From the first ad to the reorder.
DRTV, paid social, search, email, conversion rate optimization, podcast, influencer and Amazon marketing for nutraceuticals, plus our own call center, retention and financial modeling behind them. Some clients hand us the whole campaign. Others need one piece of it.
We focus on one category only: dietary supplements. Most agencies have little or no experience in it, and many of our clients learned that the hard way. We’re about sales performance, not just branding and impressions.
DRTV, linear TV & CTV
From :30 connected TV commercials to half-hour shows. Our media team has proven success in health, wellness and lifestyle, on TV and social.
Long-form DRTV
Full-length, half-hour infomercials are highly effective at reaching the fifty-plus demographic, and can be the backbone of a direct-to-consumer campaign for baby boomers and seniors.
Linear TV
Broadcast, cable and satellite spot TV for larger scale. Combining different lengths of DRTV gives you a scalable way to acquire customers and drive retail supplement sales.
Connected TV
TV delivered through internet-connected devices, with targeting and personalization linear TV doesn’t have. Run CTV and linear together to reach both niche audiences and large populations.
Radio, print & direct mail
Large radio, print and direct mail campaigns when the campaign calls for them.
Digital marketing
Fragmentation is the latest buzzword in digital marketing. Online, consumers are distracted, and attention, the scarcest commodity of the past decade, is harder to win every year. BSMG takes a different approach. Our digital programs are built to convert the attention, authenticity and authority your brand has already earned on TV. Every ad we serve is placed to carry the customer from TV to their preferred point of sale, wherever that may be. Digital’s job is to connect with and re-engage warm leads, not to build awareness from scratch.
Paid social
Social feeds are where attention is most fragmented, so we don’t ask paid social to introduce your brand. We use it to reconnect with people who have already seen you on TV, through audiences built from your viewers, site visitors and customers, and ads that echo the hosts, experts and stories they already recognize. Every ad starts from what 50-plus buyers say in real reviews and surveys and is compliance-reviewed before it goes live. We run video, statics and creator-made UGC across Facebook, Instagram, TikTok and YouTube, testing new concepts one at a time against what is already working, so the program can take on more budget without losing efficiency.
Paid search & shopping
When a TV viewer is ready to buy, they search. Brand search captures the demand your TV creates and shows you what that airtime is really driving. Non-brand search and Shopping reach shoppers who remember the product but not the name, with ads and a product feed that answer what they typed and point them to wherever they prefer to buy. We run brand and non-brand separately because they do different jobs, and judge both by your total sales, since every ad platform claims credit for the same order.
Conversion rate optimization
A visitor who arrives after seeing you on TV is already interested. Our job is to keep that momentum. We make sure your pages pick up where the TV left off, with the same claims, experts and offer, and remove anything that slows a warm buyer down. We optimize for revenue per visitor rather than conversion rate, because that is what your ad spend actually buys, and customer evidence decides what we change: where visitors leave and what almost stopped buyers from ordering. Every result, win or loss, is documented, so each test starts smarter than the last.
Email marketing
TV earns a moment of a customer’s attention. An email address lets you keep it for weeks, months, even years. We build email programs that re-engage the leads your TV and digital campaigns generate: follow-up that responds to what each person does on your site, reminders for those who didn’t finish ordering, and promotions planned ahead so every send has a reason behind it. TV starts the conversation. Email carries it through to the sale.
Podcasts & influencers
Podcasts and influencers extend the authority your brand earns on TV. A host your audience already trusts can reinforce what they’ve heard on air, and podcast listening among Americans 55 and older is growing fast. We build host-read podcast, influencer and affiliate programs around the fit between a show’s audience and your product, and brief every partner on what they can say and how to disclose the relationship, so everything that goes out is something you can stand behind. Many listeners search your name later instead of using the promo code, so we also ask buyers where they heard about you and credit the show that sent them.
Creative that sells
High-performance creative is the most important part of selling direct to consumers, and it’s not a guessing game. We have spent years marketing dietary supplements to the 50-plus demographic, and our creative is built on a deep understanding of who these customers are and how they think: their fears, their pain points and what they want most. That understanding is how we capture their attention, earn their trust and build a real propensity to purchase.
Messaging & positioning
Creative doesn’t stop at the commercial. The same messaging and positioning, built from your approved product claims, carries through to telemarketing scripts, email campaigns, postcards and social advertising, forming one cohesive, compelling path from TV to the customer’s preferred point of sale. We’ve created thousands of successful creatives and keep testing new concepts.
On-camera experts & talent
Camera-ready health experts, from MDs to PhD nutritionists to popular health podcasters and biohackers, plus medical animators and our testimonial development team.
Production
Everything for your production, from storyboards and scripts to talent, the shoot and post-production, for TV and social media.
Amazon & retail
One category only, dietary supplements, with a proven team that has the expertise and resources to grow your sales quickly.
Amazon marketing & management
Amazon marketing and management services for exceptional Amazon performance. Collectively, our clients have added hundreds of millions in Amazon sales, with record profits, under our management.
Retail
Over 60% of U.S. supplement sales happen in drug, food, mass and specialty stores. We develop advertising and channel management strategies that maximize returns across sales channels: strong brick-and-mortar retail sales, plus direct-to-consumer and Amazon returns.
Sales & retention
Everything after the phone rings.
Our sales floor
Inbound and outbound agents who sell dietary supplements and nothing else. Highly selected, fully trained and paid six figures. Never an outsourced call center. Plus live chat and IVR.
Websites & checkout
Order pages and checkout built for TV traffic, for viewers who’d rather buy online.
Fulfillment
We work with direct-response fulfillment houses that know subscription health products, and connect them to your order systems.
Retention & save-the-sale
Subscription programs, save-the-sale calls, welcome kits and follow-up mail that keep customers ordering.
Numbers & product
The business side of the campaign.
Financial modeling
Detailed pro forma models for direct-to-consumer and Amazon campaigns, built from your cost of goods and real-world assumptions, so you can see cash flow and inventory needs. Use them to test new offers, cross-sells and continuity programs before you run them.
Performance dashboard
Custom reports for your accounting department and a dashboard so you can track performance every day.
Product development
Relationships with top formulators and contract manufacturers. Product concepts, formulation feedback and ingredient costing, with the therapeutic amounts and substantiation to withstand regulatory scrutiny. For a lead product or a cross-sell.
Clinical study assistance
Help planning studies that back up your product claims.