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The Hawthorne Direct Story

The Hawthorne Direct Story. Looking Back. After producing one of the first infomercials to air since 1984 which grossed more than $50 million in one year, Tim Hawthorne founded Hawthorne Communications (now Hawthorne Direct).

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The Hawthorne Direct Story

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  1. The Hawthorne Direct Story

  2. Looking Back • After producing one of the first infomercials to air since 1984 which grossed more than $50 million in one year, Tim Hawthorne founded Hawthorne Communications (now Hawthorne Direct). • The company began with $10,000 in personal funding, one client and $250,000 in media billings. • Hawthorne and one assistant worked out of a 250 square-foot office. • By 1989, the company employed 15 people with billings of more than $10 million. • The company had produced the most successful • stop smoking program ever: LifeSign with host E.G. • Marshal.

  3. Looking Back • In 1990, Hawthorne produced and launched an infomercial for Time Life – the first in a series of dozens of infomercial successes for Time Life created by Hawthorne. • In 1991, Hawthorne purchased an 80,000 square foot facility at 300 North 16th (formerly owned by Universal Producing Company). The company remodeled the offices and built a production studio and tape duplication facility.

  4. 300 N 16th Street - Fairfield, Iowa Home of Hawthorne Direct

  5. Universal Producing Company (Previous Owner of Building)

  6. Remodeled conference areas

  7. Looking Back • From 1991 – 1995, Hawthorne created highly successful infomercials for a number of major companies, including Braun and Apple Computer. • The company grew to 50 employees and billings of more than $55 million. • In 1996, Hawthorne won the DMA Echo Award for the Nissan infomercial – the first infomercial to win this coveted award.

  8. Display case in front lobby for awards won

  9. Looking Back • In 1997, Tim Hawthorne’s book, The Complete Guide to Infomercial Marketing, was published by NTC Business Books. • From 1998 – 2003, Hawthorne launched more successful campaigns for start up companies such as RotoZip and Aero, and for organizations and corporations such as US Navy and Procter & Gamble. • Hawthorne’s web site was developed and serves as a resource for individuals and organizations who want to learn about DRTV.

  10. www.hawthornedirect.com

  11. Hawthorne Direct Today • Today, Hawthorne Direct is one of the industry’s leading full-service DRTV advertising agencies with: • 18 years of experience managing 400+ long and short form campaigns in every product category • The industry’s most sophisticated DRTV computer analysis/management system • 65 employees • Creative/production facility and staff • Nine media buyers • 2003 billings: $85 million • Corporate office in Fairfield IA; western regional office in Beverly Hills • Satellite offices in: • Boulder and Colorado Springs CO, Lakeland FL, St. Simons Island GA, Sedona AZ, Alexandria VA

  12. Hawthorne’s Menu of Services • Product positioning, pricing • Creative and scripting • Production • Media planning, testing • Media buying and rollout • Media analysis/reporting • Tape duplication/trafficking • Inbound telemarketing & fulfillment management • Web site development • Integrated marketing Turnkey Service, Total Project Management

  13. AARP Aero Products Aladdin Industries Alps Electric Apple Computer Applica AT&T Bank of America Black and Decker Bose Braun Christian Children’s Fund Clorox The Disney Channel Fantom Technologies Ginsu Helen of Troy Kitchen Art Mantis Hawthorne’s Major Clients • O-Cedar • Mattel Toys • Mercedes Benz • Nissan • Nikon • Olympus • Oreck • Procter & Gamble • Redken Laboratories • Rotozip Tool Corp. • Slim Fast • Solutia • Taylor-Made • Time-Life • Time Warner/Roadrunner • U.S. Navy • Video Professor • Wagner Spray Tech Corp • Warner Home Video

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