Download LifeFone makes good call with ARM

LifeFone makes good call with ARM By Cara Wood
October 18th, 2006
LifeFone signed Advanced Results Marketing recently to drive a national
consumer direct response television campaign for its core product, an
emergency response system for senior citizens.
The contract was awarded after a two-week test on national cable with
Advanced Results Marketing. The campaign will see minor adjustments based
on results of the test run.
"We target more to the caregiver than the senior themselves ... that's the
challenge," said Inna Shifrin, junior account executive at Advanced Results
Marketing, Marlboro, MA. "It's typically not the senior themselves that is
making the purchase."
Advanced Results Marketing provides TV spot creation, media planning and
buying, customer service and fulfillment for LifeFone, White Plains, NY.
The creative made an emotional call to the children of senior citizens,
paralleling the care a parent gives a child with the care a child wants to
provide an aging parent. The 30-second spot then demonstrates how a
LifeFone pendant automatically calls the LifeFone Emergency Response
Center. From there, the subscriber's designated doctor, hospital and EMT as
well as family and friends are notified of the emergency.
LifeFone (www.lifefone.com) is sold in the United States and Canada. Buyers
were slightly younger than anticipated. This may result in more ad buys on
entertainment channels for the next campaign. Also under discussion is
buying more weekend spots.
Advanced Results Marketing also works with Diabetes Care Club, Dental
Plans.com and Diabetics Supply Co. This is the first partnership between
LifeFone and Advanced Results Marketing.
The direct response agency has a database of results from past campaigns
on various networks, and those are compared with syndicated research
before deciding ad buy and predicting results of a new campaign.
These numbers also benefit the call centers, which can anticipate highvolume times and schedule extra staff. Such information helped the test
campaign succeed, according to Advanced Results Marketing.
"We had a nice selection of networks in the initial test based on information
from our database," said Rosemary Petta, an account manager who heads
the LifeFone campaign.