Rick Petry

Rick Petry is a freelance writer who specializes in direct marketing and is a past chairman of ERA. He can be reached at (503) 740-9065 or online at rickpetry.com and @thepetrydish on Twitter.
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Recent Posts

Friday Forecast: Which is More Effective at Pumping Up Marketplace Sales: Amazon Advertising or TV?

by Rick Petry on Nov 17, 2017 9:47:52 AM Advertisements, Marketing

The power and dominance of the Amazon marketplace continues to build unabated. According to a survey of 2,000 consumers by BloomReach conducted last year, 55 percent of users begin their product search on the e-commerce website, up 11 percent from the previous year. Meanwhile, the percentage of consumers that use a search engine such as Google to begin such a journey has dropped from 34 to 28 percent according to the same study. Furthermore, according to Business Insider, Morgan Stanley forecasts that Amazon single-handedly will account for over half of all U.S. retail growth between 2016 and 2018. With that many eyeballs hitting the e-tailing giant’s site then, it begs the question: would you be better off taking ad dollars from another medium such as television and spending heavily to advertise on Amazon if that is where the audience is? I recently sat down with Andy Latimer, CEO of Bluewater Media, a converged marketing agency focused on selling, who shared a case study examining this very question. The results may surprise you.

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Friday Forecast: Newman's Own: 5 Fast Takeaways from NEWTHYNK's Geraldine Newman

by Rick Petry on Nov 10, 2017 10:39:12 AM Advertisements, Marketing

This is one of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

This week your Friday Forecaster spoke with Geraldine Newman, CEO & Creative Director of NEWTHYNK/Geraldine Newman Communications, a New York based creative agency that blends branding and selling for Fortune 1000 companies as well as entrepreneurs and start-ups.

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Friday Forecast: Principles of Influence Part 6: Social Proof is Positive Proof

by Rick Petry on Nov 3, 2017 1:28:30 PM Consumer Behavior

Note: This is the sixth and final in a series of blog posts devoted to principles of influence found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

For our last principle of influence, we have left perhaps the most important and potent one: social proof.

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Friday Forecast: Media Matters: 5 Key Takeaways From Bluewater Media's Gina Pomponi

by Rick Petry on Oct 27, 2017 10:19:26 AM Digital Marketing, Direct Response

This is one of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

This week your Friday Forecaster visited Gina Pomponi, President of Bluewater Media’s Media Division. Bluewater Media is a fully integrated results-oriented marketing agency that manages Omni-Channel campaigns for a wide variety of product categories and brands. Gina, who started her career in 1990 at Direct Response Media under the tutelage of Maria Eden, created her media department at Bluewater from the ground up, allowing the agency to round out its full suite of services.

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Friday Forecast: Principles of Influence Part 5: Consistency: Our Tendency to Double Down on Decisions

by Rick Petry on Oct 20, 2017 10:14:10 AM Consumer Behavior

Note: This is the fifth in a series of six blog posts being featured based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer. Previous blog posts in this series can be located by clicking on the author’s name.

The principle of consistency suggests that once someone makes a decision, they will tend to make similar, complimentary choices that reinforce their original decision. To prove the point, Dr. Cialdini sites a study where homeowners were asked if they would be willing to put a sign in their front lawn asking drivers passing by to “Drive Safely.”

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Friday Forecast: But Wait...There Really is More...5 Fast Takeaways From Lipstick's Francine Bergman

by Rick Petry on Oct 13, 2017 10:14:22 AM Digital Marketing, Advertisements

This is the third in an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

Recently your Friday Forecaster sat down with Francine Bergman, the president and producer extraordinaire behind Lipstick, Inc., a premier Los Angeles-based production and marketing company that specializes in direct response television (DRTV).

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Friday Forecast: Principles of Influence Part 4: Authority As a Trust Builder

by Rick Petry on Oct 6, 2017 5:53:44 PM Consumer Behavior

Note: This is the fourth in a series of six blog posts being featured in the coming weeks and months based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

According to Dr. Cialdini, the principle of authority reveals that “people will follow the lead of credible, knowledgeable experts.” In direct marketing this authority can take the form of a professional endorser, a celebrity spokesperson, or even a credible testimonial.

