This company is the inventor and retailer of the home robot vacuums. The product line includes both robotic dry vacuums and robotic wet vacuums. The company distributes most of its products through DRTV. When they came to Ionic, this company spent most of their advertising budget on infomercials.
The use of infomercials had made the product seem gimmickly. Growth had been slow and they needed to super-charge their revenues.
Used short-form direct response television (60-second and 120-second spots) using highly efficient national cable as well as local television. Managed campaigns based on detailed ongoing analysis of economic performance. Worked with client team and kept the spots that worked and tested new spots that drove improved performance.
Consumer response was positive to the DRTV campaign. The company became highly successful selling over 1 million units. Since DRTV media is considerably less expensive than branding spots, this company was able to afford a higher level of media weight than it would have reached through the use of branding media only. This company was named by Advertising Age as one of 2003's Top 50 Marketers, principally due to its innovative and untraditional media strategy.
IONIC VIEW
“The key to success was the change in strategy to both build their brand equity and find a more effective means of driving sales.”
- JEFF BENDER
- Managing Director
