Wherify Launches DR Blast for Kid Finder

Posted on by Chief Marketer Staff

A high-ticket product that helps parents track their children has been brought to market with a multimedia direct response campaign.

Introduced in August by Wherify Wireless Location Services, GPS Locator for Kids is being sold for $399.99 through several channels. The marketing effort, which sources estimate will cost around $5 million, includes DRTV spots and roughly 10 million direct mail pieces.

Buyers are likely to become long-term customers because the product requires monthly back-end service.

Early response has been strong, especially to the TV ads, said Mark W. Hurst, director of brand planning for the San Francisco office of DDB Worldwide Communications Group, which created the campaign.

The TV spots broke in the San Francisco Bay area on Oct. 7, and nationwide on Oct. 14. Except for some regional buys in the Bay area and Santa Monica, all the spots are appearing on national cable shows such as Court TV, according to Hurst.

The spots, which have a strong branding component, communicate the idea that

More

Related Posts

Chief Marketer Videos

by Chief Marketer Staff

In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.

	
        

Call for entries now open

Pro
Awards 2023

Click here to view the 2023 Winners
	
        

2023 LIST ANNOUNCED

CM 200

 

Click here to view the 2023 winners!