DIGITAL AND DIRECT RESPONSE

STRATEGY DRIVES

PRODUCT AWARENESS AND PLACEMENT

Capability: Market Communications Channel Strategy

Tools: AdvertisingPRSocial Media

Business Objective

  • Spur test market sales for a new residential irrigation product

Strategy

  • Develop a testimonial-driven direct response TV (DRTV) commercial to drive consumers to retail partners and ecommerce sites
  • Use DRTV media schedule to encourage brick and mortar merchants to carry product in high value test markets

Results

  • Product support doubled in-store placements
  • Test markets secured in all high value regions
  • Retail sales were 32% above plan
  • Brick and mortar retail outlets in test markets sold out

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