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.
One of the original home shopping giants, QVC, turns 30 this month. Marked by innovative products, casual elegance, and a soft sell, the retailer has gone from being an insomniac’s cable companion to the No. 15 e-commerce player in the world. Selling nearly $10 billion worth of clothing, jewelry, cosmetics, electronics, housewares, and other goods every year throughout the world, it isn’t about to slow down.
“D2C is the premier annual event for the direct response industry. Attendees of D2C consist of the biggest and brightest professionals in the world of DRTV. Like many companies that attend the show, D2C provides GoConvergence with the opportunity to network with potential new clients, as well as catch-up with existing customers. D2C also facilitates the development of new, long-lasting partnerships that span multiple disciplines,” said Harris.
Friendly fraud has caused chargeback rates to soar, making acquirers more cautious about accepting risk liability. As a result, offshore payment processing is an enticing option for high-risk merchants who seem to be running out of domestic options.
While securing an offshore account might temporarily solve some of the merchant’s short-term problems, working with an international bank will likely introduce more complex issues down the road.
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.
Once upon a time, direct response marketers could take a specific, innovative item—a pair of polarizing sunglasses, an extra-thirsty shop towel, or what have you—and sell it on its merits. It was one product, one medium, one story—and with all eyes focused on television, one hell of a way to make money.
When it comes to marketing any products on TV, it is hard to beat direct response television advertising (DRTV). This can be especially true depending upon on your budget. Traditional brand advertising consists of building up a specific brand identity over a long period of time by continually exposing key target audiences to an advertised brand. Of course this is a tried-and-true practice in advertising, but its methods usually require deeper pockets, as the advertising business has to seek out larger audiences and longer timeframes, which comes at a premium.
DRTV, on the other hand, utilizes reporting and analytics to determine whether an advertisement is performing well.
“Omnichannel” may be the term du jour, but it’s business as usual for electronic retailers. For more than 30 years, they have introduced innovative ways of communicating with prospective buyers—and have wrestled with the legal challenges that creative formats can present.
Nowhere is the advantage of experience more apparent than in native advertising—content that bears a similarity to the news, feature articles, product reviews, and other material that surrounds it.
“Leads have four critical factors. What they cost is only one...Until you know all four of those factors, you don’t know anything.”
That’s Jay Abraham talking to Tony Robbins in a vintage “Powertalk” interview I just re-listened to courtesy of the Tony Robbins Podcast (TonyRobbins.com/podcast). Abraham is a famous executive coach, author, and consultant “known for his work in developing strategies for direct response marketing in the 1970s,” according to Wikipedia. Listening to his interview, I was reminded that we DR professionals possess unique and powerful knowledge. The “four factors” are a great case in point. According to Abraham, they are:
- Cost per lead
- Conversion rate
- Unit of sale
- Residual value
“The truth is rarely pure and never simple.”―Oscar Wilde
The date was Feb. 11, 2003. It was colder than usual in New York City that winter morning when FTC Chairman Tim Muris stepped to the podium to address the Cable Television Advertising Bureau. Unbeknownst to those in the audience, things were about to get much chillier. Chairman Muris called everyone’s attention to the screen over his right-hand shoulder and proceeded to show an excerpt from an infomercial for “The Enforma System.” The segment featured a succession of delicious, mouth-watering foods like eggs, bacon, sausage, French-fried potatoes, fried onion rings, hamburgers, and lasagna; thin models in bathing suits and claims like, “You can eat anything you want and never, ever, ever have to diet again.”
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.
The mission of ERA has and continues to be helping our members and the direct-to-consumer marketing community to bridge the gap between traditional DR and digital marketing. We want to aid the industry in adapting to the omnichannel world and in becoming titans of digital marketing—just like we have done with video.
June 26, 2016 marked a milestone date for global transportation with the delayed opening of the $5.25 billion Panama Canal expansion. This expansion is expected to result in significant changes for the future of global shipping; however, it is unclear at what speed we will see these changes as significant upgrades to transportation infrastructure are required. The project was originally scheduled for completion in 2014, to coincide with the canal’s 100th anniversary.
There is always a lot going on in the DRTV world. You know as well as I that it’s hard to keep up. That’s why we recently asked our friends at Manatt, Phelps & Phillips, LLP, to brief ERA’s Government Affairs Committee about what has been happening the last couple of months.
The Manatt team of Marc Roth, La Toya Sutton, Lauren Aronson, and Holly Melton covered a ton of ground.
They Updated On The:
- Federal Trade Commission
- Food and Drug Administration
- Consumer Financial Protection Bureau
- State Attorneys General
- ERSP Self-Regulation
- Class Actions
What makes this particular exhibit so special?
Join the TV Council this Thursday for our monthly call as we tackle the topic, Online vs. TV. We’ll take a deep dive into questions such as, “What level of online activity are agencies and marketers utilizing to reach the consumer in a television environment that is becoming even more fragmented?” and “What does that offline/online relationship look like, and how does that affect the overall campaign ROI?”
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.