Nutritional Supplement Company Announces Discontinuation of Free Trial Offers
Florida-based Solara, Inc. announces its decision to discontinue free trial offers on its EZ MELTS® line of nutritional supplements and oral fast melting tablets.
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March 28, 2010 (FPRC) -- Solara, Inc. is a Florida-based manufacturer and distributor of nutritional supplements and vitamins. Their main product line – EZ MELTS® – is the first and only full line of oral fast melting tablets in the nutraceutical marketplace. In 2009, Solara launched an advertising campaign promoting a free-trial offer for its Resveratrol supplement product – REZMelts™ – using an affiliate marketing model. This offer, as with most other free-trial offers in the industry, was an “opt-out” campaign in which customers needed to cancel their order during the free-trial period in order to discontinue any future shipments and charges.
While the terms of these types of offers are common in direct marketing in general and this industry in particular, Solara’s CEO Jeff Powlowsky explains that “a small but vocal segment of our free trial customers did not feel that the terms were properly explained at the time of the order. This, in turn, created not only cancellations and complaints, but also a bad feeling among this group of valued customers.” Powlowsky further states that “all the grievances received were immediately addressed and resolved on behalf of these customers, in alignment with regulatory guidelines and best business practices. Cancellations and reimbursements were promptly issued whenever requested.”
For these reasons, and in support of its growing brand and its customers, Solara will no longer continue to offer “free trial” opt-out promotions for its EZ MELTS® line of products. Solara will continue to honor the discounted pricing and renewal terms for those customers who choose to stay within the continuity program. The www.rezmelts.com site no longer makes the free trial offer available to new consumers, and it has been replaced by standard single-unit and multi-unit product offers.
Powlowsky believes that part of the problem stemmed from the use of affiliate marketing as the primary promotional method used to launch their REZMelts™ Resveratrol product. “While the terms and conditions were detailed in our www.rezmelts.com site, we had no reasonable way of monitoring or enforcing their accurate representation by the over 90,000 third party affiliate marketers promoting our product.” Solara “is no longer using third party affiliate marketing networks, and does not have any plans to use them in the near future,” according to Powlowsky.
“It is also a matter of brand management…” Powlowsky says, “…our EZ MELTS® line of oral fast melting tablets uses very unique technology and formulations, and we don’t want to diminish its value perception by offering it for free. We want to ensure that our reputation and commitment to quality are properly communicated to the public.” Solara may continue to introduce special pricing offers in promoting their EZ MELTS® line of nutritional supplements and vitamins – including their Resveratrol product – but using more traditional marketing methods and staying away from “opt-out” campaigns.
ABOUT SOLARA AND EZMELTS®
Solara, Inc. is a Florida-based manufacturer and distributor of nutritional supplements and vitamins. By integrating expertise from the pharmaceutical drug delivery field with high quality nutritional and OTC product formulations, Solara offers revolutionary lines of products and technologies through private label manufacturing as well as their own EZ MELTS® line. For more information on Solara, visit www.solaraus.com. Solara’s EZ MELTS® products are a unique line of oral fast melting nutritional supplements that combine revolutionary delivery methods with state-of-the-art research, formulation and manufacturing practices. EZ MELTS® dissolve rapidly in the mouth without water, eliminating the need to swallow large pills or tablets. For more information on EZ MELTS®, visit www.ezmelts.com.
Send an email to Gerardo Alvarado of EZ MELTS
(305)592-4748
Keywords:
resveratrol, nutritional supplements, vitamins
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