Winning in DR's Fittest Market15 Jan, 2010 By: Jacqueline Renfrow Response
There are several reasons for this success — part of it revolves around people being out of work and having more time on their hands to better themselves. Another reason is the decrease in gym memberships, leading to an increase in home fitness solutions. Yet another reason is the general desire for those down in the dumps to start fresh and revamp themselves, this year more than ever.
Although digital marketing has become an important element for marketing sports and fitness, those in DR will attest that television is still the prime channel for selling in this vertical. Television is a broad platform for these products that usually appeals to a mass consumer base, and it is also the best place to demonstrate the power of the transformation: seeing how an exercise machine, an eating plan and a lifestyle change can transform the average person into the fit person in the commercial.
Priority: Getting in Shape
One well-known name in the fitness circle for more than 20 years is Gaiam Inc., the Boulder, Colo.-based company focused on providing goods and services for a healthy lifestyle and a healthy environment. The company has used DRTV for years to launch products, and in 2009 Gaiam produced a successful sixth infomercial for the FIRM brand.
The brand’s latest product, the Wave, was first tested in September 2008 and went straight into rollout because it tested so well (coincidentally, it was about the same time the economy started to collapse). Surprisingly, according to Vice President and General Manager of Direct Response Tim Pearson, it even tested better at the higher price point and continued at this higher price for almost 10 months before it was dropped slightly. Pearson attributes a lot of the success to Gaiam’s winning formula for launching a product line. “The prop is the central item, and we usually have multiple DVDs, meal plans, an online club, and some type of wall chart or smaller item packaged in,” he says.