Multi-Million Dollar Paid Media Campaign Proposed
Sarasota, Florida-October 30, 2006-The Dietary Supplement Education Alliance (DSEA) successfully conducted its second fund raising dinner for 2006 during the recently held SupplySide West trade show. More than 60 industry executives participated in a sold out spirited dinner sponsored jointly by Capsugel and NBTY. The sponsorship ensured that funds from each dinner ticket bought by the attendees went directly to the DSEA education and communication initiatives. Additional pledges from the participants brought the total raised to more than $50,000 for the evening.
Jon Benninger, business development director for Virgo Publishing and president of DSEA, walked everyone through the organization’s accomplishments to date as well as a glimpse into the 2007 fiscal year. Elliott Balbert, Natrol founder, executive chairman and past president of DSEA then stepped forward to announce an ambitious media initiative planned for 2007. DSEA, upon encouragement from key supporters, will be developing a paid media advertising campaign to help re-brand the dietary supplement sector’s image in the eyes of the public. “DSEA has been effective in delivering tens of millions of earned media impressions over the past five years but we need to go beyond just earned media and broaden the distribution of our message”, said Balbert. “A national advertising campaign could cost $20 million or more,” he said, “and even a regional campaign could easily cost $3 to $5 million.” Balbert continued, “The good people at Leiner Health Products have stepped forward and agreed to pledge up to $1 million in matching funds to launch a paid media campaign. This is enough of a vote of confidence for DSEA to allocate funding to prepare the message to take to industry to sell the campaign.”
DSEA reported that it is coordinating the campaign with other significant industry trade groups to ensure that industry efforts are complimentary and the same messages are being delivered to consumers and policymakers. DSEA expects to be ready by year’s end to present the campaign to the industry and begin to obtain the additional funding required to roll it out in the first quarter of 2007. For further information call Deb Knowles at 941-349-9044 or e-mail at [email protected].
The 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].