Muscle Flex Inc. is currently preparing for the November national launch of The BUDDY Tablet Caddy(TM) (www.BUDDYTabletCaddy.com) and The Beagle StepFit(TM) Pedometer infomercials (www.BeagleStepFit.com). Both products will be launched simultaneously with each product being featured in their own 2-minute infomercial.
Muscle Flex aims to open up markets for each of its products through a multi-faceted marketing approach. This strategic plan includes:
Airing and releasing The BUDDY and The Beagle in the same markets to intentionally increase the repetitive effects of the TV exposure.
Cross pollinating and up-selling The BUDDY with the The Beagle, and vice versa, by offering the other through an up-sell to the consumer with an applied discount (20% – 25%) both through the online ecommerce engine and live operator sales.
A dedicated one-page landing page for each product.
Reinforce each local market with print media; primarily newspaper and direct mail pieces.
Online Guerilla marketing tactics.
“Pay per performance” TV media as well as TV media purchase.
Muscle Flex believes releasing multiple products in the same markets will maximize the revenue potential of each product campaign. This approach will allow Muscle Flex to later release other products in markets that it has already established brand identity and recognition.
Although the company is utilizing a “Drive to the Internet” strategy where transaction costs are the most desirable, a 1-800 customer order feature will always included on all product releases. A special one-page landing ecommerce page for the BUDDY and The Beagle is currently is the process of being finalized.
According to the press release, Muscle Flex has a number of additional products that are ready for commercial distribution, including as-of-yet undisclosed products that Muscle Flex will provide details on shortly. By focusing its time and resources in the lower priced item categories, the company has been able to dramatically mitigate risk by spreading its resources across a number of consumer products as opposed to one large high priced item. Furthermore, 2-minute short form commercials allow for 24 hour / 7 day penetration into national cable and network markets as opposed to the 30-minute format which is limited in the time and day it can air, allowing Muscle Flex to grow its brands and consumer awareness across a wider audience.
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