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This profile was last updated on 12/10/13  and contains information from public web pages and contributions from the ZoomInfo community.

Dr. Timothy Kerr

Wrong Dr. Timothy Kerr?

President

Phone: (866) ***-****  HQ Phone
Email: t***@***.com
Local Address: 309 Greenwich Avenue Suite 202 Greenwich, Connecticut, United States
KERRmercials Inc
Twelve Cary Road
Riverside, Connecticut 06878
United States

Company Description: KERRmercials is one of the fastest growing firms in the most rapidly expanding segment of marketing. Why? Because our clients are enthusiastic about the results (...   more
Background

Employment History

  • Creative Director
    Harbor Associates

Board Memberships and Affiliations

Web References
About KERRmercials — KERRmercials
www.kerrmercials.com, 10 Dec 2013 [cached]
KERRmercials was founded by Tim Kerr in 1994 after serving as Creative Director of Harbor Associates, a pioneer in the DRTV industry. At Harbor, Tim worked on campaigns such as 3D puzzle, Wacky Vac, Miracle Mop, Handy Hanger, Whisper 2000, and DuraShears.
Since its start, KERRmercials has regularly appeared on the Jordan Whitney's top ten list having at least two of its commercials on the list every month in 1997 and in June, 1997 gaining five of the top ten spots, an unprecedented achievement.
Although awards are helpful in reputation-building - and Tim has won his share including MATRIX awards and ones from the National Federation of Press, sales are the only real measure of accomplishment.
KERRmercials, Inc. - Direct Response Commercials
www.kerrmercials.com, 18 Jan 2011 [cached]
Tim Kerr with Fred Paddock
...
KERRmercials was founded by Tim Kerr in 1994 after serving as Creative Director of Harbor Associates, a pioneer in the DRTV industry. At Harbor, Tim worked on campaigns such as 3D puzzle, Wacky Vac, Miracle Mop, Handy Hanger, Whisper 2000, and DuraShears.
Since its start, KERRmercials has regularly appeared on the Jordan Whitney's top ten list having at least two of its commercials on the list every month in 1997 and in June, 1997 gaining five of the top ten spots, an unprecedented achievement.
Although awards are helpful in reputation-building - and Tim has won his share including MATRIX awards and ones from the National Federation of Press, sales are the only real measure of accomplishment.
KERRmercials, Inc. - Direct Response Commercials
www.kerrmercials.com, 18 Jan 2011 [cached]
Tim Kerr tim@kerrmercials.com
hawthorne direct::: Trade articles - Product Selection
www.hawthornedirect.com, 1 May 2001 [cached]
"If they have to open their hood, they're gone," says Timothy Kerr, president of KERRmercials Inc. in Greenwich, Conn.The producer of Prestone's "JumpIt!"and "InflateIt!"shows, Kerr says opening the hood implies work -- something no car owner really wants to get involved with, even if it means simply pouring a bottle of additive into the engine.
To overcome that apprehension, Prestone packages a coupon for free installation from the retailer with the additive.Consumers buy the product, then schlep down to their local gas station to have someone else do the dirty work.
They may not like popping hoods, but they do like being safe -- a realization that surprised Kerr."Based on our last two shows," Kerr contends, "this may be the only DRTV category in which safety sells."
...
But where Howard sees a decrease in hit shows, Kerr sees opportunity.
...
Old-guard DR marketers, says Kerr, are shying away from testing the automotive aftermarket category and new corporate clients are holding back on spending the dollars they had budgeted for alternative media.That, says Kerr, results in fewer shows and fewer buys and leaves the window of opportunity open for the marketer with a good product and show.
"There's tremendous opportunity here because a hot automotive item will sell in any market," says Kerr."The competition for consumer dollars is less, leaving some good opportunities out there for savvy marketers."
When it comes to upsells and cross-sells in the automotive category, Kerr says adding a second item to the offer always works best.Once the money and time have been spent closing a sale, he adds, offering a second unit at a discount tends to elicit the best response rate -- as long as the two are "tied" in the right way."You can offer a wheel cleaner with a car wash, but not a can opener," explains Kerr."Like any other category, it's about the psychology of the sale."
Auto club upsells also work well with some products.For the Prestone shows, a $70- to $80-value auto club membership was offered for $19.95.It was an easy sell, says Kerr, but it didn't pull the same numbers as a second unit did, even though the latter was three times the price of the auto club.The problem, he says, is that upselling an item that's not part of the original product line means having to start from scratch with the sale.
"If a caller has already decided to buy the product, it's easy to buy two," says Kerr.
...
The category as a whole, Kerr says, is challenged by its own products, which, he believes, have become archaic and uninspired."We've all been selling that same bottle of car wax for 20 years," he says, adding that KERRmercials is currently working on a few new spots, including one for wiper blades, an additive and a car wash product.
"That's actually a little less than what we normally do," he contends.
PRODUCTION
www.responsemagazine.com, 1 Sept 1992 [cached]
Timothy Kerr, president of KERR-mercials in Greenwich, Conn., says a lot of the problem is also that producers forget who the star of their shows should be. "I think it's easy to get distracted when you're shooting celebrities and working with stars and things.You can forget that the product is star--that it needs to get the best lighting, the best lines, the best focus, everything," says Kerr. Problems like these can go beyond getting too creative."When you forget who the star is, people can get too caught up in form instead of content," he says."I mean, no one ever said, 'I would have bought that product if it was in Geneva instead of Helvetica Bold.' Likewise, especially on long form, producers get caught up in the "bigger shot" too much, says Kerr."You don't need to pull back so much and see every angle; it's close-ups and extreme close-ups that sell product.The product is the star and should fill 80 percent of the screen whenever possible."
Corporate-ese Some of the changes seen in shows over the past few years could be attributed to the growing number of corporations that have embraced the DRTV medium.These new clients are used to traditional advertising methods and want to see their shows produced in specific ways.
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