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Rick Cesari creates infomercials. Under his direction his agency, Cesari Media, produced campaigns for OxiClean, George Foreman Grill, Sonicare, Rug Doctor, Eagle One, and for his own company, the Juiceman Juicer.
Rick Cesari, along with his older brother Steve and six siblings, was raised in suburban Westchester County, New York, United States. After school and on weekends, he was expected to work in his father's grocery store. Cesari earned a pre-medical degree before moving to the western United States to join a direct mail marketing partnership. In 1989, Cesari and his brother Steve took out a home-equity loan on their mother's house to raise money to open their own business. [1]
The new company was known as Trillium Health Products. The company ran seminars on proper nutrition and also sold a juicer, known as the Juiceman, and a smaller version known as the Juiceman, Jr. [1] The Juiceman Juicer was marketed with direct marketing. [2] Its annual revenues in 1989 were $950,000 and had jumped to over $75 million by 1991. [1]
In 1993, Cesari and his brother sold their company to Salton Inc., and Cesari created Cesari Media (formerly known as CRTV), which specializes in direct marketing. Cesari Media produces infomercials, buys the media to display them, provides web development as well as SEM and SEO and manages back-end venders that are responsible for taking orders. One of his first large deals was with Optiva (the makers of Sonicare), to market their electric toothbrushes. Between 1994 and 1996, Optiva realized a 338% jump in sales. [2]
Generally, 10% of direct marketing campaigns are successful, but as of 1997, Cesari Media had a 70% success rate. [2] Among their successful products are OxiClean, the George Foreman Grill, and the Sonicare Toothbrush. "'The power of the infomercial is twofold', Cesari said. 'One, you have a whole half-hour to tell the story of the product as opposed to 30 seconds or 60 seconds. The second aspect is it basically creates a subsidized advertising program.'" [2]
Current clients include the GoPro camera and Silk'n beauty products. Rick is the co-author of the book Buy Now published by Wiley in 2011. He launched the health and nutrition company Live Foods, Live Bodies in 2010 to market a line of appliances that are claimed to help people eat a healthier diet.
Ronald M. Popeil is an American inventor and marketing personality, and founder of the direct response marketing company Ronco. He has made appearances in infomercials for the Showtime Rotisserie and the coined phrase "Set it, and forget it!" as well as popularizing the phrase, "But wait, there's more!" on television as early as the mid-1950s.
An infomercial is a form of television commercial that resembles regular TV programming yet is intended to promote or sell a product, service or idea. It generally includes a toll-free telephone number or website. Most often used as a form of direct response television (DRTV), they're often program-length commercials, and are typically 28:30 or 58:30 minutes in length. Infomercials are also known as paid programming. This phenomenon started in the United States, where infomercials were typically shown overnight, outside peak prime time hours for commercial broadcasters. Some television stations chose to air infomercials as an alternative to the former practice of signing off. Some channels air infomercials 24 hours. Some stations also choose to air infomercials during the daytime hours mostly on weekends to fill in for unscheduled network or syndicated programming. By 2009, most infomercial spending in the U.S. occurred during the early morning, daytime and evening hours, or in the afternoon. Stations in most countries around the world have instituted similar media structures. The infomercial industry is worth over $200 billion.
The George Foreman Lean Mean Fat-Reducing Grilling Machine, commonly known as the George Foreman Grill, is a portable electrically heated grill manufactured by Spectrum Brands. It is promoted by former boxing champion George Foreman. Since its introduction in 1994, over 100 million George Foreman grills have been sold worldwide.
Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. By contrast, advertising is of a mass-message nature.
Church & Dwight Co., Inc., is a major American manufacturer of household products that is headquartered in Ewing, New Jersey. While it manufactures many items, it is best known for its Arm & Hammer line which includes baking soda and a variety of products made with it, including laundry detergent. Church & Dwight is incorporated in Delaware.
Direct response television (DRTV) is any television advertising that asks consumers to respond directly to the company — usually either by calling a toll-free telephone number, sending an SMS message, or by visiting a web site. This is a form of direct response marketing.
OxiClean is a line of household cleaners, including OxiClean Versatile Stain Remover, which is a laundry additive, spot stain remover, and household cleaner marketed by Church & Dwight. It was formerly owned by Orange Glo International from its introduction in 1997 until it was acquired in 2006.
