Vi Paynich

Recent Posts

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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ERA Honors Marketers and Suppliers During Network Chicago 2018

by Vi Paynich on Mar 15, 2018 3:00:00 AM ERA News, DRTV, Retail, Member News, Direct Response, Marketing, As Seen on TV

On March 11, the direct response marketing industry came out in droves to attend the Electronic Retailing Association’s annual Network Chicago on the ROOF of theWit Hotel. Guests had a bird’s eye view of the Windy City’s picturesque skyline, as they mingled over cocktails and hors d'oeuvres. The highlight of the evening, of course, was the presentation of the 2018 ERA Achievers Awards, which recognized member companies for providing outstanding levels of leadership and financial support to ERA throughout 2017. The awards include two categories: marketer and supplier.

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Three Dynamic Sessions at GIS 2018 You Won’t Want to Miss!

by Vi Paynich on Feb 21, 2018 11:18:32 AM Great Ideas Summit, DRTV, Retail

If you’re attending the Great Ideas Summit 2018, be sure to set aside room in your schedule for education. This year, the Electronic Retailing Association will present three Dynamic Knowledge Sessions on Tuesday, February 27, in the Mona Lisa room of the Eden Roc Miami Beach Resort. 

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[Session Video] Game of Fives: How to Win on TV and Digital in 5 Minutes

by Vi Paynich on Oct 14, 2016 12:00:00 AM D2C Convention, Digital Marketing, DRTV, Masters Series

On Wednesday, September 14, at the D2C Convention, marketing professionals attended the Masters Series session, Game of Fives: How to Win on TV and Digital in 5 Minutes led by moderator Ava Seavey, Avalanche Creative Services. During this very informative hour, Seavey and panelists Maria Kennedy (Discovery Communications), Kate Malevich (Mercury Media), and Susan McKenna (Hairclub and Bosley) discussed a little-known alternate-length spot in DRTV and Digital: the five-minute format.

Want to learn how these leading industry experts have been able to use this alternate-length format—or “mini-mercials”—to generate greater response?

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2016 D2C Convention: Thanks for the Memories!

by Vi Paynich on Sep 29, 2016 12:00:00 AM D2C Convention, ERA News

The 2016 ERA D2C Convention may be in our rearview mirrors, but the memories will live on in pictures! Visit the ERA Events Facebook page and our Youtube channel to check out some of the best moments from this year’s annual conference.

D2C Show Photos

D2C Golf Tournament Photos

Moxie Awards Gala Photos 

Education Session Recordings

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[VIDEO] Giant Spoon’s Mikael Greenlief Focuses on Connected Storytelling During D2C Keynote

by Vi Paynich on Sep 28, 2016 12:00:00 AM D2C Convention, Digital Marketing, Consumer Behavior

“Right now, we’re in a moment in the industry where we have more data on consumers than ever before,” said Mikael Greenlief, Director of Strategy at Giant Spoon, during the keynote luncheon at the 2016 ERA D2C Convention. “Ninety percent of all consumer data has been captured in the last two years.” Because marketers have access to this data, he also noted that they are now able to connect with consumers on different levels more so than what they had traditionally been able to do in the past.

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ERA Reveals 2016 Moxie Award Winners

by Vi Paynich on Sep 16, 2016 4:03:01 AM D2C Convention, Moxie Awards, Digital Marketing, DRTV, Radio

ERA has announced the winners for the 2016 ERA Moxie Awards, honoring the best in marketing excellence. The winners were unveiled during the 2016 ERA Moxie Awards Gala held on Thursday, September 15, at the Wynn Hotel in Las Vegas, which closed out the ERA D2C Convention.
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[D2C Recap] Wednesday Marked the Opening of the Show Floor, Giant Spoon Keynote

by Vi Paynich on Sep 15, 2016 1:55:25 AM D2C Convention, Digital Marketing, DRTV, Masters Series

On Wednesday, ERA opened the show floor featuring exhibits, expanded education, a special keynote presentation, as well as the return of the InventHelp-INPEX New Product Showcase.

