The success of the Enforma System’s first infomercial earlier this year encouraged the start-up to air a second DRTV effort last month. However, if the follow-up program succeeds, it may lead the company to abandon DRTV altogether.
That’s because success has not come cheaply. Citing the more than $3 million in total advertising that the 10-month-old diet and weight control company has spent so far, Enforma Natural Products’ CEO Drew Grey claims that other marketing media – from space ads in publications to various means of drawing prospects to the Web site – offer lower customer acquisition costs and better margins. Grey will rely on these media once DRTV has established his brand.
The new infomercial follows a traditional format, offering personal testimonies of people who have lost 75 to 100 pounds using the system. Grey hopes it will be as successful as the first infomercial, which built a customer base of 600,000 for the weight-loss program.
Less expensive marketing plans call for re-editing sections of the new half-hour infomercial to be used in 30-second DRTV spots. These are set to begin airing in the spring.
Grey will continue to rely on Enforma’s Web site (www.fivestaradvantage.com/enforma), which draws more than 750 prospects a week. The system is also marketed in space ads in such publications as Reader’s Digest, USA Today, First for Women and the Los Angeles Times.
The Enforma System comprises two products, Fat Trapper and Exercise in a Bottle, each of which is taken as a capsule twice a day. One active ingredient is pyruvate, a supplement often touted for weight control in bodybuilding and sports training publications. While Grey chose to ignore pyruvate’s traditional market and to target people trying to lose weight instead, the original infomercial featured former Los Angeles Dodger infielder Steve Garvey.
Customers can order a two-month supply for $69.95 (plus shipping and handling) or join the Burn It Off and Keep It Off Club for $99.90, which includes membership, discounts on future orders and a deluxe weight loss package.
A third of the 600,000 customers are on the continuity program.
Additional plans include expanding the Enforma brand and developing new exercise, health and beauty products.
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