Marsha Kent’s Creative Genius & The Direct Response Television Industry

By Author: Marsha Kent
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With the expansion of digital technology, direct marketing through television has seen an impressive spurt in recent years. One of the pioneers of the Direct Response Television Industry is Marsha Kent, who has been in this industry since the late 1980s.
“If one applies one’s mind to the job ahead, anything and everything can be easily accomplished!” says Marsha. Her focus has always been to generate new business opportunities for Kent and Spiegel Direct, Inc., a firm that she started along with Peter Spiegel in 1992. “You need to think on your feet all the time, stay ahead of the competition, and most importantly, understand the need of the customer. Giving the customer what he wants is fundamental, the intrinsic key to any successful enterprise.” believes Marsha Kent
Marsha’s Infomercials in the early 1990s’ took off like fireworks in the sky- they were dazzling successes. From the first Infomercial- Miracle Blade I, which is currently running its 4th version, to other groundbreakers like The AB Coach, the Abflex Fitness System, the Bun & Thigh Sculptor and Micro Buddy, most products launched ...
... through the Infomercial buzzline grossed sales in million dollar figures. The Ab Coach entered the Top Ten of a keenly followed Report in America- the Jordan Whitney Report. Another fitness product, AbFlex, spent a number of weeks as the #1 show in the chart of successful infomercials. The number of Abflex units sold since its launch? A mindboggling 3 million units! That’s how successful Marsha Kent’s ingenuity and creative abilities in the direct response market has been.
Another hit story is the Microcrisp Food Wrap. A coated wrap, that creates the effect of baking in a microwave, Microcrisp started selling like hot cakes through the Infomercial. “Microcrisp increased microwave awareness,” says Marsha Kent. “People started realizing that microwaves could be used for more than just heating food.”
So were the KSD Infomercials a revolution of sorts? “I suppose so” agrees Marsha Kent. “They came on air at just the right time….. when the digital media was beginning to show its hidden potential, and consumers were waiting to lap up smartly priced products, that were unique and useful. Every product sold through KSD were major success stories.” says Marsha.
Awards and accolades? Kent & Spiegel have won many prestigious industry recommendations and awards, from time-honored institutions like NIMA International and the Direct Marketing Association of America. Marsha Kent does not just stop at Infomercials through television, but continues to tap many other channels of direct marketing in America and abroad- retail, catalogs, direct mail and of course, the Internet. Where does she want to go from here?
“Well, the sky is the limit! There is no end to successful marketing, is there?” she chuckles!