Campaign May Be Viewed At New Web Site www.justlikeme.org
Sarasota, Florida - February 6, 2007-The Dietary Supplement Education Alliance (DSEA) presented its plan for a comprehensive paid advertising and marketing campaign called ‘Just Like Me’ at Focus on the Future on February 1 and was met with enthusiasm. The campaign, planned for this spring, is aimed at supporting consumer confidence for regular use of dietary supplements.
“A paid advertising campaign is essential at this time for our industry” said Elliott Balbert, past president of DSEA and executive chairman of Natrol (NTOL). “DSEA has been successfully acquiring earned media exposure on behalf of the industry since 2001. We have garnered over 100,000,000 media impressions with positive news about dietary supplements. But that just isn’t enough to truly communicate our message. A paid advertising campaign allows us to get the message we want to communicate in our way to consumers. This really is the best way to control our own message and not leave it suspect to misinterpretation.”
The “Just Like Me” message says that people who take the products are hip, upbeat, positive and fun. Taking your vitamins is not only ‘cool’ but is really smart, too! Sharp, active people, along with notable celebrities, are to be featured in television and radio spots along with print ads and point of sale material. It will be the dietary supplement industry’s version of ‘Got milk?’
DSEA has spent six months and tens of thousands of dollars developing the program for industry to embrace. “We have been working with media agencies, marketing firms and production companies and have developed a plan that will move the dial forward,” said Balbert. “The campaign is designed not only to build consumer confidence, i.e., reinforce the trust bond, but to also have a measurable impact on take away sales at retail.”
DSEA plans to begin with a test campaign this spring to ensure proof of concept before launching the program nationwide. Test markets have been chosen based on analysis of data including market segments and demographics, consumer behaviors, attitudes and beliefs, as well as key consumer motivators. The three test markets will be Orlando, Phoenix and Tampa, Florida.
DSEA is currently working to raise the balance of $1.5 million needed for the test campaign. “Obviously, the only way to make this work is to engage the industry,” Balbert said, “DSEA is asking each segment of industry to participate in funding and implementing this aggressive and critical program.” DSEA has invited major trade groups including AHPA, UNPA, CRN and NPA to encourage their constituents to participate on every level possible.
DSEA has set up a Web site: www.justlikeme.org for industry participants to view details of the ‘Just Like Me’ campaign. You will be able to view the entire presentation of the campaign, view the animatic version of the yet to be produced television commercial and obtain other information. For access to the Web site contact Deb Knowles by email at [email protected] or by phone at 941-349-9044.
DSEA is a coalition of industry leaders whose mission is to educate consumers, media and policymakers on the benefits of dietary supplements for optimizing health and prevention of disease, with a focus on their safety, efficacy and regulation. Its donors include nutritional and dietary supplement suppliers, manufacturers, retailers and publishers.
Since its inception five years ago, DSEA has generated millions of media impressions increasing public awareness of the benefits of nutritional supplements through its education project, the Dietary Supplement Information Bureau (DSIB). In addition to media outreach, DSEA has produced a Web site, www.supplementinfo.org, which has become a well-known resource for objective information about nutritional supplements accessed on an ongoing basis by media, consumers, health professionals and legislators.
DSEA board members include the American Herbal Products Association, The Canadian Health Food Association, Capsugel, Herbalife (HLF), NBTY, the Natural Products Association, Natrol, Inc.(NTOL), New Hope Natural Media/Penton Media, Virgo Publishing and the Vitamin Shoppe.
For information, contact Deb Knowles by phone 941-349-9044 or e-mail [email protected].