Is There Life After Google?

In January, 2006 Dinovite was a pure Pay-Per-Click web brand that grossed $5K per week. By mid 2007 it was a pure Pay-As-You-Go national network radio brand that grossed $180K per week.

When Marketing Cognoscenti finally notice a new National Brand they often assume that a Huge Corporate Entity and its Global Advertising Consortium have engineered that juggernaut. The idea that a Mom 'n Pop team on a rural farm and another guy on the phone could launch and sustain a National Campaign never crosses the sophisticated mind. Yet that's exactly who put Dinovite.com on the map in less than 18 months.

Ed & Cindy Lukacevic, their three children, and their dogs, horses, and sundry goats live on a 26-acre farm in Dry Ridge, KY. I live in Winter Park, FL. Ed has been building high quality pet foods for 12 years. I am the only human in America who writes, produces, voices, plans, buys and tracks the results of Network Radio advertising.

Since January 2006 Ed and I have attracted over 150,000 customers to a web site that once relied exclusively on PPC and SEOPS to eke out a weekly living. Ed used to mix up Dinovite in his garage. Today he has a staff of 40 and a 50,000 square foot factory that produces nine different brands.

From one overnight test on KABC-AM in Los Angeles we rolled out into Sean, Rush, Mark Levin, Michael Savage, Laura, Dennis, Stephanie, Randi... and onto the 2,000 or so news, talk, sports, country, or XM satellite stations served by Citadel, Premiere, ESPN, Westwood One, Jones, Salem, and NatAdCo.

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.

Your Chihuahua, Spaniel, or Bulldog begins to stink, shed, scratch and itch. Creams, lotions, salves... hundreds of dollars worth of allergy shots or steroids. Nothing works.

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
Stinky I :60
Healthy :60
Bumper :60

Year II

Stinky II :60
Jake :60
Molly :60
Scratch :60
Hair :60
Timothy :60
Zeilha :60
Brutus :60
Olive :60
Vets :60
Enzymes :60

Year III

Stinky III :60
Misery :60
Vets II :60
Hairballs :60
Stinky IV :30
Happy :30
Hair :30
Energy :30
Vets III :30
Enzymes II :30
Chew :30

Year IV - Jul 09

50 Very Sad Dogs
100 Happy Dogs
Quick Vet Visit
Allergy Season
Hairballs
Clumps
Happy Vets
The Bomb
Vacuum
Canned Heat

Savage-Ingraham
Endorsements Mar 09

Michael Savage
(1 of 3)
Laura Ingraham
(1 of 3)

Optimum Effective
Frequency

OEF Flighting

Media Cost per Sale

GMC/C=X

Basics of Direct
Response Radio

Calls & Clicks, Sales, Rollout = Profits


In January, 2006 Dinovite was a pure Pay-Per-Click web brand that grossed $5K per week. By mid 2007 it was a pure Pay-As-You-Go national network radio brand that grossed $180K per week. When Marketing Cognoscenti finally notice a new National Brand they often assume that a Huge Corporate Entity and its Global Advertising Consortium have engineered that juggernaut. The idea that a Mom 'n Pop team on a rural farm and another guy on the phone could launch and sustain a National Campaign never crosses the sophisticated mind. Yet that's exactly who put Dinovite.com on the map in less than 18 months. Ed & Cindy Lukacevic, their three children, and their dogs, horses, and sundry goats live on a 26-acre farm in Dry Ridge, KY. I live in Winter Park, FL. Ed has been building high quality pet foods for 12 years. I am the only human in America who writes, produces, voices, plans, buys and tracks the results of Network Radio advertising. Since January 2006 Ed and I have attracted over 150,000 customers to a web site that once relied exclusively on PPC and SEOPS to eke out a weekly living. Ed used to mix up Dinovite in his garage. Today he has a staff of 40 and a 50,000 square foot factory that produces nine different brands.
From one overnight test on KABC-AM in Los Angeles we rolled out into Sean, Rush, Mark Levin, Michael Savage, Laura, Dennis, Stephanie, Randi... and onto the 2,000 or so news, talk, sports, country, or XM satellite stations served by Citadel, Premiere, ESPN, Westwood One, Jones, Salem, and NatAdCo. 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. Your Chihuahua, Spaniel, or Bulldog begins to stink, shed, scratch and itch. Creams, lotions, salves... hundreds of dollars worth of allergy shots or steroids. Nothing works. 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 Stinky I :60 Healthy :60 Bumper :60 Year II Stinky II :60 Jake :60 Molly :60 Scratch :60 Hair :60 Timothy :60 Zeilha :60 Brutus :60 Olive :60 Vets :60 Enzymes :60 Year III Stinky III :60 Misery :60 Vets II :60 Hairballs :60 Stinky IV :30 Happy :30 Hair :30 Energy :30 Vets III :30 Enzymes II :30 Chew :30 Year IV - Jul 09 50 Very Sad Dogs 100 Happy Dogs Quick Vet Visit Allergy Season Hairballs Clumps Happy Vets The Bomb Vacuum Canned Heat Savage-Ingraham Endorsements Mar 09 Michael Savage (1 of 3) Laura Ingraham (1 of 3) Optimum Effective Frequency OEF Flighting Media Cost per Sale GMC/C=X Basics of Direct Response Radio