|
Traditional or Direct Response Advertising - One Company’s Response to the Great Media Debate
Market fragmentation and segmentation are familiar nuisances for advertisers. This, coupled with new media and dramatic shifts in listener and viewer patterns, is forcing media executives to constantly evaluate their ad spends and adjust strategies. In addition to knowing where to spend advertising dollars, today’s planners and buyers must determine how to get the greatest return on their company’s investment. It is the debate on how – whether through traditional branding or direct response advertising – that remains heated between marketing gurus and media master minds.
Whippany, NJ (PRWEB) June 3, 2006 – Market fragmentation and segmentation are familiar nuisances for advertisers. This, coupled with new media and dramatic shifts in listener and viewer patterns, is forcing media executives to constantly evaluate their ad spends and adjust strategies. In addition to knowing where to spend advertising dollars, today’s planners and buyers must determine how to get the greatest return on their company’s investment. It is the debate on how – whether through traditional branding or direct response advertising – that remains heated between marketing gurus and media master minds.
This summer, one company going back to its direct response roots is TRIMSPA. With the launch of their new, non-Hoodia based weight loss product, METABOSPA, the company is not only testing the ROI on direct, product-centric messaging, but their ability to get the product to market earlier than the window for its inclusion at retailers allowed.
“The decision to go direct response allowed customers to get their hands on the newest S.P.A. collection formula METABOSPA months earlier. In fact, the very same day we received it, it shipped. In, out—very cool,” said Marketing Vice President Naté Limardo, who with the aid of her in-house team, helped produce the national television spot. Limardo continued, “We have a new product that is clinically proven to work—ready and available to ship. Why wait until retail outlets have met full distribution levels? Simple really.” According to Limardo, the DR campaign, a precursor to the retail rollout, will allow the company to effectively measure ROI while driving demand in the market at the retail level. “It should prove a win-win move for everyone,” concluded Limardo.
The strategy, for TRIMSPA, is not without merit. Before hitting it “big” in 2003, when spokesperson Anna Nicole Smith shocked America with her remarkable X32 weight loss, TRIMSPA focused primarily on direct response advertising. That campaign created such a high demand that the product was thrust into retail outlets such as Wal-Mart, Rite Aid, Walgreens and more. It was the first time in the company’s history to move from DR into brand centric messaging. The test is whether that success can be duplicated.
While Anna Nicole is TRIMSPA’s most famous and well-recognized weight loss success story, the new national television spot focuses on the success stories from ordinary people.
About TRIMSPA, Inc.
TRIMSPA, Inc., headquartered in Whippany, NJ, is committed to providing safe and effective dietary supplement formulations and unparalleled customer service. With its suite of products – TRIMSPA X32®, leader in the weight loss category, TRIMSPA® Ultra™, and TRIMSPA® Energy; and the launch of its 2006 Million Dollar 12-Week Challenge, TRIMSPA’s crusade is to help reshape America, and the world, one body at a time. The Company has been a supporter of various high-profile celebrity events, such as the American Music Awards, Critics Choice Awards and has worked with numerous charitable organizations including the Millennium Women's Foundation, Susan G. Komen Breast Cancer Foundation®, American Cancer Society®, and Make-A-Wish Foundation®. TRIMSPA X32 has been the “Official Weight Loss Product” of the Hawaiian Tropic®, Mrs. America® and Mrs. World® Pageants.
TRIMSPA products are sold in thousands of domestic retail outlets and select international markets. Products are also available at www.trimspa.com or by calling
1-800-TRIMSPA.
# # #
|
