Television Campaign Helps Doctors Foster & Smith Become Top Dog
Ads Air, Sales Rise
The strategy is paying off. Sales increased from $204 million in 2005 to $232 million last year, the campaign’s first year. Magee says total 2007 sales should exceed $250 million. “With the niche that we’re in,” he says, “our results have been strong and evenly distributed across the board.”
As for the ads themselves, the cataloger has gone in a different direction this year. The focus has been to incorporate humor and warmth while “telling a story on someone’s lifestyle,” according to Magee. This signifies a departure from previous product-driven campaigns the company ran in the past. Magee cites incorporating women with their pets in the ads as one example of creating warmth. People who own pets pay attention to this, he says.
Although trying to incorporate a “lifestyle feel” to the ads, the company hasn’t totally abandoned its hard-sell approach. “The commercials are a blend of direct response — we post an 800 number and a URL for customers to contact — and branding,” Magee says.
Looking ahead, there’s no timetable for the ads to stop running. “We review it on a year-by-year basis,” Magee says. “The results were good for 2006. This year, we continued to get a positive response.”
In addition, the company plans to launch its own TV show, featuring the company’s namesakes, Drs. Race Foster and Marty Smith, which will launch in November nationwide on RFD-TV, a channel that targets rural America; plans call for syndication in 115 markets by next February.