Overview 

If you have watched television in the past few years, you probably know the name Nugenix. If your TV is set to a sports event, or some other male demographic-targeted programming, you will probably see their Direct-to-Consumer advertisements. They frequently feature former top professional athletes like Doug Flutie, Andy Van Slyke and of course Frank Thomas. His “And she’ll like it too,” catchphrase creates instant recognition and has been parodied by hack comics across the internet. 

Nugenix has been an unquestionable success in Direct-to-Consumer marketing. Their ever-present television ads have driven sales not only through direct channels, but with retail partners as well. So what is Nugenix’s secret?  

#ThoughtLeaderThursday 

That was what we set to find out in the latest of DTC agency Script to Screen’s #ThoughtLeaderThursday webinar series on June 24, 2021. Titled “Nugenix: How to Do Everything to Get Your Customers’ Attention,” the episode was a deep dive into the strategies used by Nugenix’s parent company Adaptive Health.  

Our Guest 

Our guest for the episode was Adpative Health Chief Marketing Officer Mike Amburgey. Mike is an executive marketing leader passionate about delivering immediate results while building brands for the future through inspired teams. He has over 28 years of experience leading and growing a broad array of branded businesses – small to large, domestic to international, packaged goods to durable goods and in companies driven by both direct response and general communication. 

Mike is classically trained working for some of the most powerful marketing companies in the world, such as P&G and GlaxoSmithKline – has diverse industry experience, including packaged goods (personal care, OTC’s, supplements and weight loss) and durable goods (fitness products; home and floor care). He has led and built some of America’s great brands, including Sure Anti-Perspirant, Tums Antacid/Calcium Supplement, Bowflex Fitness, Oreck Vacuums/Air Purifiers and Nutrisystem Weight Loss. Also, he developed and launched a successful new international smoking cessation brand while posted in London, UK. 

Adaptive Health 

Adaptive Health as a company is not quite as well known as their product. They are a manufacturer of health supplements that focuses on a few hero brands, as opposed to supplement companies that have hundreds or thousands of products. Traditionally, the company was focused on digital marketing. While they had done some television, it was limited and unfocused.  

After hiring Mike as CMO, the company focused their marketing efforts, growing the business. Now they are well known for brands like Instaflex Advanced, Peptiva, Lumiday, and multiple products in the Nugenix family.  

“We went from primarily display and online to social, TV, radio, direct mail – really a multi-channel direct response company,” Mike explained.  

“If You See It on TV, It’s Real” 

According to Mike, to a slightly older demographic, television still brings a feeling of legitimacy. “We tend to target older demographics, 35-40+,” he explained. “Supplements, high priced home goods, weight loss programs tend to skew a little bit older. We’re absolutely online, we’re on social media, but I think there’s a certain degree where if you see it on TV, it’s real. It’s how you separate the charlatans from the real ones.”  

He further explained that while a customer might convert online or on a social ad, the legitimacy of television helps those channels. While that may not be true of younger demographics, “it’s certainly true for slightly older demographics who just so happen to have a lot of disposable cash.”  

They Call It Tele-VISION 

Mike explained that it is not enough to just be on television — you must have a creative plan. “It’s great to be on television, but what are you going to say when you get there?” he asked.  

It is important that your brand is visual. If it is not a great visual product, you need to have a plan to give it an exciting element.  You must be able to find a way to demonstrate the benefit of your product. “As a wise man once told me, it’s called tele-VISION for a reason,” Mike said. 

Contextual Content at Scale 

Another important tip was the concept of making contextual content at scale. Every media platform has to be marketed to with the right narrow-focused message, but selling the same idea. “If you think the Hallmark Channel and FX are going to work with the same ad, you’re probably wrong,” he said. That is just between two different television channels. When looking at other advertising platforms, it is imperative that your messaging fit the way they consume.  

Our Next Webinar  

How do you tell your company’s story when your company is just starting out? That is the question international television commercial director Iain McLean has after launching his new cosmetics brand, Shygirl. Iain is an accomplished director who has worked with celebrities and fashion icons for brands like Revlon and L’Oreal, but this is his first time creating his own cosmetic product. How will he tell his story? 

Join us on Thursday, July 29, 2020 @ [2:00] PM ET /[11:00] AM PT as Script to Screen’s Co-Founder and Executive Creative Director, Ken Kerry sits down with Iain to discuss how — and just as importantly, where — he can tell the story of his brand.  

Highlights 

[1:20]: Meet Mike Amburgey and Adaptive Health 

[4:30]: How does TV scale? 

[6:10]: “If you’re on TV, you’re real” 

[11:07]: TV’s affect on other sales channels 

[14:50]: How did TV affect Nugenix? 

[17:00] “Be Everywhere” 

[20:15]: “They call it tele-VISION for a reason!” 

[24:00]: Differentiation is the golden ticket 

[29:10]: Contextual content at scale 

[33:20]: What should you know about DRTV? 

[37:50]: What is your offer?  

[45:30]: Next webinar 

Questions from the audience 

[49:30]: Pricing 

[53:40] What attributed to their TV success that allowed scaling? 

[1:00:30]: For a product available at brick-and-mortar, Amazon and DTC; what’s the best CTA to support the retail shelf AND optimize media spend? 

[1:05:00]: We launched our product online and have been successful. What can I expect with TV in terms of growing the business? 

[1:12:40]: Has costs for TV production gone down since professional production software has gone more pro-sumer?