora can be expected – do not imply that they are official memorabilia.

The CAP guidance said: "Although general references to the royal birth are potentially acceptable, ads shouldn’t go as far as claiming or implying that a particular product is endorsed by the Royal Family or that a product is affiliated to royal events when it is not."

There is speculation that the Duke and Duchess's first child is due on or around 12 July, although Buckingham Palace has not confirmed the date.

In October 2012, the Advertising Standards Authority upheld a complaint against an ad for a Prince William Royal Bridegroom Porcelain Doll, because the image was not an accurate representation of the product on sale.

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Pepsi Max launches latest Live for Now campaign with Dynamo stunt 
Pepsi Max has launched the latest iteration of its 'Live for Now' campaign with Bradford-born TV magician Dynamo seemingly levitating alongside a London bus on a journey through the capital.



Dynamo, whose 'Magician Impossible' TV series is sponsored by Pepsi Max, will front the new campaign under the 'Live for Now' brand positioning that was first launched in the UK in 2012.

The campaign will include an on-pack promotion on cans and bottles of Pepsi Max during July and August, giving consumers the chance to win hundreds of prizes, including a new car, and to unlock exclusive never-seen-before tricks from Dynamo, using the augmented reality app Blippar.

For the launch event, Dynamo hung from the side of a number 543 double-decker bus on its journey along Millbank, past the Houses of Parliament and across Westminster Bridge, while hundreds of passers by watched in amazement.

The side of the bus carried a Pepsi Max ad with the hashtag #livefornow.

Sebastian Micozzi, Pepsi UK marketing director, said: "For us, this stunt was a fantastic way to launch the partnership with Dynamo for Pepsi Max.

"There are lots of synergies between Dynamo and Pepsi MAX and this passion for living for the now and making every day exhilarating is precisely why we are working with him."

As part of its sponsorship of the third series of 'Magician Impossible' on Watch, Pepsi Max has given fans the opportunity to watch the first episode online on 4 July, a week before the show's TV debut on 11 July.



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Adidas lança filme para Copa das Confederações 
Futebol e lifestyle se misturam na peça da patrocinadora oficial dos eventos da Fifa



A Adidas lançou na madrugada desta sexta-feira 14 o seu primeiro filme para ativar o patrocínio à Copa das Confederações, que começa nesse sábado 15, com a partida entre Brasil e Japão, em Brasília. Criada pela Lew’Lara\TBWA, a peça, que está no canal principal do YouTube, mostra os craques Lucas, Daniel Alves e Fred, da Seleção Brasileira, usando peças das linhas Originals e interagindo com o público em situações que misturam futebol a skate, grafite, balada e outras cenas do universo que compõe a percepção junto ao target da grife clássica da marca alemã.

Diogo Guimarães, gerente sênior de brand marketing da Adidas, diz que a combinação das plataformas é uma inovação na comunicação da empresa. “É novidade esse trabalho de um produto de performance com uma abordagem totalmente Originals. A gente considera que existem tem três momentos relacionados a um jogo. O de training, que é o cara se preparando, o de performance, que é quando o jogo está valendo, e o de lifestyle, que é quando acabou a partida e o atleta vai para rua, para balada, para um churrasco”, explica. “Nesse momento, o craque do futebol é como cada um de nós, com os mesmos anseios, desejos, medos. São poucas marcas que tem essa elasticidade, pra trabalhar esses targets tão diferentes com propriedade.”

O filme também é veiculado nos principais portais da Internet, em sua versão de 60 segundos. Uma edição de 30 segundo entrará no ar no intervalo de todas as partidas da Copa das Confederações transmitidas pelas emissoras Globo e Band, assim como na programação de canais por assinatura de esporte e comportamento.

“Esse filme funciona como uma ponte entre o “vamos com tudo”, que é a assinatura que estamos desde dezembro, e a próxima assinatura que virá para a Copa do Mundo”, conta Guimaraes. “Nossa missão foi construir esse elo conceitual.”



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OLX lança filmes com celebridades 
Sabrina Sato, Fábio Porchat e Preta Gil integram comerciais criados pela WE



A OLX lançou nova campanha estrelada por Fábio Porchat, Preta Gil e Sabrina Sato. Criados pela agência We, os filmes trazem o mote “Celebridade vende, mas a OLX vende muito mais”.

Os comerciais de 30 segundos terão veiculação nacional e também apresentam dois novos jingles para o site de classificados gratuitos: “Buscou, Achou, Levou” e “Fotografou, Publicou, Desapegou!”. O slogan “Desapega, Desapega” continua nos filmes.

De acordo com a We, a campanha também inclui ações de internet, mobiliário urbano e anúncios. A produção dos comerciais é da Cine.

Assista:



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