Field Report: The Commoditization of DRTV

by Jordan Pine on Aug 30, 2016 12:00:00 AM DRTV

Competition in the short-form business has reached unprecedented levels. We have reached the point where no major rollout will remain uncontested, and there will almost certainly be two versions of every hot product on store shelves. This is not exactly news, but I think few have paused to consider its implications.
Read More

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.
Read More

2016 Moxie Award Finalists Announced

by Bethany Adams on Aug 26, 2016 12:00:00 AM D2C Convention, Moxie Awards, DRTV

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!
Read More

Using Tech to Tell Stories

by Jessica Hawthorne-Castro on Aug 25, 2016 12:00:00 AM Digital Marketing, DRTV, e-Commerce

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.

Read More

[SESSION SPOTLIGHT] How to Use Online Video to Master User Engagement

by Jack Haanraadts on Aug 24, 2016 12:00:00 AM D2C Convention, Digital Marketing, DRTV, Masters Series

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.

Read More

Making the Cut

by Ian P. Murphy on Aug 23, 2016 12:00:00 AM ER Magazine, DRTV

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.

Read More

5 Ways to Get the Most out of D2C (or any other conference)

by Chuck Wilkins on Aug 22, 2016 12:00:00 AM D2C Convention, DRTV, e-Commerce

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:

Read More

Dan Danielson to Receive ERA Lifetime Achievement Award at 2016 D2C Convention

by Steve Syatt on Aug 19, 2016 12:00:00 AM D2C Convention, ERA News, Moxie Awards, DRTV

ERA has named Dan Danielson, Co-Chairman of Mercury Media, as the recipient of the 2016 ERA Lifetime Achievement Award. Danielson will be honored during a special presentation at the Moxie Awards Gala, which will take place on Thursday, September 15, in conjunction with the 2016 ERA D2C Convention.

The ERA Lifetime Achievement Award is awarded to a deserving member whose career achievements have had a profound impact on the industry.
Read More

ERSP Shares Legal Updates from Recent Events

by Jessica Grodzki on Aug 18, 2016 12:00:00 AM Advocacy, Self Regulation, DRTV

In early August, ERSP hosted a webinar for the ERA Government Affairs Committee. During the presentation, Peter Marinello, ERSP director, discussed the Conference of Western Attorneys General (CWAG) Annual Meeting held in July in Sun Valley, Idaho. At the conference, Attorneys General, and other regulatory experts explored current legal issues, ranging from the short-term rental market to the ethics of online legal services.
Read More

30 Years of Quality, Value, and Convenience

by Ian P. Murphy on Aug 17, 2016 12:00:00 AM DRTV, e-Commerce

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.

Read More

GoConvergence’s SVP Creative & Marketing Brand Action Chris Harris Says ERA D2C is Right for Me

by Steve Syatt on Aug 15, 2016 12:00:00 AM D2C Convention, DRTV

Chris Harris, Senior Vice President, Creative & Marketing Brand Action for GoConvergence, says ERA D2C is Right for Me:

“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.
Read More

Risky Business: The Dangers of Offshore Merchant Accounts

by Monica Eaton-Cardone on Aug 8, 2016 12:00:00 AM DRTV, e-Commerce, Support Services

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.

Read More

[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.

Read More

The Never-Ending Story

by Ian P. Murphy on Jul 28, 2016 12:00:00 AM ER Magazine, DRTV, Brand Marketing

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.

Read More

The Do & Don’ts for a Successful DRTV Advertising Campaign

by Kanika Khanna on Jul 26, 2016 12:00:00 AM DRTV

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.

Read More

Telling Stories with Transparency

by Lesley Fair on Jul 20, 2016 12:00:00 AM Advocacy, DRTV

“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.

Read More

Field Report: 4 Powerful Factors Only DR Pros Know

by Jordan Pine on Jul 18, 2016 12:00:00 AM DRTV

“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:

  1. Cost per lead
  2. Conversion rate
  3. Unit of sale
  4. Residual value
Read More

The Importance of Being Kevin

by Peter Marinello on Jul 15, 2016 12:00:00 AM ERSP, Advocacy, DRTV

“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.

Read More

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.

Read More

ERA Breaks Further Into Digital With a Grow.co Partnership

by Bethany Adams on Jul 13, 2016 12:00:00 AM ERA News, Digital Marketing, DRTV

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.  

Read More

What Does the Panama Canal Expansion Mean for Direct Response Marketers?

by Patrick Moulton on Jul 7, 2016 12:00:00 AM DRTV, Support Services

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.

Read More

What's Up In DRTV? Manatt Knows!

by Bill McClellan on Jul 1, 2016 12:00:00 AM FTC, Self Regulation, DRTV

 

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
  • Website Terms of Use
Read More

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?
Read More

ERA’s TV Council Explores Online vs. TV on June 30 Call

by Caitlin Haire on Jun 28, 2016 12:00:00 AM Committees & Councils, Digital Marketing, DRTV, e-Commerce

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?”

Read More

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.

Read More
Get a2bFilfillment's FREE Ultimate Guide to Fulfillment e-Book
 
Subscribe for tips on how to grow your direct response marketing business!
Subscribe Now!

Follow Us

New Call-to-action

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.