Keith Mirchandani, president and CEO of Tristar Products, doesn't mince words when crediting those around him for the company's third-place finish in DRMA Marketer of the Year voting. "It is a great accomplishment for Tristar. In order to become a successful marketer, you need to have great employees — which I have! You also need to be supported by a strong partnerships with telemarkerters, manufacturers, inventors, etc. — all of which I have been fortunate to work with."
Mirchandani also believes that Tristar's two decades of success helped voters take notice. "After 20 years, we continue to produce winning shows," he says. "We give value to consumers and offer great products. We have been working with some of our partners in the industry for more than 20 years and, not only have we made each other very successful and built solid working relationships, we have also become friends."
It certainly helps that Tristar's recent successes in its DR-toretail model have been even more impressive than usual. "The Genie Bra brand is now in it's third year and continues to grow by leaps and bounds as we expand into the lingerie/apparel category," Mirchandani says. "This clearly fits into our overall concept as a company as we continue to focus on building brands. As we have seen with the Power Juicer and other categories: we take a product and build a brand that lasts well after DRTV has slowed down — and we move to more traditional advertising to support retail. retail relationships to a whole new level — the most significant being Walmart, which is not an easy retailer to service. But we have done a great job."
Tristar has also responded to the technological changes affecting DR marketers. "The Web has clearly changed the way business is done. At least 50 percent of our business comes from the Internet," Mirchandani contends. "We have a strong team that is dedicated to making sure we fully understand and utilize social media platforms, such as Facebook and Pinterest."
That focus makes planning for the next year — and beyond — easier for Mirchandani and Tristar. "I am very excited as I look at the upcoming year," he says. "Tristar is continuing to build on its existing brands, such as Genie, as well as introducing a number of great products in various categories. Haircare and beauty will see some great products introduced through Tristar in the coming year."
This fits with Mirchandani's overall outlook for the space. "We believe the housewares, fitness and beauty categories will thrive in 2014," he says. "Women will always buy lingerie and great haircare products. Everyone wants to look good, and with the help of fitness products, they can achieve their goals. Consumers will want innovative items like our patented Flexable hoses, juicers and HealthMasters, which will continue to thrive in 2014 and years to come."