Iceland Health was determined to make an infomercial for a product that was widely available but under-marketed; Omega-3 capsules. Their unique selling proposition was that they had a source for fish oil of the highest quality from Iceland. Could it work? “Yes!” Said then Groff Films Executive Producer Robert Barnes . “But only with the right combination of substantiated claims and a passionate doctor.”
The clients were resistant to anything that looked like a traditional infomercial and were provided with non-traditional approaches. In the end the most traditional “Black-Box” type of infomercial was deemed most appropriate for the audience. An articulate physician was sought out who was in the process of writing a book on the subject. This passionate doctor, along with his book, brought credibility and substantiated claims. The end result was a successful show right out of the test. The show was further bolstered by testimonial interviews, taking the project to yet another level of success. The success of the show and the Iceland Health product line caught the eye of a large nutritional product company and resulted in the eventual sale of Iceland Health at a very healthy profit.
After an unsuccessful run at a TV campaign using a very well-known direct response company the Doctors Michael and Mary-Dan Eades along with their partner Larry McLeary needed to modify their existing show for Pentabosol to create a show that would generate calls. The Eades had previously experienced remarkable success marketing their product “The Protein Power Plan” with an infomercial produced and directed by then Groff Films Executive producer Robert Barnes. He scrutinized the programs produced for Pentabosol and – much to the chagrin of the doctors – deemed them useless.
By partnering with AMRG (The Pentabosol Developers), Groff came up with a cost effective solution for developing a new and compelling program. A stellar interviewer was found in former CNN anchor Bob Lozure. Testimonials from past users of the product. The right combination of claims, testimonials, passionate doctors and an articulate, trustworthy host, proved successful for Pentabosol. With revenues of over 20 million the show had a remarkable 3-year life span and is still resulting in reorders from customers who made the weight loss supplement a part of their lifestyle.
I might have been the first commercial shoot that Robert ever did, for Scandinavia House Furniture back in ’87. Only someone with talent, an understanding of how to persuade consumers in under 60 seconds and the drive to succeed would still be around 20 years later. I’ve been aware of a lot of his work over the years from CalMax to Pentabosol and would hire him again if the opportunity presented itself again.
Top qualities: Personable, Good Value, Creative
Jonathon Farley Marketing Manager, Dr. Newton’s Naturals
I am pleased to recommend Robert Barnes as a direct response marketing producer. Robert was a key member of the creative team I directed at Talk America, Inc., and was integral in the development of product and promotions for Protein Power. He served as producer and director on the television infomercials for the product. He was also the producer on all field work, obtaining testimonials for the product that were highly effective. Robert understands how to craft an advertising message to ignite consumer response. He has the art and technical direction capabilities to ensure a high quality production. At the same time, he understands how to obtain maximum emotional impact from testimonials and how to direct talent to create a compelling sales message. Choosing the right producer is critical to the overall success of a product in direct response. Robert is the right choice.
President, cta Creative
As CEO of Advanced Metabolics LLC, I retained Robert Barnes to work on the Pentabosol Infomercial. Robert was instrumental in helping that product become successful. His attention to detail, regard for branding, skillful approach to obtaining emotional testimonials, and stewarding a successful launch were all key factors. I believe Robert is one of the most knowledgeable in the industry when it comes to creating and launching new nutritional brands.
Brett J. Astor
I have known Dan Molloy many years, and he has always been a steadfast and capable businessman. When we first considered moving our business to his company, he took the time to fly out to Denver and sit with us for several days, going through all the details and angles that needed to be considered. He made us feel very confident in him, and our trust in him was well-founded. Since that time, he continued to do whatever necessary to meet our various needs and demands, which have been many.
Dan has not only considerable talent, but his enthusiasm and “can do” attitude is second to none–this “can do” attitude is a MUST HAVE factor to be able to work with entrepreneurial mindset. He just finds a way to get the job done, and although sometimes doing that puts enormous weight on his own shoulders, he comes thru every time. Put your trust and faith in Dan, and he will serve you extremely well. He treats you as a customer AND a friend. I cannot recommend him enough.
SoothSoft Innovations Worldwide, Inc.
I am very pleased to offer an enthusiastic endorsement of Robert Barnes’ abilities and services to me when I needed expert assistance in branding and marketing my book on foreclosure assistance for the homeowner.
He positioned and named the product. He created a perfect URL for the book in a crowded field of new books, DVD’s and other offerings on this topic. Robert selected “SAVE THAT MORTGAGE” which was totally appropriate and has been well received by reviewers and the public.
Robert’s attention to detail in format selection and other key production elements saved the day for me and, I’m certain would do so for anyone utilizing his considerable talents.
President, RG Marketing