There are few players in the DRTV space that do not bow at the altar of Beachbody. What Jon Congdon has done with his team is to be much admired. Many service providers see them as the 800 pound gorilla, especially in this first quarter. Just about everyone would love to get a piece of the Beachbody business. But the reason their success is spectacular is because everything about their go-to-market strategy is extraordinary. The message rings true for the consumer, capitalizing on the place where the consumer is after watching any one of the Beachbody shows.
Congdon and his team have changed the way DRTV is consumed. They have made a production so stimulating and so invigorating that one cannot help but believe in what they are selling. And, what makes this creative truly effective is that the product delivers on the promise. There are literally thousands of people who say that P90X, Insanity and Brazilian Butt Lift work, with P90X leads the pack. Each one’s testimonials affirm change, success and a renewed perspective on life. Because the products work, consumers are willing to spend hundreds of dollars. If the show did not totally convince you, the call center will, reinforcing the caller’s desire for a healthier, more finely toned body.
P90X is an example of the new DRTV model, which has been transformed from its earlier years…Continue Reading >