Promotional suggestions & ideas for the Martha Stewart Essentials full roll out campaign to begin the end of this year. This is a list of ideas we have so far and I am looking for additional input from all the NRTI shareholders. Don't be afraid to think outside the box when thinking of additional promotional ideas. I am capturing all these and sending them to Mr. James in an effort to provide a different perspective with the NRTI shareholder's lending in the brainstorming process of creative and innovating ways to promote the Martha Stewart Essentials line, beginning the end of this year.
I'm not sure if he will implement any of these ideas, but who knows it could spark something they never previously considered. I've been involved with this process in the past, when the management at P&G reached out it's sales force for their creative "out of the box" thoughts on a new promotional approach for the Prilosec brand. It led to numerous changes that proved to be very successful and making the Prilosec roll out one of the company's most successful roll out ever! This is just my attempt to do the same thing here to maybe spark a new idea they hadn't considered before. I figured it wouldn't hurt to be involved in throwing out some new ideas. Cheers!
Here is what we have so far:
Martha Stewart Essentials Promotional Activity Ideas
Television:
#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.
Martha has millions of followers, but she doesn’t have an APP. You need to bond with those followers and keep attracting more and a “Martha Stewart Healthy Living” APP could be a way to accomplish this. The APP could include things like Recipes, Nutrition guides, fitness tips for the elderly, cooking demonstrations, a diary function w/show appearances, Q&A section, On-Line Shopping, etc.
Since the APP would be centered around the Martha Stewart Living program, it would only seem logical that MSO create, develop, and pay for the APP and include the Martha Stewart Essentials lineup in the on-line shopping portion of the APP. (An excellent idea submitted from a NRTI shareholder overseas in Holland)
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.
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