Challenge
Late in 2018 DeeterUSA was asked to pilot the launch of the sports recovery gel, LactGo, in the Philadelphia market. The plan encompassed a blend of advertising, sampling event staging/participation, and public relations.
Solution
DeeterUSA launched a multi-faceted communications plan. First, radio was utilized both in program sponsorship and advertising. LactiGo partnered with WBCB radio as the presenting sponsor of the “Baseball Insiders” weekly program with former Phillies pitchers Tommy Greene and Ricky Bottalico that was broadcast live before each Sunday Phillies game over the duration of the season. DeeterUSA staged sampling events at the at the live broadcasts in both Philadelphia (home games) and Wildwood, New Jersey (away games). In addition, DeeterUSA recorded radio and video ads for LactiGo. The radio spot used the “Voice of the Eagles,” Merrill Reese, while the video spot featured both Greene and Bottalico. The ads ran during the “Baseball Insiders” show and during drive times on WBCB. A second version of the radio spot also ran on Sports Radio WIP (Philadelphia’s top rated sports talk station). The plan also included a variety of special events programming and sponsorship. LactiGo sponsored and provided samples and literature at premier Philadelphia sports events including the Broad Street Run, Stotesbury Regatta and MS City to Shore bicycle ride. In support of all events, DeeterUSA team wrote multiple press releases to highlight LactiGo’s involvement and created brand awareness.
Results
By all measures, the Philadelphia regional launch of LactiGo was successful. During our three-month pilot, we saw significant spikes in website traffic, social media likes and share, positive customer testimonials/reviews, and ultimately, sales.
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