MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ..

 

Squid Soap Launches Major DRTV Campaign

Published: 12/06 - Biz.Yahoo.com

 

New Advertising Campaign Gives Boost to Retailers Nationwide
 
Austin, TX, December 1, 2006 - SquidSoap, LP, today announced the launch of a major direct response television campaign featuring its innovative hand-washing product. The nationwide campaign will take the company's aggressive marketing efforts to the next level, and is expected to dramatically increase both awareness and sales of SquidSoap.
 
"We expect this DRTV campaign to dramatically increase sales with retailers carrying SquidSoap on their shelves," asserted John Lynn, Director of Marketing of SquidSoap LP. "Studies show that for every DRTV sale, retail sales increase by 5 to 10 times, compared to product sales that are not supported by DRTV campaigns."
 
SquidSoap features an inventive and fun soap dispenser that teaches children how to properly wash their hands, increasing the chances of killing germs and lowering their risk of disease. It features an "ink stamp" on the soap plunger that leaves an ink mark when someone uses it. The non-staining, nontoxic ink washes off after 15 to 20 seconds of scrubbing with soap and water. The classically-shaped blue bottle is covered with a lively orange rubber squid that children find fun and irresistible.
 
SquidSoap has been featured on "Good Morning, America," HGTV, InStyle Magazine, Parents, Redbook, Quick & Simple, Woman's Day and hundreds of other newspaper articles and blog sites as a result of an extensive public relations campaign designed to educate consumers and retailers about the product's benefits.
 
The new direct response TV campaign will take the marketing campaign to the next level. The campaign will consist of short-form spot commercials one and two minutes in length that will entice viewers to immediately pick up their phones to order SquidSoap. The direct response marketing team includes West Telemarketing www.west.com ( a $2 Billion Omaha based communication company), Koeppel Direct www.koeppeldirect.com (a national, leading direct response media buying firm), and Innovative Direct Response www.innovativedr.com ( a world class direct response production company).
 
According to Lynn, most of the cost of the DRTV campaign will be paid for by the direct response sales resulting from the commercials. This allows SquidSoap to do millions of dollars of TV advertising in 2007 that will continue to educate consumers and further drive retail sales upward.
 
With this level of advertising and consumer education, the company fully expects that the product will be a big hit on retailers' shelves.
 
Click Here to view the entire article