Friday Forecast: Five Powerful Reasons Why Direct Response Television Remains Relevant Today

by Rick Petry on May 25, 2018 3:00:00 AM DRTV, Direct Response, Marketing

Celebrity fitness trainer Gillian Michaels promotes SodaStream, a healthier alternative to sugary soft drinks. Photo: Bluewater Media.

Direct response television (DRTV) remains a powerful weapon that every marketer should consider in their arsenal. Despite increasing media fragmentation, increased competition for advertiser dollars and a general sense that traditional linear TV is in decline, DRTV still leverages the most mass of mass media and has powerful advantages that other forms of marketing simply do not enjoy. Here are five compelling reasons why DRTV remains relevant and worthy of any marketer’s attention:

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7 Key Ingredients to Creating Successful Products in As Seen on TV

by Trevor Lambert on May 22, 2018 3:00:00 AM DRTV, Marketing, As Seen on TV

With the rising level of customer sophistication and the widespread use of Amazon reviews, the days of huge profits for subpar products in direct response is quickly coming to an end. Gimmicks are quickly identified as such and once exposed, these products rarely make it to retail. If they do, they are doomed to fail quickly, afflicted by the weight of returns and a negative reputation.

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Friday Forecast: It’s Time to Rethink Ageism in Advertising

by Rick Petry on May 18, 2018 12:00:00 AM DRTV, Direct Response, Marketing

Swim cap and sarong courtesy of an art director who doesn’t have a clue.

This past week, an article in the New York Times, titled “Why Traditional TV Is in Trouble,” outlined in rather stark terms how aged the audience for the top 10 network television shows is, in advance of the annual upfront TV advertising derby. The median age for the top 10 network entertainment shows, according to Nielsen and as reported by the Times, is as follows:

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FTC Commissioners Sworn In (Finally)

by Bill McClellan on May 17, 2018 3:00:00 AM Advocacy, FTC, Government Relations

It is finally official. For the first time since 2015, the Federal Trade Commission (FTC) is completely filled out. On behalf of ERA and the direct response community, please join in welcoming the new Commissioners into office. We wish you great success in your roles to ensure the consumer protection mandate of the Commission.

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Flashback Friday: With Summer Looming, Is It Time for Reinvention?

by Rick Petry on May 11, 2018 3:35:34 PM DRTV, Direct Response, Marketing

This week, your Friday Forecaster goes into the archives to offer “Under Construction,” a DISH column that first appeared in Electronic Retailer magazine's December 2014 issue. Its topic is just as relevant today, as it asks readers to consider their professional and personal life’s course, and whether it is aligned with their true purpose.

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Fair Trade: Why Marketers Should Heed Federal Warranty Laws

by Lesley Fair on May 9, 2018 3:00:00 AM FTC, Direct Response, Marketing, Consumer

“But I’d never buy a ____ if I couldn’t check it out in person first.” To win over a skeptical segment of the buying public, direct-to-consumer retailers have spent decades successfully overcoming that hurdle. Industry members have used accurate product demonstrations, representative testimonials, in-depth documentation and other methods for building shoppers’ confidence.

Another way many direct response marketers signal their intention to stand by what they sell is by offering warranties — sometimes described as a promise that a product will meet a specified level of performance over a particular period of time.
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Friday Forecast: Kitchen Influential – How Bluewater Media Is Helping Cook Up Audiences and Profits for Food Bloggers

by Rick Petry on May 4, 2018 3:00:00 AM Digital Marketing, Direct Response, Marketing

A rendering of the “Country Square” kitchen set, currently under construction at Bluewater Media.

In the 1980s, during the nascent days of cable television when your Friday Forecaster was first starting in the advertising business, audiences were tiny, unrated and easy to dismiss by the dominant, big-three broadcast networks. In time, combined cable ratings surpassed those three networks — and in recent years, viewership for Netflix has also eclipsed audiences for those same once-dominant broadcasters. Today, the marketplace is at a similar nexus, as media usage habits shift, and bloggers and social media influencers begin to attract audiences in sizes that range from those requiring micro-measurement, to aggregated audiences that offer numbers rivaling TV’s reach. As of September 2017, it was estimated that there are more than 440 million blogs worldwide, according to mediakix, a number that has surely surpassed a half a billion by now. Food bloggers comprise one of the largest categories, with top influencers attracting audiences that number in the millions, drawn to their websites and social media hubs that include Instagram, Facebook, YouTube, Pinterest and Twitter. Enter Bluewater Media, a converged marketing agency based in Clearwater, Florida, that is helping influencers generate and monetize their content.

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FWIW: Millennials More Likely to Be Victims of Fraud

by Amy Mudge on May 2, 2018 3:00:00 AM Government Relations, Consumer, Consumer Protection, data breach

The FTC seeks to combat deceptive practices in the United States generally, but often it pays particularly close attention to the elderly, which it views as a vulnerable demographic. Last year for example, the FTC testified before the Senate Judiciary Committee on Aging that it’s taking action specifically against those fraudulent schemes that affect the elderly. It makes intuitive sense that the people asking their grandchildren how to turn on the computer would be more likely to fall for online scams than those glued to technology 24/7. For millennials, however, hubris may be their downfall, as a new report from the FTC shows that Americans in their twenties and early thirties are more likely to be scammed than the elderly.

