Baparoma Cooks Up DRTV Plans

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Testrite Baparoma International is using direct response television to kick off the spring 2001 marketing debut of its new home baking system, labeled The Steam Baking Master.


The company will begin testing an infomercial campaign in spring and summer 2001, with a full national rollout slated for fall/winter 2001.


"We are running a small test campaign in the spring and summer to initially build awareness," said Rebeca Costanzo, marketing and merchandising manager at Testrite Baparoma International, Benicia, CA. "Cookware does better in the fall holiday season, while fitness and beauty products dominate the spring and summer months."


Baparoma has not yet determined a media schedule for the campaign.


The 30-minute advertisement will be hosted by Lisa Simms, an infomercial veteran, and will include product explanations, audience testimonials and a cooking demonstration by Bo Frieberg, head pastry and bread chef at The California Culinary Institute, San Francisco. "We are going with a 30-minute spot because the patented technology needs time to be explained," Costanzo said.


The company is targeting an even mix of males and females older than age 30 who are seeking a low-fat means of cooking and baking. These consumers will be directed to a toll-free telephone number to purchase the system, Costanzo said, and customer service representatives will upsell a second system at a discounted price. The system will retail at between $59 and $69. It will include a baked goods coupon book valued at $50 and a cookbook featuring recipes by Frieberg.


Baparoma plans to sell the system via specialty baking retail centers as well. "DRTV is also being using as an advertising tool to get consumers to recognize the system when they see it at retail locations," Costanzo said. "You can always sell more through retail."


Gold Mountain Media is responsible for all scripting and media placement, In-Finn-Ity Direct will do production for the spot and National Fulfillment, Lebanon, TN, will handle fulfillment.


Three-year old Baparoma began marketing a more basic version of the system in June 2000 via catalogs and retail outlets, including Williams-Sonoma, King Arthur Flour Baker's Catalogs and Cooking.com. The company has sold roughly 5,000 units of the original item. The original system was designed exclusively for baking, while the newly launched system has compartments for steaming and roasting as well.


Costanzo would not disclose sales goals for the new campaign but said the company expects to spend approximately $6 million on marketing in 2001.
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