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The Dinovite Story |
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Today, in its 4th year, my campaign encourages Dinovite's happy customers to reorder, and "aware non-triers" to finally do something about their stinky, itchy, scratchy, shedding or otherwise Miserable Pooch. Dinovite is today the leading brand in the obscure, unheralded category of "Canine Health Food Supplements." You, of course, compete in a different category. Your best prospects, though have simply reached some other form of Critical Stink. A little background information is in order. Can you summarize your own Unique Situation this concisely?
Dinovite is a canine food supplement. It's a recipe of enzymes, proteins, and probiotics that are critical to a dog's digestive and immune systems. Those fragile nutrients are always cooked out of commercial dog food. Without them, the canine immune system weakens and a dog becomes susceptible to any number of miseries.
Neither you nor most vets know much about canine nutrition, but if either of you find your way to Dinovite.com, you learn that a few tablespoons of Dinovite mixed into any kibble or canned dog food can help most dogs heal themselves within 90 days. Dinovite.com is loaded with glowing testimonials, pictures of happy dogs, and detailed feature-benefit descriptions of the ingredients. There's a simple shopping cart, recommended Daily Dollops for various sizes of dog, and Ed's explicit money-back guarantee. For the first two years, we built first time trial. By mid 2008 Ed had refined his website, customer retention and customer service protocols. Today, Repeat Orders are a healthy 60% of revenues. We run an OEF flight every 4th or 5th week on 20 or so Sirius XM channels. The spots drive in 30% or so of daily home page hits. In 2006 we average 1,400 Target Audience Gross Impressions per HPH. We still do. The advertising challenge was that people with stinky, scratching, shedding dogs take months to notice it and then think their pets have a medical problem. They will spends hundreds, even thousands of dollars on over-the-counter or veterinary remedies that don't solve what is basically a nutritional issue. Eventually, they get to the end of a long Trail of Tears, and finally pay attention to one of my commercials. Dinovite is a classic example of how distinctive creative and Optimum Effective Frequency Flighting can build awareness and steady response for a unique brand with a modest Media Cost Per Sale and one of the slowest Steam Speed target audiences known to man. |
Year I - Jan 06
MP3 format Year II
Stinky II :60 Year III
Stinky III :60 Year IV - Jul 09
50 Very Sad Dogs Savage-Ingraham
Michael Savage
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© 2010 PETER A. BURKHARD (407) 895-3092) peter@burkhardworks.com |