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Friday Forecast: Manhattan Media's CEO Marianna Morello Shares 5 Fast Takeaways from Three Decades in Marketing

by Rick Petry on Sep 29, 2017 10:32:18 AM Marketing

This is one of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

Recently your Friday Forecaster chatted with Marianna Morello, the trailblazing entrepreneur who founded Manhattan Media Services some 22 years ago. Here are five key insights she shared with us that have helped provide the foundation of her success.

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Friday Forecast: Principles of Influence Part 3: Scarcity as a Motivator

by Rick Petry on Sep 22, 2017 10:58:26 AM Consumer Behavior

Note: This is the third in a series of six blog posts being featured in the coming weeks and months based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

The scarcity principle recognizes two powerful impulses that drive the human condition: 1) that people want what they can’t have; and 2) that as soon as someone is told something is unavailable, they tend to want it even more.

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Friday Forecast: VisionWorx CEO Nancy Duitch Reveals 5 Fast Takeaways From a Lifetime of Learning

by Rick Petry on Sep 15, 2017 11:19:21 AM Digital Marketing, Brand Marketing

This is the first of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

Recently your Friday Forecaster sat down with Visionworx CEO and ERA member Nancy Duitch, a 30 veteran of direct marketing who has worked on both the client and agency side, generating over $3 billion in Omni-Channel sales. We asked her to consider five key insights she could share with our audience based upon a lifetime of learning.

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Friday Forecast: Push and Pull Marketing in the Omni-Channel Age

by Rick Petry on Sep 8, 2017 3:25:01 PM Brand Marketing, Consumer Behavior, Advertisements

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Friday Forecast: Principles of Influence Part 2: The Law of Reciprocity

by Rick Petry on Sep 1, 2017 1:37:40 PM Consumer Behavior

Note: This is the second in a series of six blog posts in the coming weeks and months based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

The law of reciprocity says that if you do something for someone, they feel indebted to you. It is a human impulse that is universal and exists in every culture across the globe. Allow me to illustrate the point: If you shop at Costco, see if this sounds familiar.

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Roadkill on the Path to the Future

by Rick Petry on Aug 28, 2017 1:41:21 PM Consumer Behavior

“Please don’t hire anyone else.” This was the plea of a colleague many years ago when I traveled north from California to Oregon to a production company known as Tyee. Tasked with building a media planning and buying arm, my job was to transform the business into a full-fledged advertising agency. As someone whose ambition was intent on growth, I was, needless to say, taken aback by this comment. The person making the appeal wanted things to be the way they used to be, when the organization, led by a handful of partners, was small and family-like. This individual was opposed to the one thing that we all know is constant: change.

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Friday Forecast: Principles of Influence Part 1: The Power of Liking

by Rick Petry on Aug 18, 2017 3:08:26 PM Consumer Behavior

Note: This will be the first in a series of six blog posts in the coming weeks and months based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer.

“Liking” is a powerful motivator when it comes to transacting business – and life. In the simplest terms, people do business with people they like.

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Friday Forecast: 'TV Everywhere': The Third Era of TV Has Arrived

by Rick Petry on Aug 11, 2017 10:39:05 AM Consumer Behavior

An article in Barron’s published this last weekend entitled “TV’s Sports Problem” contained this startling forecast: that by 2020, Google and YouTube parent Alphabet, Facebook, and Amazon could have $100 billion in free cash flow in their coffers on a combined basis, compared to $30 billion for broadcasters ABC, CBS, NBC, and Fox. That means the online marketers will have more than three times the amount of money to bid for sports rights, and to create original programming to compete with conventional television channels.

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Pillow Pets: Staying Ahead of the Curve

by Rick Petry on Apr 14, 2017 8:54:00 AM Dish, Product Development

En lieu of this week's Friday Forecast, we offer readers Rick Petry's latest DISH column, entitled "Pillow Pets: Staying Ahead of the Curve." 

