marketing plan.
When you have a product that, by law, can't be advertised, you get the word out with PR and infomercials.
Swiss pharmaceutical company, Arcopharma, wanted to advertise its food supplement, Exsativa, in the US.
The FDA said "No."
Proven in double-blind crossover tests to help revive virility, Exsativa was and is a natural for PR. And, it turned out, infomercials, where the FDA holds little sway.
Once market research was completed, KCI began the campaign with feature articles placed in the San Francisco Chronicle and the San Jose Mercury News. As planned, the AP picked up the story. Soon it was in newspapers across America.
At the same time, we arranged for the product to be featured for an entire Geraldo Show.
Following that, we produced "The Exsativa Report, upper left, with press quotes on the cover, product history, research and other information of interest as well as storyboards from the Geraldo Rivera Show and CNN News and reproduced news articles from around the country.
The final two pages covered "Twelve Questions Answered About Sex and Exsativa" by Dr. Loretta Haroian, Research Director, "The Exsativa Project."
The product's success was guaranteed.
