On Monday, October 5, ERA’s inaugural Pre-Conference Workshop welcomed DR marketing professionals of all levels—from industry newbies to direct response veterans. DR marketing expert Jordan Pine of SciMark Corp. led this engaging four-hour workshop entitled, What Every DRTV Professional Should Know: A Pre-Conference Workshop, which provided attendees with a detailed DRTV roadmap.
Topics included Eight Qualities of a Great Product, Good Categories, Bad Categories, and Fixing a Flop. What’s more, Pine shared valuable Do’s and Don’ts such as the importance of have a clear marketing message. “Confusion is a sales killer,” he said.
Audience members were especially interested in the TV by the Numbers section, in which Pine discussed the seven key numbers: CPC, CPO, Conversion Rate, RPO, MER, Break-even, and allowable.
One of the highlights of the workshop was the Fixing a Flop segment, where Pine provided some compelling case studies that showed how making simple tweaks to a failing campaign could make a huge difference to a marketer’s bottom line.
The day ended on a high note with plenty of takeaways along with greater insight into the world of DRTV.