FYI - The major advertising campaign starts at the end of this year and early next year. This has been posted repeatedly ever since the Martha Stewart deal was announced. Martha Stewart is currently talking about her "Martha Stewart Essentials" on her radio show via Sirius Radio, I believe station 106 that comes on in the early afternoon. This was mentioned to me by Mr. James on our telephone conversation last week.
Now I understand some of the frustrations that some of you are expressing in regards to more publicity on the MSE line, but you have to remember, it doesn't pay to begin this until distribution is at an appropriate level and we are not there yet. Sure we all want to see things done at a faster pace than what we are currently experiencing, but as Mr. James pointed out many times, this is a soft roll out, whereas, everything will happen gradually and not all at once, but the much heavier promotional activity will definitely kick in at the end of this year, as stated right from the start.
When talking to Mr. James last week I specifically asked as to what this heavy promotional campaign would entail and included it in my summary. I also noted that I would be putting together a list of promotional ideas to present to him and asked for everyones input on this. I can tell you that I mentioned to Mr. James on many of our telephone conversations what an impact it would have if Martha STewart made an appearance on the Dr. Oz show and/or similar shows to talk about her whole food supplements line, Martha Stewart Essentials" and the benefit they provide.
As I previously mention last week, the promotional activity continues to be a work in progress plan, whereas, the NRTI management team will be working with the MSO management team to hash out what type of promotional events they will be planning to take place, beginning at the end of this year. It hasn't been an easy task to make things happen as NRTI would like, since MSO has to approve everything in regards to what NRTI can do in the form of any advertising or promotional activity and Mr. James said this will improve as they continue to work with MSO to understand the format behind the Martha Stewart branding that MSO requires. MSO requires a specific advertising format that is consistent across all the Martha Stewart products and that will greatly limit what the NRTI management team can do.
Knowing all this, I thought it would be a good idea to put together a list that I can send Mr. James in regards to promotional ideas he can discuss w/his management team and the MSO management team to try get the MSO management team to incorporate into their promotional activity policies for the Martha Stewart brands. I'm not sure it will have an effect, but it sure won't hurt and could spark some ideas for them to try and approve.
Having worked in this industry, I know it can be very frustrating when it comes down to what you would like to do, but can't do because of the policies in place. To get a policy changed is a lengthy process, due to the fact that legal has go through it with a fine tooth comb to see if there would be any legal ramifications. In other words Mr. James hands are kind of tied on what he must abide by for promotional activity. Right now the FSI Ad and coupon they use has been approved and thus it is what he continues to implement at this time.
The point is, don't go blaming NRTI for not doing enough at this point, since their hands are tied as to what they can do that meet w/MSO's approval.
Here are some things I already have on my promotional suggestion list for MSE to present to Mr. James. Please feel free to throw out other ideas to add to this list. Cheers!
Martha Stewart Essentials Promotional Activity Ideas:
Television:
Thee #1 BEST promotional activity to generate trial and bring in huge sales for "Martha Stewart Essentials" is to have Martha Stewart make an appearance on the Dr. Oz show to talk about her whole food supplements and to have Dr. Oz recommend these as a good source for women to obtain a healthy lifestyle. Dr. Oz has the power to drive huge sales and his past record of causing products to sell out at retail after his recommendation is a living testimonial of what his endorsement can mean for a product's success. The show could revolve around the different ways to get health with the use of whole food supplements that would lead into a portion of the show dedicated to having Martha introducing her whole foods product line.
If not the Dr. Oz show, then other appearances on shows like Rachael Ray, The Chew, The View, The Talk, The Today Show, and other daytime cooking and/or talk shows that are followed by the target audience of women most likely to buy the products.
Radio:
Have Martha Stewart host a well known nutritionist/health care professional to explain the health benefits of taking whole food supplements vs other vitamins on the market, then highlighting the amount and grade of the whole food supplements in each of the Martha Stewart Essentials products, along with explaining the benefits each provide.
Print:
Feature full page Ads w/Martha Stewart's picture and the full line up with benefits and features for each sku, along with a coupon. Run this in all major women’s magazine for this target group.
Social Media:
Martha Stewart utilizing Twitter, Facebook, and other popular social media with some kind of contest behind the Martha Stewart Essentials, whereas, women could get a free sample via a special voucher for a bottle of their choice, that can't be replicated, sent to them, including a brochure explaining the attributes of each sku and an additional coupon for each.
In-store Merchandising:
In-store banners announcing the new Martha Stewart Essentials, along with w/Martha Stewart Essentials pre-packed display shippers and shelf talkers, behind a special introductory price point. Informational Brochures with coupons included in a display stand at each register or on the display unit itself.
.PNG)
.PNG)