Kevin Mark Trudeau is an American fraudster, author, and salesman, known for promotion of his books and resulting legal cases involving the Federal Trade Commission (FTC). His ubiquitous late-night infomercials, which promoted unsubstantiated health, diet, and financial advice, earned him a fortune but eventually resulted in civil and criminal penalties for fraud, larceny, and contempt of court.
Superfood is a marketing term for food assumed to confer health benefits resulting from an exceptional nutrient density. The term is not commonly used by experts, dietitians and nutrition scientists, many of whom dispute that particular foods have the health benefits claimed by their advocates. Even without scientific evidence of exceptional nutrient content, many new, exotic, and foreign fruits or ancient grains are marketed under the term – or superfruit or supergrain respectively – after being introduced or re-introduced to Western markets.
Juice fasting, also known as juice cleansing, is a fad diet in which a person consumes only fruit and vegetable juices while abstaining from solid food consumption. It is used for detoxification, an alternative medicine treatment, and is often part of detox diets. The diet can typically last for two to seven days and involve a number of fruits and vegetables and even spices that are not among the juices typically sold or consumed in the average Western diet. The diet is sometimes promoted with implausible and unsubstantiated claims about its health benefits.
The Magic Bullet is a compact blender sold by Homeland Housewares, a division of the American company Alchemy Worldwide, and sold in over 50 countries. It is widely marketed through television advertisements and infomercials and sold in retail stores under the "As seen on TV" banner. A feature-limited retail version not under this banner called the "Magic Bullet Single Shot+" is also available.
Colgate is an American brand principally used for oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by Colgate-Palmolive, Colgate oral hygiene products were first sold by the company in 1873, sixteen years after the death of the founder, William Colgate. The company originally sold soap.
William Darrell Mays Jr. was an American television direct-response advertisement salesperson. Throughout his career, he promoted a wide variety of products, including OxiClean, Orange Glo, Kaboom, and Zorbeez. His promotions aired mostly on the Home Shopping Network through his company, Mays Promotions, Inc although they aired on various other syndicated networks.
Guthy-Renker is an El Segundo-based direct-response marketing company that sells products directly to consumers through infomercials, television ads, direct mail, telemarketing, e-mail marketing, and the Internet. As of 2014, it has 8 different product groups, with an emphasis on celebrity-endorsed beauty products.
The Juiceman Juicer was one of the first products and brands to be sold through the infomercial format at the peak of the juicing craze in the summer of 1992. The Juiceman show featured pitch man Jay Kordich (1923-2017).It was marketed by Rick Cesari's Trillium HealthProducts, which had more than $100 million in sales attributed in part to the direct marketing of the Juiceman Juicer.
ReaLemon is an American brand of lemon juice that debuted in 1934, and is manufactured and marketed as of 2016 by Mott's, part of Keurig Dr Pepper. ReaLime is a brand of lime juice that debuted in 1944, is produced in the same manner as ReaLemon, and is also produced and marketed by Mott's.
Anthony John "Sully" Sullivan, often called The OxiClean Man is an English producer and pitchman of media shopping in the United States, best known for his roles in television commercials. He is the founder and CEO of the Sullivan Productions, Inc. which produces commercial spots for brands such as OxiClean, Nutrisystem, and Arm & Hammer.
History Seven Seas Ltd is a supplier of vitamins, minerals, and supplements in the United Kingdom and abroad. It began in 1935 when a group of trawler owners in Hull formed a co-operative venture called British Cod Liver Oil (BCLO) Producers to exploit one of the fishing industry's most valuable by-products. Kenneth MacLennan, previously of Lever Brothers, became General Manager of BCLO in 1936 to add relevant commercial experience to the then-board of trawler owners.
Beachbody LLC is a privately-held American multi-level marketing company that uses direct response infomercials, e-commerce, and individual sales consultants to sell home-exercise videos and dietary supplements. Beachbody's programs include Morning Meltdown 100 and 80 Day Obsession along with products like Shakeology, a low-calorie liquid powder containing "superfoods". The company was founded in 1998 in Santa Monica, California.
Jay Kordich was an American author and advocate of juicing and juice fasting. Kordich was best known as the "Juiceman" and the "Father of Juicing" in the United States.
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