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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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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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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Friday Forecast: The Bees in Her Bonnet — 5 Fast Takeaways from Avalanche Creative’s Queen Bee Ava Seavey

by Rick Petry on Mar 23, 2018 3:00:00 AM DRTV, Social Media, Direct Response, 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 met up with Ava Seavey, Queen Bee of Avalanche Creative Services, Inc., a cost-effective alternative to traditional Madison Avenue agencies that she founded in 2001.

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[OPINION] Why Google Owes TV a Big Thank You

by Bill McCabe on Mar 22, 2018 3:00:00 AM Digital Marketing, DRTV, e-Commerce, Direct Response, Marketing

 

Every day, Google processes 3.5 billion search queries. That’s an average of 40,000 per second. And while Google deserves a ton of credit for its success and dominance, it may want to send out a few “Thank You” notes. A most worthy recipient, in my opinion, would be the television industry and its advertisers.

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Cryptocurrency, Your Business and Your Customers

by Michael Alden on Mar 19, 2018 3:00:00 AM DRTV, e-Commerce, Support Services, Customer Service, Direct Response, Marketing, Consumer

We have all heard it, “Bitcoin,” the first cryptocurrency created in late 2008, early 2009 by Satoshi Nakamoto. Many of us are still on the periphery and don’t understand Bitcoin or cryptocurrency. As marketers and direct response professionals, we try to stay on top of the latest trends and disruptive technology. Cryptocurrency is one of those disruptive technologies that cannot be ignored in any industry. For many, the term, “cryptocurrency,” itself is scary and somewhat esoteric.

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Friday Forecast: Mitt Happens – How a Disposable Wipe Went Viral and Cleaned Up

by Rick Petry on Mar 16, 2018 4:22:39 PM Digital Marketing, DRTV, Social Media, Direct Response, Marketing, Consumer, As Seen on TV

Just about everyone in advertising or marketing who isn’t already a marketer has dreamed of having that winning product that will allow them to reap the fruit of their expertise from the client side of the desk, as opposed to that of a vendor. Such was the case back in 2013 when Michael Weinstein was driving across New York’s Westchester County, listening to shock jock Howard Stern on the radio. Weinstein, who today is Chief Marketing Officer for Allstar Products Group, was running a digital agency at the time. Stern had billionaire Mark Cuban as his guest and had thrown down a challenge to his staff: each of them took a turn pitching a product idea to Cuban to see if they could pique the businessman and investor’s interest. When it came time for producer Richie Wilson to pitch, he was flush with an idea: a disposal wet wipe in the shape of a mitten called, Shittens. The entire studio, not to mention the listening audience, was in stitches. Cuban’s response: “Shittens! Everyone needs one!”

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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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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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Have a Complicated Relationship With Your Direct Response Advertising Campaign?

by Bill McClellan on Jul 6, 2017 2:00:54 PM Consumer Behavior, Direct Response

Are you worried that your products aren’t effectively reaching your target audience? Frustrated that you need to continue to find creative ways to market products to consumers? It’s complicated.

At the 2017 Government Affairs Fly-In, we were joined by speakers Bala Iyer, executive VP & chief operating officer, Telebrands, Marc Roth, partner, Davis Wright Tremaine LLP, and Jennifer DeMarco, general counsel, All-Star Marketing for a panel entitled, “We’re All in this Together: The Complicated Relationship that Makes up your Direct Response Advertising Campaign.” And the panel was moderated by Ellen T. Burge, partner, Venable LLP.

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Smart Buy

by Eddie Wilders on May 22, 2017 9:20:52 AM Brand Marketing, Direct Response

Familiar Turf

Growing up, my family didn’t do much traveling. We visited Walt Disney World as often as we could, but were mostly content to take family vacations by car. The trips weren’t always glamorous (Amish Country stands out for me as a can-miss), but they were filled with laughs and family bonding. 

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Friday Forecast: Manhattan Media's Marianna Morello: The Evolution of a Direct Marketing Trailblazer

by Colleen Ferrier and Rick Petry on May 19, 2017 10:16:13 AM DRTV, Direct Response

It was in the early 1990s when the first National Infomercial Marketing Association (NIMA) annual convention descended on the Mirage Hotel in Las Vegas. Like the manmade volcano that erupted in front of the resort drawing awestruck tourists, Marianna Morello, having recently launched her agency Manhattan Media, was white hot. Word had circulated that she was behind the success of the first print campaign for product marketer A.J. Khubani and Telebrands. Because of this huge success, the direct response television (DRTV) industry was eager to hear more.

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The FTC Isn't the Only One Watching Direct Response Marketers

by Bill McClellan on May 17, 2017 9:36:05 AM FTC, Digital Marketing, Direct Response

Recently, I told you "A Story about “Big Luther” Strange III" to encourage you to come to this year’s GA Fly-In & ERSP Summit. Later, I reported on the "Top 5 Reasons" you should make the trip. 

While re-reading these top five reasons, I realized I left out one of the most important reasons you should attend this year.

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Friday Forecast: Six Essential Tips for Direct Marketing Success

by Colleen Ferrier and Rick Petry on May 12, 2017 9:55:00 AM Trends, Direct Response

Entrepreneurs, inventors, and mainline brands may all consider direct marketing at some point as a means of introducing their product or service to the marketplace. Amid a world of dominant online and offline retailers, it makes perfect sense: why not sell directly to the consumer, enjoy better margins, and keep more profits for yourself?

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Friday Forecast: Are 'Alternative Facts' an Extreme Form of Sales Puffery?

by Colleen Ferrier and Rick Petry on Jan 27, 2017 9:00:00 AM Direct Response

Welcome to the First - Friday Forecast

Direct marketing veterans Colleen Ferrier and Rick Petry have teamed up and will be providing a weekly insight each Friday here on the ERA blog. Together, we’ll examine a current trend and discuss its potential implications for society and the marketing community. We know you are busy, so we will offer succinct, topical insights that can be read in four minutes or less.

First up: ARE ‘ALTERNATIVE FACTS’ AN EXTREME FORM OF SALES PUFFERY?

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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.