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What Does GDPR Mean for Your Business?

by Monica Eaton-Cardone on Apr 30, 2018 3:00:00 AM e-Commerce, Support Services, Marketing, Consumer, Consumer Protection, data breach

You’ve already got the right to say what you want and believe what you want. But, under new EU regulations, effective May 25, 2018, you will soon have the right to forget what you want, too.

The General Data Protection Regulation (GDPR) is the biggest overhaul of EU security policy in decades. Under the law, consumers will enjoy the “right to be forgotten,” meaning any EU citizen can request an entity destroy any personal data involving them “without undue delay.”

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Friday Forecast: DRMETRIX — The Ultimate Media Transparency Tool

by Rick Petry on Apr 27, 2018 3:00:00 AM DRTV, Direct Response, Marketing

DRMetrix has created the most advanced relational database for tracking and analyzing performance-based television advertisements the industry has ever seen and, in the process, is ushering in a new age of media transparency. A demo of the platform impressed your Friday Forecaster to such a degree, that the best way to compare it to previous attempts to track infomercial and DR spot frequency and ad spend is to say that it is like comparing an abacus to a super-computer.

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U.S. Supreme Court Argues Online Sales Tax

by Bill McClellan on Apr 25, 2018 3:00:00 AM Government Relations

Last week, I reported to ERA’s Board of Directors about a critical case the U.S. Supreme Court had decided to take up and hear arguments on. Effectively, the Supreme Court has decided to re-hear arguments on the online sales tax issue.

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5 Ways to Keep Pace with Online Shoppers

by Anthony Gallo on Apr 24, 2018 3:00:00 AM e-Commerce, Consumer Behavior, Support Services, Trends, Customer Service

For generations, shopping was largely bound by geographic borders. International purchases took time and were complicated. No more: Retail has gone global. That’s a main takeaway from the recently released global UPS Pulse of the Online Shopper study, which captured the changing behaviors and preferences of online shoppers in six markets including the U.S., Asia, Europe, Canada, Mexico and Brazil.

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Friday Forecast: Media Attribution Innovators Share Key Insights

by Rick Petry on Apr 20, 2018 4:50:07 PM Digital Marketing, Direct Response, Marketing


Media attribution is the art and science of determining which marketing efforts are driving consumer behavior that results in online and offline traffic, lead capture and actual sales. Of course, in the pre-internet days, marketers had the ability to allocate unique toll-free numbers to different advertisements and the corresponding media they were running in or on, so there was precision in knowing how effective any given airing or listing was. There was effectively a direct cause and effect — call it a straight line — that could be drawn between an ad and its corresponding response. Enter digital marketing and smartphones and now consumers can interact with marketers when, how and where they like.

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Large Retailers Are Getting in the Subscription Game

by Jeremy Kraft on Apr 19, 2018 3:00:00 AM e-Commerce, Consumer Behavior, Trends, Direct Response, Marketing, Consumer

From humble beginnings, the subscription box industry has grown by leaps and bounds. With over 2,000 subscription boxes available, consumers can have apparel, cosmetics, meals and wine boxes — to name just a few — delivered to their front door monthly, quarterly or at a variety of intervals. Participants can curate their journey with the subscription brand, and their boxes provide unique choice, variety, flexibility, and convenience that traditional shopping cannot.

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How the GDPR Affects U.S. Tech Giants Like Facebook and WhatsApp

by Greg Sparrow on Apr 18, 2018 3:00:00 AM Government Relations, Social Media, Marketing, Consumer Protection, data breach

The General Data Protection Regulation (GDPR) continues to be an important topic of conversation for U.S. companies. Since its inception, the GDPR has raised a number of questions as to whether businesses are properly prepared to comply. The GDPR was adopted on April 27, 2016, and allotted a two-year post-adoption grace period for businesses to strategize and implement their compliant approach. With less than two months left, it has been reported that an estimated 61% of U.S. businesses are not ready for the regulation, and that only 67% of European-based businesses have begun moving into the implementation phase of their GDPR compliance program. The potential fines have many concerned about compliance as the May 25, 2018 date of enforcement approaches, but businesses struggle with fully understanding the regulation and thus fail to launch a comprehensive plan.

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ERA Members Speak Up about ERA/ERSP Government Affairs Fly-In

by Vi Paynich on Apr 17, 2018 3:00:00 AM ERSP, FTC, Self Regulation, DRTV, Government Relations, Direct Response

Is the ERA/ERSP Government Affairs Fly-In vital to your direct response marketing business? The answer should be a decisive yes! Why? The Fly-In shines a spotlight on the most critical issues affecting the industry today and puts you in front of the government regulators and Congressional leaders whose decisions could have a dramatic impact on current and future legislation.

