Protecting one’s brand today requires more foresight and vigilance than ever. The Internet and cutting-edge technologies enable individual infringers to attain wide distribution of counterfeits with decreased chances of detection. Whether creating multiple accounts to sell counterfeit goods on popular e-commerce platforms or dealing in trade secrets and stolen intellectual property through the anonymity of the “dark web,” infringers have multiple ways to maximize profits while minimizing manufacturing costs and the risk of getting caught. Here are some trends worth noting in intellectual property and brand protection for 2016.
With the presidential election competing for television airtime, the environment has so far created several unusual challenges for marketers and media buyers. At the same time, companies disenchanted with the results of their digital campaigns and brand awareness continued a migration back to TV.
E-commerce activity in the United States reached a tipping point last year, according to the Commerce Department and Internet Retailer, with online sales taking a double-digit share (10.6 percent) of 2015’s more than $3 trillion in total retail sales for the first time, up from 9.8 percent in 2014. Total North American e-commerce sales reached $341.7 billion in 2015, and one company—Amazon—claimed a whopping 28 percent of that figure.
At the tender age of 16 I took my first job: pumping gas at a service station. While the adjoining carwash was already automated, the idea that I might no longer be needed came as a surprise. My initial response was, “No way are people going to pump their own gas and stick a credit card in a machine.”
Fast-forward to today, and it’s a shock there isn’t a sketch of my adolescent self in the dictionary next to the word naïve.
The Think Tank hosted five Masters Series sessions, with the first one focusing on Game of Fives: How to Win on TV and Digital in 5 Minutes.
ERA presented six 60-minute sessions covering such topics as direct response marketing basics, mobile, affiliate marketing, cross-channel attribution, omnichannel marketing.
To mark the beginning of the 2016 D2C Convention, ERA hosted an inaugural Golf Tournament at Painted Desert Golf Club on Monday. Players had a chance to enjoy the picturesque views, while testing their endurance on the greens. Congratulations to tournament winners Joel Crannell and Loren Crannell (Moulton Logistics Management), Greg Kent (Medallion Enterprises), and Doug Kline (Alorica). Kudos to Matt Cass (World Pack USA, LLC) who won longest drive and closest to the pin.
With marketing changing at breakneck speed, the industry faces a new challenge: how do you keep up with the latest trends, separate what is meaningful, and plan for today and for the future?
On Thursday, September 15, Koeppel Direct’s Peter Koeppel will present this special 45-minute Masters Series session, culling insights from over 100 of the latest studies and articles to identify the key trends that are helping innovative marketers leverage success.
On Thursday, September 15, ERA will honor Marketing Maven CEO and President Lindsey Carnett with its ERA Volunteer of the Year Award. Carnett will receive the recognition as part of the 2016 ERA D2C Convention’s Moxie Awards Gala at the Wynn Hotel, Las Vegas.
The ERA Volunteer of the Year Award recognizes members for their extraordinary contributions to the association.
“At STiKi, we offer DRTV marketers a mobile engagement tool that’s boosting their return on investment. Because ERA’s D2C Convention is THE meeting place for DRTV pros, it’s exactly where we want to be to spread the word about our new offerings” said Shapiro.
Collecting and remitting sales tax is just one of the many responsibilities online merchants must deal with. Here is a basic outline of what merchants need to know and tips on abiding by local laws.
U.S. Sales Tax Laws
Determining which sales are subject to U.S. sales tax laws is pretty straightforward, thanks to a concept referred to as ‘nexus.’
In March, a new federal law took effect that places additional pressure on importers to develop compliance systems for their supply chains, including identification of items potentially made with forced labor. The Trade Facilitation and Trade Enforcement Act of 2015 (Trade Act) prohibits the import into the United States of goods, wares, articles, and merchandise mined, produced, or manufactured in a foreign country by convict, forced, or indentured labor. The new law comes at a time when federal and state regulators are turning their focus to supply chain management as a way to combat forced labor overseas.
ERA announced that Amir Tukulj, CEO of Thane Direct, as recipient of the 2016 Marketer of the Year award. This award recognizes an executive or company that has clearly shown outstanding success over the past year. Thane and Tukulj will be honored during the 2016 ERA Moxie Awards Gala to be held Thursday, September 15 in conjunction with the 2016 ERA D2C Convention at the Wynn Hotel in Las Vegas.
As CEO of global direct response leader Thane Direct, Tukulj presides over the company’s worldwide operations.
Contrary to popular belief, millennials, a demographic that spends an estimated $600 billion each year, are willing to be loyal to brands and in fact, even more interested in loyalty programs than previous generations.
Finally...the moment we have all been waiting for is here! We are thrilled to announce the nominees for the 2016 ERA Moxie Awards. Winners will be revealed and celebrated at the annual Moxie Awards Gala on September 15th during the ERA D2C Convention at the Wynn Hotel Las Vegas.We want to congratulate all of this year's Moxie Award Nominees! Join us in celebrating these outstanding accomplishments at the Moxie Awards Gala!
The idea of telling a complete, comprehensive brand story across multiple advertising mediums and mechanisms isn’t new, but it is an area that more marketers are examining in their attempts to engage today’s distracted consumers. Equipped with myriad tools for researching, finding, and buying goods online and offline, today’s consumers demand an omnichannel experience that’s as seamless as it is effective.
Do you want to know how you can use online video to boost traffic to your brand’s website? Do you ever wonder what type of content will not only attract viewers to your site, but also keep their attention? Renowned direct response expert Collette Liantonio, President and founder of Concepts TV Productions, and Social Media expert Stephanie Siewert of Marketing Maven, will answer these questions during the 2016 ERA D2C Convention, September 13-15 at the Wynn Hotel in Las Vegas.
On September 14, Liantonio and Siewert will present the Masters Series session, “How to Use Online Video to Master User Engagement.” Their presentation will provide expert insight on how to use the power of online video to create engaging content.
IdeaVillage’s recent launch of the MicroTouch Tough Blade shows that consistent messaging—and a well-placed celebrity endorsement—can build brands fast. Made in Germany of Teflon-coated steel, MicroTouch razors rinse cleaner than most multiple-blade razors, allowing them to last longer. IdeaVillage promises that each cartridge will last a month and sells a 12-pack for the low MSRP of $19.95.
If you’re in the direct response industry, September’s D2C conference is the one place the entire industry comes together, and it is likely your most important conference of the year. People come to Las Vegas to meet and do business. Whether you’ve attended D2C for years or this is your first time at the show, it is critical to make the most of those days in Las Vegas. These quick tips will help you get the most bang for your buck:
The ERA Lifetime Achievement Award is awarded to a deserving member whose career achievements have had a profound impact on the industry.