New Customer Acquisition at a reasonable cost per acquisition.
Well for starters, how about a product that nobody really wants? Let’s face it, admitting your need a personal emergency response system is, for most people, admitting you are getting old.
Combine that immense challenge with really small budgets compared to their multi-national competitor Phillips, we had our work cut out for us!
- Revamp and reinvigorate the brand.
- Change the positioning of the product to “Emergency Response” to “Smart Safety Solution”
- Communicate to our potential customers in way that does not insult their intelligence or create fear, but does tug a little on the heart strings.
- Employ a hybrid DRTV type TV execution using a combination of :30 & :60 second spots.
- Sales growth of 27% (YTD Q3 – 2018)
- Maintained an efficient advertising ROI
- Overwhelming positive feedback from customers on the new brand and in particular, the new TV Creative.