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.
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[D2C Recap] Masters Series Sessions and Industry Women’s Council Highlight Day 1

by Vi Paynich on Sep 14, 2016 3:00:00 AM D2C Convention, Digital Marketing, DRTV, Masters Series

Day 1 of the 2016 ERA D2C Convention began with power meetings and Masters Series sessions. The Meet and Greet Lounge was the hot spot for closing lucrative business deals, while Petrus 2 was the place for expanding one’s marketing acumen.

ERA presented six 60-minute sessions covering such topics as direct response marketing basics, mobile, affiliate marketing, cross-channel attribution, omnichannel marketing.
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D2C Attendees Tee Off in the Desert

by Vi Paynich on Sep 13, 2016 12:00:00 AM D2C Convention, ERA News


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.

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[Session Spotlight] Trend Spotting: Benchmarking the Present and Predicting the Future of Marketing

by Vi Paynich on Sep 12, 2016 12:00:00 AM D2C Convention, Digital Marketing, DRTV, Masters Series

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.

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3 Reasons Why You Should Visit the Learning Lounge at the D2C Convention

by Vi Paynich on Sep 2, 2016 12:00:00 AM D2C Convention, Digital Marketing, DRTV, e-Commerce

If you’re still finalizing your schedule for the D2C Convention, be sure to reserve some time for education. This year, the Learning Lounge will feature three one-hour sessions, highlighting such topics as payment processing, the LIVE marketing channel, and counterfeiting. These sessions will take place on Wednesday and Thursday in the D2C Learning Lounge located in the Latour Ballroom.
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TV Council Sheds Light on Consumer Response Trends on Aug. 30 Call

by Vi Paynich on Aug 29, 2016 12:00:00 AM Committees & Councils, DRTV

How has 2016 compared to 2015 and previous years? What does the latest media data reveal about inventory and avail/spot counts? This month’s TV Council call will address these questions and more. Join us for this important discussion, as guest speaker Jeff White, Media Analytics, presents consumer response trends for the first part of 2016.
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[SESSION SPOTLIGHT] Cross-Channel Attribution: Avoiding the Risks to Reap the Rewards

by Vi Paynich on Aug 4, 2016 12:00:00 AM D2C Convention, Digital Marketing, DRTV, Masters Series

In today's complex omnichannel and multi-device world, evolving the attribution of your digital media has never been more important. To accurately measure the impact of online advertising and the effectiveness of your campaigns, it is crucial to have a holistic approach. One of the best ways to do that is to use a blended attribution model, which measures the impact of your digital marketing by examining both ad views and clicks.

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Let’s Get the Conversation Started!

by Vi Paynich on Aug 3, 2016 12:00:00 AM ERA News, Digital Marketing

ERA wants the direct-to-consumer marketing community to get more social. Do you have a hot topic you want to share with your fellow ERA members? Would you like others to weigh in on your question? Would you like to post something about your latest DR campaign? Or, are you looking for information about our events?

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New Product Showcase: Celebrating Inventors, Innovation, and the Entrepreneurial Spirit

by Vi Paynich on Jul 14, 2016 12:00:00 AM D2C Convention, DRTV

Once again, ERA has partnered with InventHelp-INPEX to offer budding inventors and entrepreneurs an opportunity to get their product in front of key DRTV decision-makers. What’s more, the InventHelp-INPEX New Product Showcase is a high-energy event that takes place right on the show floor over a two-day period.

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Women in Business Pavilion Has Become a Staple at the D2C Convention

by Vi Paynich on Jun 30, 2016 12:00:00 AM D2C Convention, DRTV

The Women in Business Pavilion will once again take its place prominently on the show floor of the 2016 ERA D2C Convention, September 13-15 at the Wynn Las Vegas. For the past several years, the Pavilion has been a fixture—something attendees have become familiar with and even come to expect at D2C.

What makes this particular exhibit so special?
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D2C: Masters Series Education Takes Omnichannel to New Heights

by Vi Paynich on Jun 24, 2016 12:00:00 AM D2C Convention, Masters Series

ERA is gearing up for a great D2C conference featuring educational content presented by some of the best and brightest experts in the industry. Our Masters Series sessions will bring you up to speed on the latest strategies and best practices for navigating your business in today’s omnichannel world.

