Joint-Ritis Looks To Stretch Its Branding Efforts Through DRTV
Infoworx Preps First DRTV Campaign For Best Selling Topical Pain Reliever
BOCA RATON, FL (March 30, 2003) – Naturopathic Laboratories International, Inc., the makers of best selling topical pain reliever, Joint-Ritis, has turned to the leading infomarketing company, Infoworx, to create its first direct response television campaign for the product. The goal of this DRTV effort is to increase market share and retail sell through for Joint-Ritis by building brand through strategic media placement.
Joint-Ritis is a topical analgesic that combines maximum strength menthol, eucalyptus, capaiba, citrus and lavender oils as well as triple skin conditioners lanolin, glucosamine and chondroitin to provide all-natural pain relief for minor arthritis, muscle aches, strains and sprains. The long-form infomercial (when does it launch) for the product demonstrates the benefits of this natural alternative to topical analgesics that contain potentially damaging artificial and chemical ingredients. The product is also offered as a viable external option to pain relief pills that may cause internal side effects.
The long-form medium provides Naturopathic Laboratories with the adequate time to tell the story of this revolutionary product. The infomercial will include testimonials from long-time Joint-Ritis users as well as expert endorsements from esteemed medical professionals including the trainer for the NHL’s New York Islanders.
“Because of the successful history of Joint-Ritis, we did not have to compile a test group to use the product for testimonials. We simply contacted people who have had extensive experience with the product,” said Ron Perlstein, CEO and Executive Producer at Infoworx.
Infoworx is applying its unique turnkey infomarketing model to the Joint-Ritis campaign. To minimize costs, the company is managing all aspects of the campaign including production, telemarketing, fulfillment, media placement and live home shopping distribution.
Joint-Ritis was introduced in 1999 through a combination of radio and print advertising and wide spread retail distribution. The product occupies the number three market share in the topical pain relief category. Naturopathic Laboratories is utilizing DRTV to drive market share while generating revenue through direct sales.
ABOUT RON PERLSTEIN & INFOWORX:
With over 20 years of experience in the direct response arena, Ron Perlstein brings unique expertise in infomercial production, media placement and funding, legal compliance, celebrity acquisition and international distribution. Infoworx has successfully applied its turnkey management philosophy to create long-running profitable DRTV campaigns for a variety of clients ranging from the housewares to finance and business industry including Healthsaver Club, Micro Pro, Journee Cremes, Carnival Cruises, Pain Ease and Invent-Tech. Most recently, the company launched a highly successful direct response television effort for Roomba, the world’s first mass marketed robotic vacuum cleaner. Infoworx built marked brand awareness for the vacuum, as it has been lauded in leading publications including Fortune Magazine, USA Today and Time.