Drs. Foster and Smith schedule screen time

Share this content:

Cataloger Drs. Foster and Smith is trying its hand at syndicated television.

With a successful two-year-old direct response TV program already in its arsenal, the direct marketer of pet supplies plans to launch a show next year that will feature advice from founding veterinarians Dr. Race Foster and Dr. Marty Smith, as well as appearances by other animal experts and pet-owning celebrities.

“From the beginning, Drs. Foster and Smith has been about a couple of educationally oriented guys,” said Gordon Magee, Internet marketing and analysis manager at the Rhinelander, WI-based company.

The cataloger says that on the TV show, Doctors Foster and Smith's Faithful Friends, the veterinarians will provide the same advice to pet owners that can be found in its 10 catalogs and online brands.

“We felt that [the TV show] was a niche that would be very helpful to pet owners,” Magee said, adding that more than 60% of US homes have a pet.

A secondary goal of the new strategy is to build awareness for the Drs. Foster and Smith brand.

“As we educate consumers and develop a trust relationship with them, that will translate into them buying products,” Magee continued.

The shows themselves won't be a vehicle for selling product — both Drs. Foster and Smith products and products from other brands will make appearances. However, the DRTV spots could do better because more people will recognize the brand from watching the show, Magee said.

Drs. Foster and Smith's DRTV spots are produced in-house and the media buying is done through A. Eicoff and Company.

There could also be some cross-channel synergy. The show will plug the Drs. Foster and Smith Web site each week by encouraging viewers to vote for a veterinarian of the year award. Promoting a positive relationship between pet owners and veterinarians is another of Drs. Foster and Smith's goals, Magee said.

To help build viewership of the show, it will be featured in the catalog and Web site. In addition, a public relations tour in the markets where the show will air is planned for the first quarter of 2008. Syndication of the 30-minute, 13-episode series is being handled by New Vision Syndication.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above