Electronic Retailer - September 2012 - 55

by a cable channel to present nuvoH2O as part of a three-product, 30-minute show. When the program’s producers told him what they were doing was “basically an infomercial” he decided to contact Cesari Direct and craft his own 30-minute program – for a comparable price as the eight-minute segment. Washburn chose Seattle-based Cesari Direct because of the company’s long history of successful, long-form DR campaigns. Its founder, Rick Cesari, was the first person to use an infomercial to build a national brand name: The Juiceman Juicer. The company’s “building brands using direct response” model created a buzz with the success of The Sonicare Toothbrush DRTV campaign in 1993. It followed with longform national brands for The George Foreman Grill, OxiClean, Orange Glo, and Rug Doctor, LP. Cesari Direct also pinpointed the nuvoH2O DR media strategy to specific geographical areas, such as some regions in California, where salt-water systems are banned and areas where nuvoH2O is exhibiting at home improvement shows. The long-form program was well received, especially when consumers learned they could save money while no longer lugging 50-pound bags of salt into their homes several times a month. Another secret to the campaign’s long-term success is the use of a key group of dedicated customer service representatives that are employees of nuvoH2O. These highly trained technical specialists are also skilled at sales. This has helped keep return rates and bad debt to a minimum, resulting in significantly more revenue dropping to the bottom line. The long-form DRTV program is also driving significant, qualified traffic to its website. An integrated online campaign that includes paid search, social media, banner, re-targeting, and affiliates, has proven to be a formula for success. The online marketing relies on the offline DRTV media to keep the online cost per acquisition in the target range. Because the nuvoH2O systems provide more efficient, longer-lasting pipes, fixtures, and appliances, consumers can save thousands of dollars in household expenses. It allows homeowners,

property managers and investors to use 55 percent less soap, detergents, and lotions making cleaning homes and businesses easier and faster. In addition, the process leaves skin smoother and healthier; clothing and linens are softer, brighter and longer lasting; and dishware and stemware clearer and cleaner. Traditional water softeners discharge as much as four gallons of salty water for every gallon of treated water. In addition to the problem of the significant wasted water, many municipalities are banning the use of salt in softeners to stop its harmful effects on the municipal water treatment systems. Most other softeners condition your water by removing the healthy minerals. According to the World Health Organization guidelines for drinking-water quality, these minerals are beneficial to our health and should remain in the water. nuvoH2O Water Softening Systems was eager to educate the public on how its products could save consumers money while extending the life of their clothing, appliances and pipes while improving the taste of their drinking water. A DR company’s specialty remains in designing branded communications that powerfully motivate viewers to take action – and this action is accurately measured in the form of a cost per call, cost per lead, or sales to advertising ratio. nuvoH2O Water Softening Systems found the right fit in long-form DR. It not only knows that for every dollar spent in media, what the target return on its investment will be. And, the campaign has been one of the secrets to the company’s success. Tim O’Brien is vice president of business development at Seattleheadquartered Cesari Direct. Cesari Direct is a full-service direct response advertising agency, specializing in creative and production, long- and short-form media buying, online marketing and comprehensive campaign management. In its 19th year of setting a standard of excellence in direct response advertising, Cesari Direct is a member of the Electronic Retailing Association (ERA) and the Direct Response Marketing Alliance (DRMA). 

