OurPet’s
Company (OTCQX: OPCO) is known for its high quality, innovative products that
improve the health, safety, comfort and well-being of pets. It’s a company
driven to differentiate itself by employing the latest technology. Now,
OurPet’s Company is demonstrating its marketing savvy with its recent launch of
a Direct Response Television (DRTV) campaign in conjunction with AsSeenOnTV.pro
(http://dtn.fm/fP4ep).
Most
of us are familiar with DRTV, which offers viewers the opportunity to purchase
from a commercial, through the late-night, early-morning programming known as
the infomercial, the long-form versions of which seem to go on and on about the
latest widget you must have. It could be a Pet Rock or perhaps a Pocket Hose.
Such products have given DRTV unsavory associations. However, the genre has
since reinvented itself. Its main objective is no longer harvesting direct
sales. DRTV campaigns are now mostly employed to test products and messaging
against targeted consumer segments. More importantly, DRTV aims to provide
fodder to get nationwide retailers like Wal-Mart (NYSE: WMT), Target (NYSE:
TGT), Home Depot (NYSE: HD) and others to take a bite. As Priceonomics
(http://dtn.fm/vK2fv) puts it, ‘DRTV viewers today are the beta audience for
Wal-Mart shoppers tomorrow’. ‘Most of today’s infomercials… aren’t necessarily
designed to sell products at all; they’re designed to test the salability of
those products in a mass-market environment like Wal-Mart’.
DRTV
campaigns that get mass retailers to sign distribution contracts have proved to
be formidable marketing strategies resulting in astoundingly successful
products and product lines. ProActiv, a skin care line, brings in over a
billion dollars in revenue a year, according to Mental Floss (http://dtn.fm/2aKUy).
PedEgg, which scrapes your heel to remove calluses, has sold $450 million since
launch, and the George Foreman Grill brings in $202 million in annual revenues.
Many DRTV promotions are branded with the AsSeenOnTV logo, which ‘is a sort of
informal trade affiliation and open-source brand mark representing major DRTV
brands in the retail business’.
Wider
distribution may be the catalyst that takes OurPet’s Company’s business to the
next level. The company has been growing at a rate 50 percent higher than the
industry. Data provided by the American Pet Products Association (APPA)
(http://dtn.fm/1yZH3) indicates that total U.S. pet industry expenditures rose,
at a CAGR of 4.44 percent, from $48.35 billion in 2010 to $60.25 billion in
2015. During the same period, OurPet’s Company’s net revenues went from $17.1
million (2010) to $23.9 million (2015), increasing at a CAGR of 6.86 percent.
Some
of the products likely to charm those late night somnambulists include the
OurPets® Catty Whack®, an unpredictable game of hide and seek designed for cats
of all ages, which was first introduced in 2015. The introduction of the
OurPets® Catty Whack® actually resulted in the genesis of the Intelligent Pet
Care® line of products, which offers ‘the application of Blue Tooth and Wi-Fi
to improve the connectivity between humans and pets’. The line includes the
Intelligent Pet Care® Feeder, Waterer and Intelligent Litter Box, all of which
allow pet owners to monitor their pet’s behavior through the
IntelligentPetLink® smartphone app, downloadable from the Apple app store and
Google Play.
For
more information, visit the company’s website at www.ourpets.com
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