AquaCell Will Test DRTV Marketing Waters

Share this content:
AquaCell Technologies, a water storage and filtration company, expects to kick off its first major marketing push in late May with a half-hour infomercial for its Purific Water Cooler.


The company began selling the product in mid-1999 directly to Fortune 500 companies. Since AquaCell's initial public offering in February, the company has been raising funds for a full-scale DRTV marketing effort.


"We are using a 30-minute ad because it can provide good nationwide exposure for the product and company. The advantages of the system can be highlighted best in a 30-minute spot," said Karen Laustsen, president of AquaCell Technologies, Rancho Cucamonga, CA.


The infomercial will address the current problems with the public water system, demonstrate how the product works, highlight the money-saving features of owning the system and feature user testimonials about the system. The ad directs viewers to a toll-free number to purchase the system.


The Purific Water Cooler is a self-contained water filtration and storage system. It is connected to the user's water line and filters and stores 5 gallons of water at a time.


AquaCell is targeting the product primarily to Fortune 500 corporations, Laustsen said. She noted, however, that demand for water storage in homes is on the rise. The company has not finalized a media schedule to target its demographic.


"The Fortune 500 companies may serve as a lead generator for consumers," said Ben Cerrone, president of Multimedia Group Inc., Huntington, NY, the company producing the ad.


While a price has not been finalized, Cerrone said the system should retail at roughly $1,500 and may be purchased at a one-time fee or on a monthly lease basis. Laustsen would not disclose sales goals for the campaign.


"Water coolers usually rent at about $25 per month, with 5-gallon water bottles costing around $8," Cerrone said. "In places such as New York City, where office or home space is limited, people may not have enough room to store full and empty water bottles."


Multimedia Group is responsible for all scripting and production of the ad, while AquaCell will handle all telemarketing and fulfillment internally. Multimedia Group produces infomercials for a variety of consumer and industrial products, Cerrone said.


Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's 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