Bowflex, one of the most successful marketers of home fitness equipment, has been a client of Euro RSCG 4D DRTV since 1997 for the planning and buying of their long-form direct-response advertising. The fitness company\'s philosophy is based on a long-term approach to growth using direct sales channels. Bowflex\'s challenge was determining the most effective use of direct-response television to accelerate sales of their growing fitness equipment line. They needed a strategic media plan that would reach their target market; a plan with staying power that would complement their long-range marketing goals.

Euro RSCG 4D DRTV has purchased media for Bowflex\'s highly successful long-form advertising since 1997. In a category where new products come and go weekly, that\'s real endurance. Euro RSCG 4D DRTV consistently provides a highly effective media plan for Bowflex, consisting of national cable, regional sports and news networks, and local broadcast. Through analysis of results and trends, we have adjusted the plan to maintain a prosperous mix.

Results

The results speak for themselves. For 2000, the company reported net sales of $223.9 million, up 68 percent from $133.1 million in 1999 — and up dramatically from $19.9 million in 1997. This significant growth trend continues for 2001, with net sales for the first nine months of 2001 increasing by 55.6 percent to $238.6 million, from $153.3 million in the same period in 2000. Bowflex believes that profitable DRTV will continue to be a medium that facilitates sales, as well as a driving mechanism for e-commerce.'; two+='

Euro RSCG 4D DRTV succeeded in adding some serious muscle to Bowflex\'s annual sales figures. In 2000, Business Week recognized Bowflex\'s parent company, Direct Focus, as the number one Hot-Growth Company in the country. They had an exceptional follow-up ranking in 2001 as the number two Hot Growth company — the only company in Business Week\'s top five of 2000 to repeat in 2001.