LA PALMA, CA – August 4,2008 – What does a unique, national specialty retailer do to drum up interestand sales in a slowing economy? Ifit’s Relax The Back (www.relaxtheback.com),they take their story to TVs nationwide, and devote 30 minutes to telling it.
Direct Response Television(DRTV) has been largely used to drive sales on 1 or 2 specific products.
The new “infomercial” isbelieved to represent the first use of Direct Response Television by a retailerfocusing on both its broad range of products and its commitment to customerservice. The spots feature actual RTB franchisees, employees, and clients, aswell as medical professionals who have found the products beneficial for theirpatients.
“We have a unique story thatdoesn’t translate fully in print ads or 30-second spots,” said Leanne Mattes,Vice President of Marketing. Relax TheBack “We’re a different kind of retailer. By using DRTV, we can showcaseclients who rely on us to provide solutions to their back & neck pain,doctors and educational websites, like www.SpineUniverse.com,who recommend us because of our understanding of the postural issues theirpatients are dealing with, and helpful productsthat can’t be found anyplace else,” Mattes said.
The new campaign willbroadcast a 30-minute program over three weeks on Fine Living TV, The BiographyChannel and the Golf Channel. The info-packed show will be supplemented with atwo-minute spot (view the video at http://www.youtube.com/watch?v=v-SipBBcGTY)showcasing the retailer’s ergonomicfurniture, beddingand therapeutic products.
Relax The Back was drawn tothe DRTV format, which until now was used to drive sales of individual productsor services. They credit the medium’s ability to be measured – and to createrelationships with customers – as key attractions.
“As a retailer with a veryunique profile, we think talking directly to our customers and answering theirneeds will be a huge benefit of this effort,” Mattes said.
Marketing trend-watchers arekeen on DRTV now, given a softening economy. They find the medium especiallyuseful for high-end products and services (http://drtvbuying.com/2007/10/15/why-direct-response-television-ads-remain-viable/).
The Relax The Back campaignlaunches August 4th in markets nationwide. View the 2-minute spot at http://www.youtube.com/watch?v=v-SipBBcGTY.
About Relax The Back
Relax The Back is North America's largest specialtyretailer of ergonomic and comfort products. Based in Southern California, thecompany operates over 120 franchise locations nationwide. Relax The Backoffers a comprehensive line of products to prevent and relieve back painthrough proper spinal support and alignment including ergonomic office chairs, Tempur-Pedicmattresses and pillows, back andneck supports, massagechairs, fitnessand therapy products, and ZeroGravity recliners. Information about the company and its products can befound at www.relaxtheback.com.
Media Inquiries:
Colleen Troy
Touchpoint Communications,llc
Charleston, SC
ctroy@touchptcom.com
843 296 2033