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Giant Spoon to Keynote 2016 ERA D2C Convention

by Vi Paynich on Jun 20, 2016 12:00:00 AM D2C Convention, ERA News

ERA is excited to announce that Mikael Greenlief, director of strategy at Giant Spoon, will present this year’s D2C keynote presentation entitled, Connected Storytelling - Leveraging Digital and Data to Move Beyond Powering Ads, on Wednesday, September 14, 2016 at the Wynn Las Vegas.

Regarded as an everything agency, Giant Spoon embraces the digital culture and believes in an idea-centric strategy, where the idea is the strategy amplified through content, technology, and media. MediaPost honored Giant Spoon as “Creative Agency of the Year” for 2014 and 2015.

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Government Affairs Fly-In 2016: Experts Talk Policy & Presidential Politics

by Vi Paynich on May 26, 2016 1:00:13 AM ERSP, Advocacy, Self Regulation

There was a definite buzz in the air at the ERA Government Affairs Fly-In 2016, which took place on May 25 in Washington, D.C. Not only were attendees ready to hear the latest on Operation Choke Point and FTC policy surrounding digital media, but they were also excited about discussing this year’s Presidential race and what the outcome might mean for our industry.

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ERSP Summit Looks at the Future of Self-Regulation

by Vi Paynich on May 25, 2016 1:42:46 AM ERSP, Advocacy

This year’s ERSP Summit cast a bright spotlight on self-regulation with the theme, “Self-Regulation in The Changing World of Direct Response Advertising.” On May 24, legal experts and direct response marketing professionals converged at SunTrust Headquarters in Washington, D.C., to discuss key trends and issues affecting the industry today, and take an honest look at where direct response advertising is heading. The half-day conference addressed such topics as: the regulatory focus on the lead generation and payment processing industries; recent developments at the FTC; and how emerging advertising platforms have created new challenges for the direct response industry.

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[Video] How to Monetize Facebook

by Vi Paynich on May 23, 2016 12:00:00 AM D2C Convention, Digital Marketing, Masters Series

For years, marketers have been told that they can’t afford not to promote their brand and products on Facebook. Why? Maybe it’s because Facebook boasts more than 1.65 billion monthly active users, according to Statista.

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JOYUS: Creating a Seamless Digital Experience

by Vi Paynich on May 19, 2016 12:00:00 AM ERA News, Digital Marketing, e-Commerce

When it comes to leveraging traditional and digital marketing channels, it’s all about determining what content works best in what channel. For example, JOYUS focuses its marketing efforts on products with a lower price point, where the time to tell a story and the ability to convert the audience are completely aligned. The digital format allows for more flexibility on the creative side. Thus, marketers can shorten or lengthen the amount of time relative to what’s required to talk about the product.

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[Video] 5 Things You Need to Know About Online Video

by Vi Paynich on May 10, 2016 12:00:00 AM D2C Convention, Masters Series

If content is king, then online video is royalty! If you’re not planning, creating, and integrating online video into your direct response ecosystem, then you’re falling behind. During this Masters Series Session from the 2014 D2C Convention, Robb Crocker, CEO and founder of Funnelbox Production Studios, and Charles Voloshin, digital marketing manager at Wacom America, reveal just how powerful online video can be.

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ERA TV Council Highlights Native Advertising on May 5 Call

by Vi Paynich on May 4, 2016 12:00:00 AM ERA News, Committees & Councils, Advocacy, DRTV

What makes an infomercial (long-form DRTV) a form of native advertising? Is there a fine line between entertainment/capturing viewers’ attention and an advertisement? And, does context matter when using advertising as programming? These are just some of the questions that will be addressed during this month’s ERA TV Council call.

TV Council co-chair Caitlin Haire and guest speaker Amy Ralph Mudge, partner at Venable LLP, will offer insight into DRTV’s history with the native advertising format, legal factors, along with the impact of regulation as a result of native advertising. What’s more, they will discuss the state of infomercials/DRTV native advertising today.

Join the TV Council call on Thursday, May 5th at 2:00 p.m. Eastern Time.

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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.