TWO-D PRODUCTIONS

DRTV Production Company
• Infomercials • Commercials • Digital Content • Multi-Channel Marketing
Goldline | Time Life | Guthy-Renker Disney | Jillian Michaels Susan Posnick Cosmetics Synora Skin Care | FOX

Dena Levy Award Winning Producer/Director
23945 Calabasas Rd # 112 Calabasas, CA 91302 818-224-2097 www.Two-D.com
September 2012 | electronicRETAILER
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Electronic Retailer - September 2012

Table of Contents for the Digital Edition of Electronic Retailer - September 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Letter from the Chairman
From the Executive’s Desk
All Aboard the D2C Train
Delivering Happiness
What Retailers Really Want
The Customer is Always Right
nuvoH2O Brings Home a Healthier, Cleaner Water Solution via DR
Guest Viewpoint
DRTV
Payment Processing
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - September 2012 - cover1
Electronic Retailer - September 2012 - cover2
Electronic Retailer - September 2012 - 3
Electronic Retailer - September 2012 - 4
Electronic Retailer - September 2012 - 5
Electronic Retailer - September 2012 - 6
Electronic Retailer - September 2012 - Calendar of Events
Electronic Retailer - September 2012 - Your Association, Your Bottom Line
Electronic Retailer - September 2012 - 9
Electronic Retailer - September 2012 - Industry Reports
Electronic Retailer - September 2012 - 11
Electronic Retailer - September 2012 - 12
Electronic Retailer - September 2012 - 13
Electronic Retailer - September 2012 - 14
Electronic Retailer - September 2012 - 15
Electronic Retailer - September 2012 - 16
Electronic Retailer - September 2012 - 17
Electronic Retailer - September 2012 - 18
Electronic Retailer - September 2012 - FTC Forum
Electronic Retailer - September 2012 - eMarketer Research
Electronic Retailer - September 2012 - 21
Electronic Retailer - September 2012 - IMS Retail Rankings
Electronic Retailer - September 2012 - 23
Electronic Retailer - September 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - September 2012 - 25
Electronic Retailer - September 2012 - Letter from the Chairman
Electronic Retailer - September 2012 - 27
Electronic Retailer - September 2012 - 28
Electronic Retailer - September 2012 - From the Executive’s Desk
Electronic Retailer - September 2012 - All Aboard the D2C Train
Electronic Retailer - September 2012 - 31
Electronic Retailer - September 2012 - 32
Electronic Retailer - September 2012 - 33
Electronic Retailer - September 2012 - 34
Electronic Retailer - September 2012 - 35
Electronic Retailer - September 2012 - Delivering Happiness
Electronic Retailer - September 2012 - 37
Electronic Retailer - September 2012 - 38
Electronic Retailer - September 2012 - 39
Electronic Retailer - September 2012 - 40
Electronic Retailer - September 2012 - 41
Electronic Retailer - September 2012 - What Retailers Really Want
Electronic Retailer - September 2012 - 43
Electronic Retailer - September 2012 - 44
Electronic Retailer - September 2012 - 45
Electronic Retailer - September 2012 - 46
Electronic Retailer - September 2012 - 47
Electronic Retailer - September 2012 - The Customer is Always Right
Electronic Retailer - September 2012 - 49
Electronic Retailer - September 2012 - 50
Electronic Retailer - September 2012 - 51
Electronic Retailer - September 2012 - 52
Electronic Retailer - September 2012 - nuvoH2O Brings Home a Healthier, Cleaner Water Solution via DR
Electronic Retailer - September 2012 - 54
Electronic Retailer - September 2012 - 55
Electronic Retailer - September 2012 - 56
Electronic Retailer - September 2012 - Guest Viewpoint
Electronic Retailer - September 2012 - 58
Electronic Retailer - September 2012 - 59
Electronic Retailer - September 2012 - 60
Electronic Retailer - September 2012 - DRTV
Electronic Retailer - September 2012 - Payment Processing
Electronic Retailer - September 2012 - 63
Electronic Retailer - September 2012 - Legal
Electronic Retailer - September 2012 - 65
Electronic Retailer - September 2012 - Advertiser Spotlight
Electronic Retailer - September 2012 - Advertiser Index
Electronic Retailer - September 2012 - Classifieds
Electronic Retailer - September 2012 - 69
Electronic Retailer - September 2012 - Rick Petry
Electronic Retailer - September 2012 - cover3
Electronic Retailer - September 2012 - cover4
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