New Sales Strategy For a Tough Retail Economy: National Back Care Retailer Launches Direct Response TV Campaign

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Relax The Back is using Direct Response Television to showcase their ergonomic furniture, bedding and therapeutic products in a 30-minute infomercial. The spots feature actual RTB franchisees, employees, and clients, as well as medical professionals who have found the products beneficial for their patients.

As a retailer with a very unique profile, we think talking directly to our customers and answering their needs will be a huge benefit of this effort

What does a unique, national specialty retailer do to drum up interest and sales in a slowing economy? If it's Relax The Back, they take their story to TVs nationwide, and devote 30 minutes to telling it.

Direct Response Television (DRTV) has been largely used to drive sales on 1 or 2 specific products.

The new "infomercial" is believed to represent the first use of Direct Response Television by a retailer focusing on both its broad range of products and its commitment to customer service. The spots feature actual RTB franchisees, employees, and clients, as well as medical professionals who have found the products beneficial for their patients.

"We have a unique story that doesn't translate fully in print ads or 30-second spots," said Leanne Mattes, Vice President of Marketing. Relax The Back "We're a different kind of retailer. By using DRTV, we can showcase clients who rely on us to provide solutions to their back & neck pain, doctors and educational websites, like SpineUniverse.com, who recommend us because of our understanding of the postural issues their patients are dealing with, and helpful products that can't be found anyplace else."

The new campaign will broadcast a 30-minute program over three weeks on Fine Living TV, The Biography Channel and the Golf Channel. The info-packed show will be supplemented with a two-minute spot (Relax The Back infomercial) showcasing the retailer's ergonomic furniture, bedding and therapeutic products.

Relax The Back was drawn to the DRTV format, which until now was used to drive sales of individual products or services. They credit the medium's ability to be measured -- and to create relationships with customers -- as key attractions.

"As a retailer with a very unique profile, we think talking directly to our customers and answering their needs will be a huge benefit of this effort," Mattes said.

Marketing trend-watchers are keen on DRTV now, given a softening economy. They find the medium especially useful for high-end products and services (Why DRTV ads remain viable).

About Relax The Back
Relax The Back is North America's largest specialty retailer of ergonomic and comfort products. Based in Southern California, the company operates over 120 franchise locations nationwide. Relax The Back offers a comprehensive line of products to prevent and relieve back pain through proper spinal support and alignment including ergonomic office chairs, Tempur-Pedic mattresses and pillows, back and neck supports, massage chairs, fitness and therapy products, and Zero Gravity recliners. Information about the company and its products can be found at Relax The Back.

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Colleen Troy
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