The Hybrid Direct Response Retail Support (HDRRS) campaign is the best approach for any brand GelStat has an interest in bringing to retail. The HDRRS principle is simple; combine a direct response sales and branding campaign with strategic rollout into select retail locations.
Why follow this approach? Because there have not been any brands successful at the retail level that have first failed in Direct Response (DR); however, there have been several hugely successful Health and Beauty Aid (HBA) retail brands that were cultivated from Direct Response campaigns.
To that end, our primary marketing strategy for our current and future products is to begin with a direct-to-consumer campaign and then move into select retail markets over time.