The Nautilus Group Inc. rolled out TreadClimber, a piece of exercise equipment that combines the features of treadmill, stair-stepper and elliptical machine.
While the Vancouver, WA-based company would not divulge specific details of its marketing strategy, spokeswoman Angelynn Talcott said Nautilus would be offering the equipment initially through a dedicated Web site (http://www.treadclimber.com) and a series of 30- and 60-second commercials.
After these spots debut, the company will purchase time for longer infomercials, “where the goal is to get users to ask for more detailed information and ultimately buy the product,” Talcott said.
The media strategy follows the same pattern the company used for its Bowflex product. Besides DRTV, Nautilus also generates sales though direct mail, inbound and outbound telemarketing, the Internet and a sales force.
Talcott did not give any indication of when, or in which markets, the first infomercials would debut.
The company spent $145.3 million on sales and marketing last year.
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