From Big Idea to Retail Success: The Johnny Carson Collection-Part Ⅴ: Hold the Phone

摘要

The telephone rings ... but who will answer? In the case of the "Johnny Carson Collection," phones had been ringing off the hook since a nostalgically funny infomercial for five specially edited "Tonight Show" videos debuted on TV stations across the United States. Thousands of would-be "Carson Collection" owners dialed the 800 numbers on their screens. But only the right telemarketing company could turn the consumer's desire for the videos to a paid-for reality―and capitalize on the original offer by encouraging further buys.