Water System DRTV Effort Yields $2-Million in Revenue
An infomercial and online campaign for a water filtration system has pulled in about $2 million in revenue and received a 14% online conversion rate.
For the past few months, the product Nuvoh2o (http://www.nuvoh2o.com/) run 30-minute infomercials in several markets where hard water is a problem, including Utah, Arizona, Texas, Florida and Los Angeles, says Rick Cesari, CEO of Cesari Direct, producer of the campaign.
Cable networks targeted include DIY Network and The Learning Channel; time near home improvement programming was also purchased on broadcast channels.
Online conversions were boosted by a paid search engine marketing campaign in those markets using keywords like “water softening products,” “water softening” and ‘hard water problems,” he says.
The 14% conversion figure was based on the number of average and unique website visitors compared to gross sales. The online campaign is also targeted regionally, says Ron Lynch, creative director at Cesari Direct.
In addition, the campaign has tried to generate product discussions through a YouTube campaign that broke the 30-miute infomercials into three-to- five-minute segments http://www.youtube.com/watch?v=_p8epP-qAcw.
Those segments highlight the product attributes and testimonials, says Cesari, noting that it is hard to expect computer users to watch a half-hour video.
“If they like it, they’ll tell their friends to look at [the segments] on YouTube,” he says. “That’s viral marketing.”
The Nuvoh20 campaign is aimed at male homeowners inclined to make their own home repairs, he says. The product uses citric acid-based technology rather than the common salt-based systems used by better-known national brands. This method is more ecologically-friendly and costs about $900, depending on the size of the home.
The company plans to stay with this marketing strategy for the foreseeable future and plans to seek retail distribution for Nuvoh20 next year.
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