AJ Khubani, CEO and founder of Telebrands, the marketer of “As Seen on TV” products.
NYER last spoke to you in 2006. What has your company been doing since then?
Since 2006, Telebrands’ business has increased five-fold, in terms of revenue—mostly due to finding and launching more products. Today, the PedEgg, launched in 2007, has sold over 45 million units and is the top-selling “As Seen on TV” product of all time. Telebrands now tends to have 10 to 12 products on store shelves, the most of any company in the direct-response television space.
Where are you now?
We are proud to be celebrating our thirtieth year in business. While the two-minute infomercial has been our top format, we have expanded into 30-minute, long-form infomercials with OrGreenic cookwear and Who Knew? books. OrGreenic has been a huge success for us.
Where are you going?
Since Telebrands has already maximized distribution, our goal is to create more winning products. The pet category and housewares category have been huge sellers for us. We’ll continue to seek out products in those categories and expand further into beauty, gardening, electronics, books, and more.
How do you see your industry evolving over time?
Today’s buying habits are shifting more and more to online shopping; therefore, Telebrands is doing more internet marketing than ever before. The company has hired at least a half-dozen internet marketing experts in the past 12 months. We are driving more consumers to our websites. On top of that, we are doing pure social media marketing to increase sales.
Molly Gregor is the features editor of the New York Enterprise Report.