Interactive Health takes iJoy massage chairs on tour
By Larry Thomas -- Furniture Today, March 20, 2005
Long Beach, Calif. — Interactive Health, a marketer of robotic massage chairs and upper-end recliners, has wrapped up a nine-city promotional tour for its iJoy massage chair line that generated considerable local news coverage at each stop.
Meanwhile, the company also is set to roll out a top-of-the-line robotic massage chair that features optical sensors which target pressure points along the spine.
In each city on the tour, an Interactive Health marketing team set up several iJoy chairs at high-traffic locations such as sports stadiums, farmer's markets and television studios, and offered consumers free "test rides" on the stylish chairs.
Company representatives also talked with consumers about stress and how it affects our daily lives, said Ila Barot-Oldakowski, director of marketing.
"We were absolutely delighted with the results of our efforts in raising awareness about stress, its harmful effects, and simple ways to lessen stress," she said.
Barot-Oldakowski said the company didn't sell products directly to consumers, but referred them to catalog merchants or nearby retailers who carry the chairs, which retail for about $799.
At each stop, the marketing team arrived in a customized purple Chevy SSR that had an iJoy chair enclosed in a capsule in the bed of the vehicle.
Based on the success of the promotional tour, Barot-Oldakowski said the company is finalizing plans for its first national advertising campaign next year. The effort probably will include national magazine ads and cable TV spots.
The new massage chair, called the Get-A-Way Chair, emulates the latest techniques used by massage and chiropractic professionals for back and spinal care, said Barot-Oldakowski.
"This chair was specifically designed for those who want the best, no-expense-spared massage chair, with style, design and, more importantly, function," she said.
The chair, which has a suggested retail price of $4,495, invigorates stiff joints and muscles and improves circulation through a combination of rolling pressure and air pressure, she said. It has a variety of automatic, pre-set massage programs, and more than 100 personalized settings are available.
Sharper Image files Ch. 11
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