Brand Objectives:
To become a leading edge, technology-driven product development company geared to making each brand a recognized world-wide leader

Management

The DRG management team is built on a mix of senior level executives with years of proven experience. These outstanding individuals have extensive backgrounds in product development, marketing, advertising and operations. Our management team has also developed an experienced external support structure covering every aspect of the manufacturing, marketing, fulfillment and regulatory functions for retail products.

Sourcing Products

It all begins with the product. DRG takes a proactive approach to sourcing exciting products from around the world at incredibly low prices. We discover them through a network of established vendors, internal resources, and even by running ads. Approximately 30 to 50 products a month are considered in our process of selecting the elite few which merit development and testing.

Advertising & Marketing

DRG primarily advertises and markets our family of brands first through direct response television advertising. Then we cross-promote and enhance the after-sale of all our products on our websites. A consumer will often visit the site to buy one product and then be "up-sold" to several others as well. We also use product giveaways to increase response rates and create offers with sizzle. These sophisticated techniques often mean the difference between a marginal success and a real home run. We strive to create offers so powerful, the customer must say "DRG".

Full Service In House Production

With direct response, we look for an immediate return on investment (ROI). Everything is done in-house, which enables us to turn on a dime in both creating and revising our offers and our campaigns. We have some of the most talented writers, producers, directors and designers in-house giving an added advantage in cost savings and speed. We craft our messages in a compelling manner that delivers revenue at high margins with quantifiable results. Every detail contributes to closing the sale immediately. Every word, every image sells or is discarded. With the cost of media today, every second counts. To ensure our media is delivering a good ROI, we establish what sales goals must be met. Our stellar track record gives us the proven ability to precisely predict sales and growth through DR's formula-driven model. We know that "creative" doesn't mean something designed to win awards. It means creating profits.

In-House Media Buying

The uniquely beautiful thing about direct response advertising is that we can generate immediate return on investment (ROI) from our media buys. To ensure this, we must minimize costs per order. Since we pay no media commissions, we literally save millions every year on our media buys, which greatly increases our ROI. In planning our media, each product is aimed at a particular target market with enough frequency to create critical mass and, thereby, response. Thanks to our many years of DR experience, we have a wealth of expertise to draw on for strategizing our media. Some of the outlets we may use are: radio, TV (long and short form infomercials), Internet, newspaper, magazine, direct mail and more.

In measuring our success, we track our DR results literally from one hour to the next through our real-time on-line tracking and reporting systems. Continuous improvement is what we seek. If today's results are good, we want tomorrow's to be even better. For most campaigns, media is, by far, the largest investment, so it must generate sales. We always begin a new campaign with a test to assess the financial viability of the product, along with the selling message and media mix. Using advanced predictive techniques, our media planners outline a schedule and budget for the test and the overall campaign. If results do not match expectations, we adjust the creative and/or the media strategy before running another test. When all goes well, we roll out the campaign as planned and prepare to add another star to our roster of success.

Telemarketing and Sales

According to current research, approximately 80% of direct response calls are received within five minutes of an infomercial airing. This phenomenon is called "call spikes" and it makes handling these calls in-house virtually impossible for most companies. Outsourcing to a call center that specializes in handling DR calls is an effective and relatively inexpensive solution. Thanks to our many DR victories, DRG has been able to determine the best call centers for each product. We make sure every call is answered and generates as much revenue as possible. The right person selling over the phone with the right script can make all the difference in the world. In fact, one call center can generate up to 45% more per media dollar than others. That's the kind of call center we use.

Fulfillment Services

Once the sale has been made and the order taken, it's essential that the product be delivered promptly and accurately, with all appropriate inserts. We ship thousands of orders per week, so depending on the product, there may be any number of services the fulfillment company must perform flawlessly: storage, assembly, picking and packing, packaging, labeling, controlling inventory, inspecting returned products, and much more. We work closely with our fulfillment centers to make sure each campaign reaches a successful conclusion in the customer's home.

Legal and Regulatory

Because of its tremendous size and success, the DR industry's product claims are under constant scrutiny by government agencies such as the Federal Trade Commission, the Federal Communications Commission, the Food and Drug Administration and the US Patent and Trademark Office. Therefore, we seek counsel from the top legal firms to limit and/or prevent any regulatory issues regarding the claims we make. All advertising is carefully scrutinized by our legal team and adjusted, if necessary, to stay strictly within regulatory guidelines.

Conclusion

The Dynamic Response Group has built its success marketing innovative solutions to everyday problems. For many of our products, however, their ultimate success lies not in direct response, but in traditional retail with wide-spread distribution. Our direct response campaigns open the door to retail. We can introduce and brand a product, while at the same time creating immediate revenue for the company. After that, the campaign can become self-sustaining and profitable.

We discover immediately which products have a chance of success before investing a lot of money. We always know what is working and what is not. Once we have selected a product, we use all our resources to make sure it reaps the financial rewards it deserves. We're here to make consumers say, "DRG!" when they see our products. That's The Power of DRG.