Every marketer knows that products have a natural lifespan, perhaps best exemplified by the classic product adoption life cycle that resembles a bell curve (Figure 1). In the simplest terms, this curve breaks consumers into groups within the overall pool of buyers for a given product.

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"The Influencers:" A 60 Minutes’ Segment All Marketers Must See

by Rick Petry on Nov 9, 2016 3:00:00 PM Digital Marketing

 

CBS news magazine 60 Minutes ran a segment entitled “The Influencers”. This must see segment is about 20-somethings who are currently making hundreds of thousands of dollars by leveraging the power of their social media presence to endorse products for some of the world’s largest brands. It is an eye-opening segment that every marketer needs to see. 

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ERA is a Participatory Sport

by Rick Petry on Sep 30, 2016 12:00:00 AM ERA News

Whether you’re new to the Electronic Retailing Association (ERA) or a veteran, the question of how to make the most of one’s membership is always pertinent. And as the association enters its second quarter-century, the industry faces a paradoxical conundrum: On the one hand, direct response television (DRTV), the advertising strategy that has long defined the group, has reached such a level of maturity that it is now embraced well beyond the confines of the association and the practitioners within it. Meanwhile, the digital age that dominates most of today’s marketing conversations remains in a constant state of change.

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One Thing Leads to Another

by Rick Petry on Sep 19, 2016 12:00:00 AM Digital Marketing, DRTV, Consumer Behavior

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.

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Trigger Happy

by Rick Petry on Jun 15, 2016 12:00:00 AM DRTV

Good advertising engages its audience on both a rational and emotional level, using a series of levers—or triggers—in an attempt to persuade prospects to buy a product or service. Tactics run the gamut, from the formulaic approach of many “As Seen On TV” pitches to Super Bowl commercials that rely on creative ploys that are often completely tangential to what’s being sold in an effort to arrest attention by any means necessary.

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Strike a Chord

by Rick Petry on Feb 16, 2016 1:09:11 PM DRTV

You’ve dialed in your commercial script and honed your message. You’ve crafted the ideal positioning to support product differentiation, harnessed the perfect talent, and created graphics to support your brand’s unique look and feel. What’s left? Music.

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DRTV: Made to Measure

by Rick Petry on Nov 18, 2015 2:13:46 PM DRTV

Prior to the arrival of the Internet, direct response television (DRTV) marketers and their agencies could measure response and sales with reasonable certainty. With dedicated toll-free numbers, advertisers could accurately gauge the number of calls and revenue resulting from individual airings. DRTV was accountable advertising with measurable ROI, as opposed to impression-based advertising, where the metrics were much more squishy.

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[OPINION] That Damned ERA

by Rick Petry on Nov 2, 2015 8:30:00 PM ERA 25th Anniversary

Editorial Disclaimer: 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.

At the recent D2C convention, I was humbled and grateful to receive the ERA Volunteer of the Year award at the Moxie Awards Gala on the conference’s final night. Amid the various congratulations and well wishes, I heard another kind of rumble: that ERA was not doing its job, as if the organizational part of ERA somehow defined the association in its totality.

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Labor of Love: A Look at DRTV Families

by Rick Petry on Oct 27, 2015 5:30:00 PM DRTV

There’s an expression that says, “Do what you love, and the money will follow.” And while the business leaders you’re about to meet have built substantive enterprises that are a testament to economic success, this article is about a different kind of love—the kind that combines a passion for work and a foundation of trust and tenderness unique to families.

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[Session Spotlight] Scale Your Digital Business Without Blowing Your Budget

by Rick Petry on Sep 27, 2015 3:00:00 PM D2C Convention, Digital Marketing, Masters Series

Would you like to discover how leading brands such as Dollar Shave Club, eHarmony, Nutrisystem, and TemperPedic have used a combination of digital marketing and DRTV to scale their business? Attend the Masters Series session, Scale Your Digital Business Without Blowing Your Budget, at this year’s D2C Convention, and you will gain real insights from marketers who are in the trenches helping to build category leaders.

You won’t just get war stories, but real, actionable information about what it takes to succeed in a hyper-competitive omnichannel world.

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Editorial Disclaimer

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.