American Biophysics Corp. Signs National Advertising Deals & Secures Marketing Partnerships for Mosquito Magnet Brand.Business Editors EAST GREENWICH East Greenwich is the name of:
Marketing & Sales Focus on Improved Backyard Living and Lifestyle Benefits With mosquito season quickly approaching, and West Nile virus West Nile virus, microorganism and the infection resulting from it, which typically produces no symptoms or a flulike condition. The virus is a flavivirus and is related to a number of viruses that cause encephalitis. poised to spread nationwide, American Biophysics biophysics, application of various methods and principles of physical science to the study of biological problems. In physiological biophysics physical mechanisms have been used to explain such biological processes as the transmission of nerve impulses, the muscle Corp., manufacturer of the Mosquito Magnet(R), embarks on major marketing partnerships and a national advertising campaign to generate mosquito awareness and educate consumers about it's products. The campaign underscores the company's scientific roots while simultaneously highlighting the improved lifestyle benefits the Mosquito Magnet(R) products offer. American Biophysics Corp. currently has three Mosquito Magnet(R) models on the market, offering consumers 24-hour protection from biting insects in a defined area. The Mosquito Magnet(R) is the ONLY commercially available biting insect trap Insect traps can be used to monitor or directly reduce insect populations. They typically use a food, visual lures, chemical attractants and pheromones that do not injure other animals or humans or result in residues on foods or feeds. on the market that utilizes patented CounterFlow(TM) technology, which works by dispersing a precise plume of CO2, heat and moisture, that draws female biting insects to the trap, while simultaneously vacuuming them into a net where they dehydrate dehydrate /de·hy·drate/ (de-hi´drat) to remove water from (a compound, the body, etc.). de·hy·drate v. 1. To remove water from; make anhydrous. 2. . The sales and marketing program includes new product packaging, tagline and logo, an updated and redesigned Web site, new television and radio advertising, exclusive retail partnerships, strategic sponsorships, an online sweepstakes and a multi-tiered public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most campaign. American Biophysics hired seasoned marketer Roland Jackson as vice president of sales and marketing in January 2003. Jackson, formerly with Black & Decker and Stanley Bostich, has extensive experience in consumer product marketing and has significantly reworked the company's communication and sales focus. "Our company goal is to create brand messaging and marketing that brings the Mosquito Magnet beyond a strictly scientific product to one that speaks to the general public's outdoor needs," says Roland Jackson, vice president of sales and marketing. "To that end, we designed a fully-integrated sales and marketing program that includes new print and broadcast advertising, public relations, partnerships, increased sales channels and exclusive relationships." American Biophysics Corp. brought on strategic partners to work on the repositioning. The company hired Boston-based Schneider & Associates public relations agency for the fourth year to develop a multi-tiered campaign designed to underscore the company's leadership positioning and educate the media and consumers about the Mosquito Magnet(R) point of difference. The company also retained Newport, RI-based Fleming & Roskelly Inc. to develop the new logo, tag line tag line also tag·line n. 1. An ending line, as in a play or joke, that makes a point. 2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan. Noun 1. and create a multi-media advertising program; and O'Connell & Associates of East Greenwich, RI to coordinate the radio and television advertising buys and exclusive broadcast partnerships. Advertising Program Newport, RI-based Fleming & Roskelly Inc. worked with the company to develop a :30-second television spot and radio spots. The creative format is focused on the customer and the benefit the product will bring to improved lifestyle and backyard living. National television buys, by O'Connell & Associates of East Greenwich, RI, include Home and Garden Television, CNN CNN or Cable News Network Subsidiary company of Turner Broadcasting Systems. It was created by Ted Turner in 1980 to present 24-hour live news broadcasts, using satellites to transmit reports from news bureaus around the world. , The Weather Channel, BET and The Discovery Networks. National radio buys include Paul Harvey <noinclude></noinclude>
