The Electronic Retailing Association

SKY have reversed their proposal for the new Listing Methodology

In February, Sky launched a consultation document which proposed to cut the amount of long form teleshopping media that was available by around 20%. This was a serious threat to the industry.  ERA Global UK organised a meeting that was very well attended by our UK members and all companies with interests in UK longform media.  It was agreed that we would respond to Sky straight away, outlining our concerns and the effect that this would have on our industry.  It is clear that Sky heard our concerns, alongside those of the broadcasters, media agents and channel owning colleagues, as they have now dropped these plans to limit the media, and have actually increased the amount of media available to us! 

Donna Crossland, Campaign Director at High Street TV said “The proposals from Sky were a great concern to our industry but thanks to the actions of the Broadcasters, ERA Global and its members, we have achieved a great result together”.

 Simon Hinton, General Secretary of ERA Global UK said “It was brilliant to see everyone pulling together with help, suggestions and ideas.  I am delighted that Sky have reversed their proposal.  It’s great news for Teleshopping in the UK". 

More details about the NEW Listing Methodology for the SKY EPG.

“The major key to this business: interaction and keeping the viewers involved”

2020 nov bob budd margolis 2
Budd Margolis, expert in driving retail via commercializing digital and video platforms and one of Bob's old friends, connected to the webinar as a surprise

Are the rules back then still the same today? With the global pandemic’s impact on the world economy?

The relationship has been the key from the beginning. We all have a great responsibility that we are sharing products with the audience and make their lives better. When somebody ordered from the local radio, I (myself) would deliver the product to their house at the very beginning. Of course, this can’t apply now. But the relationship is so powerful. Because of the pandemic we face another environment. Many people stay and work from home and this is our great way to communicate.

“Back at the beginning we had to keep in mind that we were the most convenient way to (…) shop other than catalogues. I think we have to answer the question: how can we get more convenient to the consumer? Those who make it more convenient will succeed. (….) We can’t leave out the viewer. I hope we never lose that. That is the major key to this business: interaction and keeping the viewers involved. There is more competition now than ever before. Make sure you include the viewer in the process of selling!” said Bob.

Find out more about Bob‘s bestsellers over time and which products can raise sales nowadays in Bob’s  full interview.

 

“I call it my 3-52 rule”

2020 nov bob 1985
1985: the big moment when home shopping switched from radio to TV

And then came the big moment: in 1985, the station went national on TV and so home shopping also transitioned from radio to TV, shaping the industry the way it is today! But the initial move to TV came as a real disappointment: only 352 dollars worth of product were sold in the first 5 hours of the TV show. In contrast, Bob had been generating hundreds of thousands of dollars in sales via his radio show. One of Bob’s most successful radio campaigns was selling the first ever computer, with sales amounting to one million dollars in only one hour!

I call it my 3-52 rule. I’ve talked to so many entrepreneurs and they all want to succeed immediately. That’s not going to happen. I always tell them about my 3-52 rule. What if we had told ourselves (after the first 5 hours on TV) ‘that’s it, it’s not going to work!’.  Within 90 days, we did a million dollars a day! And then a billion dollars in one year! Home shopping was not a success from the start.