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Leading Online And Print Catalog Seeks To Expand Brand Identity And Customer Base Via Infomercial For Flagship Oven
BOCA RATON, FL (Sept. 10, 2003) - Infoworx, the leader in turnkey informarketing, is gearing up to debut a direct response television campaign in early October for popular catalog marketer, Ginny's Catalog, in an effort build brand for the marketer while expanding the customer base through multi-channel marketing.
Ginny's, which is celebrating its 15th year of circulation, is leveraging its popular "Everything Oven Plus" for this multi-channel brand building campaign. The campaign is designed to drive consumers to a toll-free phone number or the Web site, www.ginnyscatalog.com to order the $169.95 all-purpose oven. The low cost, space-saving oven has a grill and griddle attachment, toasts, broils, bakes, roasts and allows for rotisserie style cooking.
Infoworx has developed three different infomercials for the oven. The first offer is the four-pay package. The second offer advertises Ginny's "Choose and Charge" credit program, in which customers pay $20 per month. This specific offer was created to secure repeat customers that will continue to purchase Ginny's products via the credit program. The third offer, which is also built around the "Choose and Charge" program, advertises two upsells on air, the Pour & Serve Cookware and the Dual Carafe Coffeemaker, each available for $89.95. This on-air upsell is unique to the DRTV arena, as call center operators have historically executed upsells exclusively. Infoworx will continue with the best performing version, based on one-week tests. Celebrity chef Tell Erhardt and DRTV veteran Susan Williams hosts the infomercials, which focus on demonstrations.
"Ginny's is beginning to understand the power of multi-channel branding," said Ron Perlstein, CEO and Founder of Infoworx. "If you can brand a product while getting a reasonable return on your ad dollar through DRTV, the branding campaign pays for itself," he added.
ABOUT RON PERLSTEIN & INFOWORX:
With over 20 years of experience in the direct response arena, Ron Perlstein brings an expertise in infomercial media funding, legal compliance, celebrity acquisition and international distribution. Infoworx has successfully applied its turnkey infomarketing philosophy to create long-running profitable DRTV campaigns for a variety of clients ranging from the housewares to finance and business industry including Healthsaver Club, Micro Pro, Journee Cremes, Carnival Cruises, Pain Ease and Invent-Tech. Most recently, the company launched a highly successful direct response television effort for Roomba, the world's first mass marketed robotic vacuum cleaner. Infoworx built marked brand awareness for the vacuum, as it has been lauded in leading publications including Fortune Magazine, USA Today and Time.
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