Short Form DRTV
Background/Problem
- Safe Step Walk-In Tubs are one of America’s leading easy step-in tub providers.
- Safe Step began marketing their tubs through a DRTV campaign targeting seniors.
- Safe Step were only using print and digital prior to engaging our media buyers to strategize and implement a DRTV campaign.
- Safe Step wanted to start a DRTV campaign to compliment their other programs while maintaining their marketing cost percentage.
Solution
- TVA’s media buyers developed a series of innovative media buys inside senior related networks &programming.
- They negotiated a quarterly media package on Price is Right that gave Safe Step the mass audience exposure it had longed for, and to establish itself in the senior space and achieve its marketing cost goals. The package also allowed them to purchase media rates that were lower than traditional TV rates.
- Our buyers also bought senior targeted programming on networks such as, TV Land, WGN, & BBC along with satellite TV networks, which were more effective in hitting their desired audience.
- Our buyer’s comprehensive DRTV media implementations helped Safe Step maintain their marketing cost percentage while scaling their business.
Safe Step YOY Results
Media spend increased from Year 1 to Year 3 by 2x while the marketing cost remained at its desired goal from year 1.
Q1 spend increased year over year by 19%, while marketing cost remained flat.
