Case Study: Vital Basics

Improving A Direct Response Leader’s ROI With A Branded Internet Marketing Campaign

An E-commerce website redesign and online marketing campaign management case study

April 12, 2007

Vital Basics, the manufacturer of FOCUS factor, FLEXO factor, OMEGA3 factor and others, is considered by many industry leaders to be the model Direct Response marketing company. They have achieved amazing results with their FOCUS factor product since it is now the number one product in the brain supplement category. Both FLEXO factor and OMEGA3 factor are on the fast track to becoming dominant products in their categories as well. FLEXO factor recently signed basketball’s seven time all-star and Olympic gold medalist Alonzo Mourning, who was prescribed FLEXO factor by a licensed reflexologist in Miami, as the product spokesperson. In August 2006, Vital Basics selected Internet Direct Response to overhaul their entire online campaign, starting with a redesign of their flagship website www.FocusFactor.com.

Establishing Campaign Goals

Vital Basics has been very successful over the past 5 years at driving brand awareness through conventional media advertising. If you missed their television ads showing company president, Rob Graham, promoting their flagship product FOCUS factor, you must have been living outside the United States. From all vantage points, the product is a blockbuster success in both Direct Response channels and conventional brick and mortar.

The Vital Basics’ website metrics were also doing well at nearly double the national average. Never happy with the status quo, Rob Graham saw the internet as an advancing opportunity that could make his advertising more effective and profitable. Seeing that, like Vital Basics, many other Direct Response companies used their television ads on their websites to close sales, he began questioning whether this was the most effective approach. Was it interesting to the website viewer who had just finished watching the TV spot? Unsure about the direction to go, Rob Graham started searching for an online marketing company that could take Vital Basics to the next level.

Fortunately for both parties, Internet Direct Response, Inc. (IDR) was recommended to Vital Basics. “IDR does not use templates for their client websites. Each site they design is completely unique for each individual product.” said Rob Graham. “For Vital Basics, the fundamental change was to take our message to a new level by presenting our products in a fresh, new attractive layout.”

The goals for the campaign were:

• Increase orders and revenue
  
• Provide owners with a simple yet powerful sale analysis data
• Improve search engine positioning
• Create a professional website with intuitive navigation and maintain a consistent brand appearance

Implementation Process

While the IDR team was very familiar with the FOCUS factor brand, due to the continual national advertising over the past few years, it worked very closely with the product managers at Vital Basics to ensure that the campaign they put together is what they were looking to accomplish.

To ensure that the newly designed website held true to the look and feel of the TV ads, images were extracted and modified from the TV spot to fit in the website. Using the same images gives the viewer a seamless transition from one medium to the next.

Once the Vital Basics team had approved the look of the website, IDR started the e-commerce integration process. This allows both teams to have access to a number of reporting analytics to ensure that the website is performing at its optimal capacity.

The final step was the transitioning of the website hosting to IDR along with the Pay Per Click (PPC) management duties. Utilizing a specialized transfer protocol, IDR was able to ensure that Vital Basics incurred zero downtime during the changeover.

Outcome Analysis

Using IDR’s proprietary sales analysis software, the campaign marketing team and Vital Basics owners were able to see in real-time if the new website and online management was effective.

Rob Graham was extremely happy and a bit shocked when he saw the results. “I knew that the site they designed for us was going to look better, but I had no idea that it was going to improve our ROI so much. It’s very clear that the team at Internet Direct Response has a very unique understanding of online marketing especially in the Direct Response category.”

After just 30 days of testing the new website, Vital Basics:

• Immediately saw a significant lift in FOCUS factor orders
• Experienced a substantial increase in revenue
• Saw a noticeable reduction in internet ad costs per order
• Had access to advanced real time reporting

Turn Key Internet Planning and Management For A Successful Online Campaign

Internet Direct Response is committed to forming long-lasting partnerships with its clients, ensuring that their websites are maximizing their potential ROI and displaying the true quality and legitimacy of their product to the online community. The ongoing services that IDR performs for Vital Basics change as the market and needs of the client change. Being able to adapt to sudden market shifts is imperative to a successful online campaign. The end result of initial site redesign that IDR completed for Vital Basics is a highly effective and profitable site that conveys the professionalism and quality of the brand and Vital Basics as a company.

To learn more about how Internet Direct Response can be of service to your company, please go to www.Internet-Direct-Response.com