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Print ads will appear in national magazines such as House & Garden, Coastal Living, MidWest Living, Southern Living and Ebony as well as USA Today USA Today National U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. and other select national newspapers. Commercials and ads will run through mosquito and West Nile virus season. Public Relations & Leadership Positioning Boston-based Schneider & Associates who has been working with American Biophysics Corp. since 2000 has developed a multi-tiered campaign to educate the media and consumers about the company's family of products as well as work to maintain the company's leadership positioning. The program will involve consumer and industry partnerships and appearances, retail support and an extensive national and regional media outreach effort. Online Partnerships: www.weatherchannel.com and www.cnn.com Through mosquito season, the Weather Channel will feature a customized mini Mosquito Magnet(R) Web site that will be accessible from their home page. American Biophysics Corp. will also be featured as a health spotlight and Weather Channel visitors will also have an opportunity to identify the prevailing winds The prevailing winds are the trends in speed and direction of wind over a particular point on the earth's surface. A region's prevailing winds often show global patterns of movement in the earth's atmosphere. Prevailing winds are the causes of waves as they push the ocean. in their area, a key factor to placement of the Mosquito Magnet(R), with geo-targeted city pages. There will be similar links to the www.mosquitomagnet.com from CNN.com's home page as well as their health and weather pages. Redesigned and Re-launched Web Site The company recently re-launched a redesigned www.mosquitomagnet.com. With more than 6 million hits to the Web site each month during peak mosquito season, the company set out to make a customer-friendly and easy-to-navigate site. The new site design features the Mosquito Magnet's new color-scheme, logo and tagline and offers simple access to Mosquito Magnet(R) product and dealer information. A key feature of the redesigned site is the "Mosquito Magnet Trap Placement Assistant." This interactive tutorial allows consumers to recreate their backyard online, including the location of their house, shrubs, deck or porch and place the trap in the area where mosquitoes breed and in the direction of the prevailing wind prevailing wind A wind that blows predominantly from a single general direction. The trade winds of the tropics, which blow from the east throughout the year, are prevailing winds. See illustration at wind. Noun 1. . Other updates include assembly directions for all products, trap registration and easy to order accessory options. Visitors will still find familiar information like "Mosquito News," independent test results and comprehensive product information. Sweepstakes To further reach out to consumers and drive traffic to www.mosquitomagnet.com during the height of mosquito season, American Biophysics Corp. is hosting the online "Backyard Attraction Sweepstakes." The grand prize is a backyard makeover and catered party and includes a patio set, professional grill, hot tub and $2,500 for catering and party supplies. Frontgate Catalogue furnishes many of the prizes. The sweepstakes will be promoted via Web, print and radio advertising. Mosquito Magnet(R) Sales Distribution up 100% from 2002 Available in 2,500 stores in 2002, the company sought to vastly increase distribution with the introduction of a lower priced model. Currently, the Mosquito Magnet(R) traps are available at more than 5,000 retail outlets in the U.S. and Canada. Retailers include Home Depot The Home Depot (NYSE: HD) is an American retailer of home improvement and construction products and services. Headquartered in Vinings, just outside Atlanta in unincorporated Cobb County, Georgia, Home Depot employs more than 355,000 people and operates 2,164 big-box , Home Depot Canada, Canadian Tire Canadian Tire (TSX: CTC, CTC.A) is one of Canada's 35 largest publicly traded companies and operates an inter-related network of businesses engaged in retailing (hardgoods, apparel and petroleum) and services (financial and automotive). , Sears, Target, True Value Stores, Ace Hardware, Frontgate catalogue and local propane dealers. Many retailers will feature educational mosquito and Mosquito Magnet(R) product storyboards near product displays and an educational, laminated flipchart that can be affixed af·fix tr.v. af·fixed, af·fix·ing, af·fix·es 1. To secure to something; attach: affix a label to a package. 2. to special in-store end caps. American Biophysics Corporation, founded in 1991 and headquartered in East Greenwich, RI, is a scientific, research-based company that studies the behavior of biting insects and manufactures carbon dioxide-based insect abatement traps for consumer, commercial and government applications. The company was first-to-market with a carbon dioxide-based insect abatement trap for commercial use in 1999 and currently has three traps on the market, the Pro, Liberty and the Defender. For more company and product information visit www.mosquitomagnet.com. |
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