Ever wonder where all those addictive infomercials originate? Like California’s Silicon Valley, the Northeast has given rise to a similar infomercial mecca stretching from New England to the Philadelphia suburbs. One infomercial agency, Concepts TV Productions in Boonton, New Jersey remains at its center.
Founded by Montville, N.J., resident and Brooklyn native Collette Liantonio in 1983, this boutique has been involved in hundreds of infomercial hits. Four of its recent productions (Furniture Fix, Wonder Hanger, Twin Draft Guard and Total Pillow for Vermont-based marketer Hampton Direct) are contributing to this amazing success story. Concepts’ large portfolio of direct marketing clients also includes New Jersey based marketers TELEBrands, IdeaVillage, Ontel and Tristar Products.
“We are proud of all of the work we’ve done to create infomercial hits during the past three decades, but it’s our work with those in the Tri-State region, that has been the most satisfying,” says Liantonio. The president and founder of Concepts TV Productions has won more than 70 production awards for her direct response television work. “In fact, three of our Garden State’s earliest DRTV hit products, Ambervision (TELEBrands), Topsy Tail and Bedazzler (TV Winners), were crucial to elevating New Jersey into a leadership role in the world of commercial television.”
Concepts TV’s office, housed in an historic Victorian home in Boonton, is the creative center for the infomercial business. Liantonio, a member of the Women Presidents Organization (reserved for women leading multi-million-dollar businesses), believes that Concepts TV Productions’ success is bred by a no-nonsense business ethic, a powerful staff (including a number of key female executives) and her own “wordsmithing” ability.
“The key to writing direct response copy is being able to create ‘metaphors for the masses,’” Liantonio says of her creative knack that has brought millions of dollars worth of sales to products like the Perfect Pasta Pot, the Go Duster, Bottle Top, the Amish Heat Surge Fireplace and hundreds more. “I recognize that magic moment, the point in a commercial that finally pushes a consumer to buy the product.”
Liantonio’s leadership has pushed not only Concepts TV Productions to great success, but it’s also helped move the infomercial business in the Tri-State area to new heights in new media. Her team’s extensive capabilities include: creative development, scriptwriting and storyboarding; experience in testimonial development and casting (including celebrity talent); set design, animation, original music scoring and editing; and knowledge of the post-production facets of your campaign, like media placement, website development, social media, telemarketing and more.
“We’re always excited to work on new products — whether they come from traditional brands or the best DRTV marketers, like many of our friends here in New Jersey, New York, Pennsylvania and New England,” Liantonio says. “We are confident that any marketer looking to break into DRTV can be successful with Concepts TV Productions.”
Concepts TV Productions, based in Boonton, N.J., is one of the world’s most experienced producers of DRTV commercials and infomercials. Its direct marketing expertise has helped our clients achieve billions of dollars in sales. Many infomercials have become direct response television legends as a result of outstanding sales success.