avVaa World Health Care Products to launch third Direct TV Media Test

Oct 24 2009

avVaa World Health Care Products Inc. (Pink Sheets: AVVH), a global biotechnology company, manufacturer and distributor of nationally branded therapeutic, natural skin and health care products, announced their third Direct TV Media Test is scheduled to launch on Thursday October 29.

avVaa World Health Care Products Inc. announced the results of their second media test, and the launch of their third test beginning October 29, 2009.

avVaa's second Direct TV media test, which ran from October 5 to October 18, showed positive results with just under $10,000 in sales. More customers responded via both phone and website. "This media test was a success," stated President and Chief Operating Officer Lorie Campbell Farley. "We generated significantly higher sales through both our call center and our website. Our number of sales was higher, and the dollar amount of each sale increased greatly."

avVaa used the second media test to try out Synergixx as their new media buying agent, and to measure results between the Neuroskin(R) hard and soft offer 120 second DRTV commercials.

"Synergixx did an excellent job with the media buy," commented Mrs. Campbell-Farley. "They got us more than double the spots. More importantly, the quality of the spots was higher - the networks and times chosen got better results."

It was a close call between the hard and soft offer DRTV commercials. As expected, the soft offer generated more calls, as customers phoned in to inquire about price. The hard offer generated fewer calls, but a higher percentage of sales, as customers knew the price when they called in. When the test was completed, the soft offer generated a slightly higher total dollar value.

Armed with this knowledge, avVaa is moving forward with their third test, scheduled to commence on October 29 and run for one week. This latest test will run on three television stations, and will test for three specific results.

First, Neuroskin(R) Psoriasis Relief will be offered at a lower price, to establish whether increased calls at a lower price will generate more revenue than fewer calls at the current price of $34.95. "During our last test run, our average order value was $90," said Lorie Campbell-Farley. "So we know that our current price of $34.95 is attracting customers, and that they are not afraid to spend more for a product they believe in. What we need to find out now is which price generates the most revenue. If we offer Neuroskin(R) at a lower price, will the increased customer response generate more overall revenue, or will we just get more calls and make the same amount of money?"

Second, one TV station will also show commercials that offer a phone number but not a website, to determine which option offers the best total sales. "We have a couple of reasons for doing this," shared Mrs. Campbell-Farley. "We recognize that a large number of consumers prefer to order by web, but we'd like to see if we can up sell them when they call in to ask for our website. In addition, we're in the process of making changes to the website so it converts at a higher rate, and we'd like to direct more traffic to the call center while we optimize."

Finally, the media test will compare the benefits of running a high number of commercials in a small region with running a lower number on a national station. "We want to know the role frequency plays in our sales," said Mrs. Campbell-Farley. "We can saturate our two regional stations with about 25-35 commercials for the same price that we will get 10-12 spots on a national station. Psoriasis is a persistent medical condition, which means many of our consumers have tried multiple remedies with very little success. They may need to see the commercial a number of times before they trust it enough to call in."

When asked why avVaa is running multiple media tests, Lorie Campbell-Farley responded, "This is a normal part of taking a product to market. It's impossible to check every factor with just one or two tests. We have to be able to pinpoint the results of each question we ask. If we tested everything in one set of commercials, we wouldn't have the measurable data that we need."

avVaa's third media test will run from Thursday October 29 to Wednesday November 4, with the majority of commercials showing between Thursday and Sunday.