Ed Valenti
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Ed Valenti is one of two marketing experts ( His then partner Barry Becher being the other) credited with the formation of the infomercial, or "long-form" ( two-minute) advertising format at Dial Media, Inc ( founded by the pair in Warwick, RI in 1975). Valenti's informercials first aired in the mid 1970s and aimed to sell the Miracle Slicer, Miracle Duster, Miracle Painter and Ginsu knife, but the success of the Ginsu campaign led to widespread adoption of the format for a variety of products , including jewelry ( Chainge adjustable necklace), cookware( Armourcote cookware), mixing bowls( Royal DuraSteel ), food storage containers(VacuFresh and VacuClear)and watches(MultiChron,Westport), and others, and eventually led to the formation of Home Shopping channels QVC and HSN.
Working with his partner, Barry Becher, Valenti developed many of the best known catch phrases and product demonstrations, as well as the standard format of the long-form( two minute, 90 second ) advertisement.In contrast to traditional short-form or "brand" advertising, such as the 30-second or 60-second spot, Valenti's long-form advertisements were the pre-cursors of the full half-hour television program length(Half-hour)informercials now commonly used to sell a variety of products and services on television.The intent of this new format was to elevate a particular product to the role of protagonist, showing the product benefits and a variety of uses through attention grabbing demonstrations, hopefully leading to direct sales of the product. Such products are often only available through consumer direct orders and can not be purchased in stores. Ironically, this "direct response" long form commercial format, intended to primarily sell products directly to consumers, at the same time created one of the most reconizable, memorable and long lasting "brands" in advertising history: Ginsu Knives.
The first such product marketed by Valenti to achieve multi-million dollar sales, was also the first product he and Becher ever marketed: The Miracle Painter ( "Why is this man painting his ceiling in a tuxedo?"). It was soon followed by the Miracle Duster and Miracle Slicer. Easily the best known of Valenti's products was (and still is)the Ginsu Knife. The most profitable, was Armourcote Cookware, with sales exceeding $80 million.
Valenti's contributions to the long-form advertisement and the Direct Response Television advertising industry, include some now well known catch-phrases, such as "But Wait! There's More", "Now How Much would you pay?", "You get it all for the incredible low price of only $19.99", "But this is a limited time offer, so call now" and variations thereof. Such statements suggest to viewers that they are taking part in a live marketplace experience in which the vendor continuously offers the buyer more items at the same purchase price as an escalating enticement, with bonus items for immediate action/purchase otherwise known as a(n) (Atlantic City)"boardwalk product pitch". He and partner Barry Becher also pioneered the use of toll free numbers in television ads and the use of credit cards to order the products they sold in "Spot" markets nationwide.
Valenti realized that, in order for the long-form commercial to be successful at driving immediate sales, viewers would need to be advised to make an immediate purchase. To satisfy this need he and Barry Becher created 1-800 "toll-free" numbers with phone banks ready to take orders the moment the infomercial aired...on a 24 hour basis, days and even weeks afterwards.In order to add a sense of urgency to the purchase, the viewer was advised to order the item immediately ("Call now"), rather than postponing it. This "call to action", like the use of toll free numbers and credit cards, has become a standard componenet of successful direct response advertising over the years.
In order to further generate immediate response, Valenti coined the phrase "Call now, and we'll also include..." The phrase often offered a "special price" or "FREE bonus" item that would only be included in the purchase if the viewer responded within the few minutes following the informercial. A cautionary phrase was usually included, warning viewers that "supplies are limited, so call now! or "Call now, this is a limited time BONUS offer". In a presentation to sociology students at Harvard University, Valenti admitted that such phrases were hyperbole: The products WERE limited to the amount that had been produced, but with careful planning would never actually run out, and bonus items,although part of a "limited time" offer", would usually be awarded, at the sellers discretion, no matter how long a caller waited to order after the end of the infomercial.
Valenti also developed the idea that infomercials ought to demonstrate the featured product being used in ways the average consumer would probably never find a regular need for. This measure was intended to increase the perceived value and utility of the product. It is for this reason that the Ginsu knife is often seen cutting through metal cans, a nail, a radiator hose or a tree trunk, before cleanly cutting a paper thin slice of tomato, though few consumers would ever find a need to do all of those things, especially in rapid succession.
Today, Ed Valenti is the Founder and Chief Operating Officer of PriMedia Inc., national media buying and marketing services in Warwick, Rhode Island just "Outside Providence" and he oversees the purchasing and reselling of ad time for a variety of products via general, direct response and "brand direct" advertising campaigns. With his success as a marketing guru, Valenti has moved into publishing. His career/life guide, The Wisdom Of Ginsu (2005,Career Press)uses metaphors from the "Ginsu Years" and his 30 plus years in business as a way of emparting self-help advice designed to assist others both personally and professionally.
Mr. Valenti is also a much in demand educational and motivational public speaker at Universities and major business conferences.
He and partner Jim Cooney are also currently marketing the next generation of Ginsu knives and other products online at www.ginsuguys.com
[edit] See also
[edit] References
- Barry Becher & Edward Valenti, The Wisdom of Ginsu: Carve Yourself a Piece of the American Dream
- Ed Valenti Bio at PriMediaHQ.com.
- Sociology Lives, Harvard University Department of Sociology, Volume 18, Number 1, Fall 2003.
