Nature's Cure DRTV/Direct-to-Consumer Strategy

Background:  Nature's Cure had always relied on radio advertising to support its retail sales, but the spending needed to make an impact had escalated as the company expanded its distribution nationally.

Action:  I identified direct response as a way to get targeted TV media for less, gain direct sales while increasing retail sales, and have immediate access to results for continuous campaign improvement.

I sourced and set up telemarketing, fulfillment, and e-commerce capabilities, collaborating with other functions and suppliers to integrate with existing systems. I also managed creative development to maintain the premium Nature’s Cure brand image while incorporating the proven elements of direct response.

Results:  The company moved all its broadcast advertising dollars into DRTV, and got better results at half the cost.  This initiative elevated the Nature's Cure brand image, increased its reach and brand awareness, boosted sales and cashflow, and helped the products in the line maintain their distribution.

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