Clients

Case Study: BackJoy

BackJoy turns to Cesari Direct to lead multi-channel DR campaign

The direct response creative differs from general advertising in that it elicits a specific behavior directly from the consumer. Behaviors can be dialing a phone, going to a website, visiting a retailer, or even sending a text message.

Ron Lynch and Rick Cesari, Cesari Direct’s inventive creative team, have crafted an innovative multi-channel direct response campaign for BackJoy (www.backjoy.com) that utilizes Cesari Direct’s legendary direct response television technique to drive a variety of distribution systems for an entirely new line of BackJoy offerings.

“Hiring Cesari Direct was simply the best decision I made since I began marketing BackJoy,” said Bing Howenstein, the former Hollywood producer who is the president and driving force behind the innovative back-pain relief company. “Ron Lynch in particular has unparalleled experience and understanding of what makes today's version of DRTV tick, and the know-how to get it done right. Behind him the team at Cesari Direct has been nothing short of fantastic from our first prospect call all the way through the media buying process.”

BackJoy, based in Pacific Palisades, California, develops and distributes a variety of products designed to help eliminate the discomforts of back pain. Its core creation is the world’s first back orthotic, an easy to use and completely portable sitting device that prevents back pain from occurring when you sit. It allows you to finally sit comfortably, anywhere.

Howenstein is no stranger to innovation and professional promotion. He has produced four motion pictures, (including The Bachelor, starring his brother-in-law Chris O’Donnell) and has helped to develop more than two dozen other movies. His writing talents also are well known in the television world, having scripted several episodes for The Bold and The Beautiful, one of the most popular programs in the world.

“Our model for successful DRTV has been proven once again,” Lynch said. “Give us a product that delivers what it promises, fits the right financial metrics, and has a compelling storyline, and we’ll make it a hit.”

“I’m excited for Bing and the entire BackJoy team,” said Rick Cesari, CEO of Cesari Direct. “Building the BackJoy brand through DRTV is very rewarding for our firm. Bing and his team are great to work with and have a very prosperous future ahead of themselves, we’re thrilled to be a partner in that.”

“You know that feeling you get when you think you might be getting fleeced?” Howenstein asked.  “With Cesari Direct, it’s the opposite.  They are ‘the good guys”.