 VIDEO: Rug Doctor |
"Rick Cesari and his team have been great partners. They learned about our product and produced a show we are proud of and that is working for us financially. They also buy all of our media. We have experimented with other media buying companies, but none has outperformed Cesari's media buying team, and it's just simpler using one agency."
Tim Wall
CEO and President
Rug Doctor, LP
Successful Campaigns: Rug Doctor
The Rug Doctor "Cleans House" Using DRTV!
In May of 2005, Rug Doctor, LP, chose Cesari Direct to produce a 30 minute infomercial promoting the sale of their Mighty Pro carpet cleaning machine. Historically, Rug Doctor had only rented their machines through their network of 33,000 nationwide rental kiosks, primarily in grocery stores and sold their cleaning products through retail partners and their website. In the past, the company experienced minimal response to their 30 second traditional ads with virtually non-existent website sales of their cleaning products.
One potential barrier to the sale of the machine was its $600 price. Skeptics warned this obtrusive price point could potentially "cannabilize" their Mighty Pro rental revenues and jeopardize relationships with their grocery store retail partners.
Cesari Direct produced both a long form infomercial and 5 minute short form "spot" incorporating the existing Rug Doctor brand icons within the production. Both shows have been very successful and have subsequently rolled out nationally with a $1M per month media budget.
As a direct result of Rug Doctor's DRTV effort, the infomercials have generated the following results for the company:
- A 15% lift in retail sales in one year.
- Website sales increase of 114% when compared to the previous year!
- The website sales alone cover the advertising budget to lift brand awareness.
- 2006 annualized net profits to be Rug Doctor's best in more than 5 years.
Rug Doctor has experienced first hand the ability of a DRTV campaign to drive sales and build their brand. Due to this positive experience, they have engaged Cesari Direct to apply this same strategy to their new product line through their other company, Nature's Finest Candles.
Rug Doctor featured in Response Magazine (March 2007- p.32)
http://www.response-digital.com/response/200703/
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