Your Baby Can Earns Marketer of the Year Award18 Oct, 2010 By: Thomas Haire Response
Coming to work day after day this year and hearing stories from consumers and vendors of heartbreaking and amazing success stories motivated me to work harder and put more passion into my work than ever before,” says Denise Kovac, chief operating officer of Carlsbad, Calif.-based Your Baby Can LLC, the winner of the second annual Direct Response Marketing Alliance (DRMA) Marketer of the Year Award.
She continues, “The most touching to me was a special needs family who was able to communicate with their child for the first time through words with Your Baby Can Read. It was a message passed through a customer service rep, but it supercharged my motivation to take industry knowledge and apply it to a product that had such an unusual ability to empower children. So I am very grateful to my peers for being recognized — and it adds a meaning to my heart that it is for Your Baby Can.”
Largely due to the great success of the Your Baby Can Read product, the brainchild of Dr. Robert Titzer that launched on DRTV in April 2008, Your Baby Can earned a decisive margin of victory among the more than 1,000 votes cast by DR industry marketers and vendors, while the other two finalists — BJ Global Direct (marketers of the successful Kymaro line of beauty products) and FitnessIQ LLC (marketers of the viral sensation Shake Weight) were neck-and-neck in the battle for second place. Kovac accepted the award in front of an overflow crowd at a ceremony and cocktail event on Sept. 22 at Las Vegas’ Haze nightclub, located in the Aria Resort & Casino at CityCenter.
Your Baby Can, which has sold nearly 1 million units of the Your Baby Can Read product (via DRTV, online and retail) and claims $90 million in annual revenue, also offers such childhood learning products as Your Baby Can Learn and Your Child Can Read. Kovac believes that the company’s products not only strike a chord with consumers, but also with Your Baby Can’s staff. “Many of our employees have been in marketing for most of their careers, but this is the first time that we were able to market a product that can have a long-term effect on the lives of children — not only in our country but around the world,” she says.
Creating a well-known brand has worked well for the team at BJ Global Direct, where the Kymaro line — including the Kymaro New Body Shaper and Kymaro Curve Control Jeans — was responsible for much of its success in the past year. Meanwhile, the third finalist, FitnessIQ, has seen its Shake Weight line of fitness products gain widespread and viral consumer notice not unlike the Snuggie, which helped earn Allstar Marketing Group the 2009 DRMA Marketer of the Year award.
These three standouts earned finalist status in an industry vote among the top 10 nominees for the DRMA Marketer of the Year Award. During the coming months, each of the 10 nominees will be profiled in the pages of Response. However, these three finalists — and the winner — have truly set themselves apart.
Your Baby Can … Win!
Kovac, who “grew up in a home with direct-to-consumer sales, paid my way through college working in direct sales and joined this industry in 1988,” believes that consumers embraced the Your Baby Can Read product due to a successful, multi-faceted ad campaign that demonstrates how well it works. That campaign includes integrating long-form and short-form commercials, radio spots, print ads and an Internet campaign.
“Dr. Titzer had a vision when his daughters learned to read and used a ‘grassroots’ marketing campaign to spread his amazing reading and learning systems around the world,” Kovac says. “The past couple of years have allowed him to share his project of passion with millions of families and potentially change the academic future of the world.”
The campaign highlights that passion. “Our direct response campaign features real children with real success stories!” Kovac exclaims. “Universally, people love to see success stories involving children, and we are thankful to our producer for being able to bring those real-life stories to an appreciative audience.”
Expansion has come naturally for the company as the initial product’s success grew, not only in the form of new products and sales at retail, but also internationally. Kovac says, “The most significant accomplishment in the past year was being able to expand the brand to many countries and many languages — and therefore reach children around the world. We have translated the entire program into Spanish, French, Japanese, Korean, Portuguese and Russian, to name a few, and children will be learning not only to read in their native language but other languages around the world.”