Company's first DRTV effort gets grill sales sizzling

Article Abstract:

WC Bradley Co. Char-Broil's first direct response television (DRTV) campaign has resulted in the sale of 14,000 units of its new Thermos brand Grill2Go product. Both the campaign and the product were launched in Feb 2001. The Columbus, OH-based company was forced to discontinue airing the 30-min infomercial in Apr 23 because there was no more inventory to meet demand. Char-Broil used retail inventory for DRTV fulfillment as the product started to sell through DRTV. Based on its success, the company plans to continue to use DRTV for future product introductions, according to Char-Broil's marketing director Arthur Patterson.

Household Cooking Appliance Manufacturing, Barbecue Grills & Hibachis, Grills (Cooking), W.C. Bradley Co. Char-Broil

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Dremel takes first shot at DRTV

Article Abstract:

Racine, WI-based Dremel is making has launched an infomercial promoting the Dremel Rotary Tool. The long-form infomercial, which includes demonstrations of the cutting and sawing tool and user testimonials, is the company's first attempt at sales through direct response TV. It is being aired nationally on local and national cable outlets as well as on local broadcast stations. The product is targeted to men aged 30 to 60. The Dremel Rotary Tool costs $130.

Machine Tool (Metal Cutting Types) Manufacturing, Tool Grinders & Cutters, Dremel

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Nova weighs in with 2nd DRTV

Article Abstract:

Nova Pharmaceutical Inc will launch a summer DRTV sales campaign for its new weight-management product, NxTrim System 3. The manufacter of herbal supplements has marketed its products exclusively at retail locations and through local newspaper ads and in-store fliers. The company has decided to test its new product through direct response television to try to reduce marketing costs and achieve broad exposure.

Pharmaceutical Preparation Manufacturing, Anorexigenics, Appetite depressants, Nova Pharmaceutical Inc.

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