Kevin Harrington on Shark Tank, Inventing the Infomercial and Billions in Sales with Lewis Howes

Origins

Kevin Harrington, a pioneer in the infomercial industry, has revolutionized the way products are marketed and sold. As one of the original Sharks on "Shark Tank," he has brought over 500 products to market, leveraging the power of infomercials to build brands and expand internationally 1. Harrington's innovative approach began with the Ginsu knife set, where he realized the potential of filming live demonstrations to reach millions 2. He emphasizes the importance of understanding the financial and logistical challenges inventors face, noting that success often requires significant investment in tooling and manufacturing 3.

I first ran into this guy at a trade show, the home show, his name was Arnold Morris. He was cutting through a Coca Cola can and through hammerheads and then mufflers with a knife. And I watched him selling this. It was called the Ginsu knife set.

--- Kevin Harrington

His foresight in setting up international distribution networks has been crucial to his success.

   

Formulas

Harrington's success in the infomercial industry is attributed to a strategic formula that involves creating irresistible offers and solving unique problems. He has worked with notable figures like Tony Little, generating over a billion dollars in sales through a combination of infomercials and retail channels 4. Harrington stresses the importance of offering added value, such as additional products or reduced prices, to entice consumers 5. He also highlights the necessity of identifying products that solve problems in a unique way, ensuring they stand out in the market 6.

I look for something that has some kind of unique positioning, such that I say, is it unique enough such that there's nothing else that solves, is it a problem solver in a unique way?

--- Kevin Harrington

This approach has allowed him to maintain a competitive edge and achieve significant success in the industry.

   

Evolution

The infomercial industry has undergone significant changes, with media consumption shifting from traditional TV to online platforms. Harrington notes that TV viewership has decreased by 50% over the past decade, prompting a need for adaptation 7. In the early days, he capitalized on affordable media buys, such as purchasing six hours of airtime from Discovery Channel for $1,000 a day, which generated millions in sales 8. However, the cost of media has skyrocketed, making it challenging to maintain profitability through traditional channels 9.

As seen in the tv business is being. They're in the middle of disruption. Cause it's no secret there's a lot less people watching tv today than there was five years ago.

--- Kevin Harrington

This evolution underscores the need for innovative strategies to reach audiences in the digital age.