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