OPCO Passes a Major Marketing Milestone
OurPet’s Company (OTCQX: OPCO) is known for its high quality, innovative products that improve the health, safety, comfort and well-being of pets. It’s a company driven to differentiate itself by employing the latest technology. Now, OurPet’s Company is demonstrating its marketing savvy with its recent launch of a Direct Response Television (DRTV) campaign in conjunction with AsSeenOnTV.pro (http://dtn.fm/fP4ep
Most of us are familiar with DRTV, which offers viewers the opportunity to purchase from a commercial, through the late-night, early-morning programming known as the infomercial, the long-form versions of which seem to go on and on about the latest widget you must have. It could be a Pet Rock or perhaps a Pocket Hose. Such products have given DRTV unsavory associations. However, the genre has since reinvented itself. Its main objective is no longer harvesting direct sales. DRTV campaigns are now mostly employed to test products and messaging against targeted consumer segments. More importantly, DRTV aims to provide fodder to get nationwide retailers like Wal-Mart (NYSE: WMT), Target (NYSE: TGT), Home Depot (NYSE: HD) and others to take a bite. As Priceonomics (http://dtn.fm/vK2fv
) puts it, ‘DRTV viewers today are the beta audience for Wal-Mart shoppers tomorrow’. ‘Most of today’s infomercials… aren’t necessarily designed to sell products at all; they’re designed to test the salability of those products in a mass-market environment like Wal-Mart’.
DRTV campaigns that get mass retailers to sign distribution contracts have proved to be formidable marketing strategies resulting in astoundingly successful products and product lines. ProActiv, a skin care line, brings in over a billion dollars in revenue a year, according to Mental Floss (http://dtn.fm/2aKUy
). PedEgg, which scrapes your heel to remove calluses, has sold $450 million since launch, and the George Foreman Grill brings in $202 million in annual revenues. Many DRTV promotions are branded with the AsSeenOnTV logo, which ‘is a sort of informal trade affiliation and open-source brand mark representing major DRTV brands in the retail business’.
Wider distribution may be the catalyst that takes OurPet’s Company’s business to the next level. The company has been growing at a rate 50 percent higher than the industry. Data provided by the American Pet Products Association (APPA) (http://dtn.fm/1yZH3
) indicates that total U.S. pet industry expenditures rose, at a CAGR of 4.44 percent, from $48.35 billion in 2010 to $60.25 billion in 2015. During the same period, OurPet’s Company’s net revenues went from $17.1 million (2010) to $23.9 million (2015), increasing at a CAGR of 6.86 percent.
Some of the products likely to charm those late night somnambulists include the OurPets® Catty Whack®, an unpredictable game of hide and seek designed for cats of all ages, which was first introduced in 2015. The introduction of the OurPets® Catty Whack® actually resulted in the genesis of the Intelligent Pet Care® line of products, which offers ‘the application of Blue Tooth and Wi-Fi to improve the connectivity between humans and pets’. The line includes the Intelligent Pet Care® Feeder, Waterer and Intelligent Litter Box, all of which allow pet owners to monitor their pet’s behavior through the IntelligentPetLink® smartphone app, downloadable from the Apple app store and Google Play.
For more information, visit the company’s website at www.ourpets.com