Orchem Plans National Ad
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Infomercials are television productions that appear to be a newscast but instead are paid advertising segments.
A similar approach for newspapers, called advertorials, is also planned by Suarez.
"This product is truly sensational and that echoes the words of my wife," said Jerome Pruett, director of retail sales and marketing for BioTech Research, the product development arm of Suarez. "It's remarkable." Pruett said the infomercials and advertorials about Orchem's cleaning product line will be developed this fall to appeal to three types of buyers:
· Women who are responsible for laundry and cleaning duties in their households.
· Traveling businessmen who need on-the-spot stain removers.
· Hospitality companies and restaurants that need to deal with spills.
Fade Away had been exclusively sold at Cincinnati-area bigg's stores, but the exclusive agreement ended in August.
The next retail target for Fade Away is a sprawling one: hotel chains, airlines, restaurants, big box discounters, convenience stores and traditional grocery chains.
"We've developed a line of products that includes a heavy duty degreaser, a kitchen cleaner, a tub and tile spray, a pet-stain remover," said Kenneth A. Munson, vice president sales and marketing for Orchem.
"What we found, going into Wal-Mart, was that the products were good, but people weren't going to buy them unless they knew what they were."
Yet Orchem could not afford a multimillion-dollar advertising campaign. "We found we needed to build brand and the best way to do that was through direct marketing," Munson said.
Fade Away stain remover, made by NBA legend Oscar Robertson's Orchem Corp. of Fairfield, is poised for a national sales push this fall.
About the Author
Ken Munson is the Vice President of Orchem Corporation, http://orchemcorp.com , the leading minority-owned specialty chemical supplies manufacturer in the U.S. Orchem Corporation has over 100 years of combined technical expertise nationwide which we dedicate to providing superior performing products and programs and value-added services that our customers can rely on to help improve food quality, increase overall production, and lower costs.
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