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[OPINION] Friday Forecast: What’s Behind Trump’s Amazon Harrumphs?

by Rick Petry on Apr 13, 2018 11:49:49 AM e-Commerce, Retail, Social Media, Marketing, Consumer

One of the more bizarre aspects of the Donald Trump Administration, amid a carnival of oddities, has been the President’s penchant for excoriating publicly traded companies and their leaders by way of Twitter. No single company has drawn the ire of the Donald more than e-commerce giant Amazon and its chairman, Jeff Bezos.

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Facebook Faces Congress

by Bill McClellan on Apr 11, 2018 11:27:31 AM Consumer Behavior, Government Relations, Social Media, Marketing, Consumer, data breach

On Tuesday, April 10, Facebook founder Mark Zuckerberg was a witness before a joint session of two Senate Committees — the Senate Judiciary Committee and the Senate Commerce Committee. Basically, that means that Mark could potentially face almost half of Congress during his questioning period. There are 100 Senators in Congress and 44 of them serve on either of these two Committees. That’s a lot of potential questions. 

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7 Epic Product Fails and the Valuable Lessons They Can Teach Your Business

by Katie Lundin on Apr 10, 2018 3:00:00 AM Brand Marketing, Retail, Marketing, Consumer, Product Development

Launching a new product is always risky. No matter how diligently you prepare, you can never guarantee success.

And, as you’ll see below, even the most successful businesses suffer the occasional flop. But how do you know when a product is a flop?

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Friday Forecast: Marketers — Hug It Out with Consumers Using Social Media

by Rick Petry on Apr 6, 2018 5:37:46 PM Consumer Behavior, Social Media, Direct Response, Marketing

This week’s Friday Forecast comes by way of DirectAvenue’s DirectConnect quarterly newsletter and examines the secret to why social media is so addictive and how marketers can leverage its power to foster community, and lasting brand loyalty and affinity.

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Brand Lift: Why TV Ads Are Key to Marketing Houseware and Hardware Products

by Jessica Hawthorne-Castro on Apr 5, 2018 3:00:00 AM DRTV, Brand Marketing, Retail, Direct Response, Marketing

Retail product marketers have straightforward goals: attract new customers, increase product sales and improve the brand’s awareness to drive recurring sales for their product or group of products. However, this is a challenging task in the current, tumultuous retail environment combined with a fragmented media environment. Many institutions that built and supported U.S. commerce for decades, like Sears, Macy’s and Toys “R” Us, have had to shut down a significant number of their locations or, in the case of Toys “R” Us, experienced full bankruptcy liquidation. As a result, new media options have pushed marketers to reinvent themselves to keep up with the demands and shopping considerations of today’s retail customer.

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Fair Trade: Do Your ‘Made in USA’ Claims Pass Muster?

by Lesley Fair on Apr 4, 2018 3:00:00 AM FTC, Direct Response, Marketing, Consumer

Features, price, service, selection? When competitors offer similar items, what’s the magic that turns a browser into a buyer? According to market research, many shoppers say that a selling point that can seal the deal is when one of the products is “Made in the USA.” If you state on your products or packaging, in ads, on your website or in social media that your merchandise is American-made, are you complying with the Federal Trade Commission’s established standards?

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Millennials Actually Value Direct Mail

by Jeremy Kraft on Apr 2, 2018 3:00:00 AM Consumer Behavior, Trends, Direct Response, Marketing, Consumer

Checking my mail one day, I received an oversized postcard from a restaurant, called Lena’s Italian Kitchen, offering 20% off my first order. As a New York City resident, I can say that this was the first (and only) solo direct-mail piece I ever received from a restaurant. As a direct marketer, I applauded its strategy … what a great way to stand out in a very crowded landscape. Just how crowded? According to a recent report from Crain’s New York, crowded to the tune of more than 26,000 restaurants across the five boroughs!

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Friday Forecast: Allstar Products’ Scott Boilen Reveals What It Takes to Make a Product Rock & Roll

by Rick Petry on Mar 30, 2018 8:22:34 PM DRTV, Consumer Behavior, Direct Response, Marketing

It isn’t every day that a leader in the direct marketing industry receives recognition from a Rock & Roll Hall of Fame inductee. But in a recent interview with CNBC’s Make It, musician, actor and entrepreneur Jon Bon Jovi cited the story of Allstar Products Group Founder Scott Boilen as an example of why success in business isn’t about chasing “fads or fashions.” Bon Jovi remarked, "The guy that created the Snuggie showed that that was his creation. Don’t try to create the Snuggie 2 because you saw someone be successful at it." As Boilen recounts, “Blankets with sleeves had been around, but nobody knew about them — they were buried in the back of catalogs or the bottom rung of store shelves.” It took a clever name, the right problem/solution positioning, and a whimsical commercial that went viral organically to launch a new category of household item that has, ahem, blanketed pop culture, selling well over 30 million units.

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The Top 5 Visa Claims Resolution Questions — Answered!

by Monica Eaton-Cardone on Mar 29, 2018 3:00:00 AM e-Commerce, Support Services, Customer Service, Consumer, Payment Processing

Chargebacks really haven’t changed all that much over the years. The dispute process at the beginning of 2018 was largely the same as when chargebacks were first introduced more than four decades ago. However, that’s all about to change.

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The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.