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.
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.
As the political climate heats up, the debates are getting more granular and politicians are drawing lines in the sand. Expected to spend about $4.5 billion on TV ads to promote their platforms and undoubtedly do some mudslinging along the way, political candidates pose a challenge for direct response marketers looking for affordable, available pieces of the television media pie. The hurdle is particularly onerous during presidential elections, when the big bucks are rolled out to support national campaigns.
Direct response has earned a place in the culture, making stars out of salespeople and populating television with catchy ads, popular products, and opportunities to shop 24 hours a day. The industry’s personalities have even crossed over into entertainment with reality shows such as Pitchmen and Shark Tank. But only recently did the industry’s inventiveness, entrepreneurial spirit, and sheer pluck get the big-screen treatment.
Based on the life of inventor and HSN host Joy Mangano, David O. Russell’s Joy stars Jennifer Lawrence in the title role as the struggling single mom who invents a self-wringing Miracle Mop that catapults her to home-shopping stardom.
At about the same time the National Infomercial Marketing Association (NIMA) was forming, a young television executive and Procter & Gamble veteran was helping expand the reach of direct response products. Instead of shooting a quick-money campaign and cashing out, Peter Bieler wanted to build the ThighMaster into a true brand.
Let’s take a pair of hypothetical entrepreneurs. E-commerce’s seemingly low barriers to entry lured Mary and John Miller. As savvy marketers, they created a distinctive online retail presence for their brand. Slowly, they persuaded customers to shop with them, and in time, had a profitable online business.
Infomercial buyers are insomniac little old ladies who live in trailer parks and shop while wearing oversized hair curlers and eating bonbons, right? Not according to an independent study of infomercial buyers conducted by Cannella Response Television, Script to Screen, and M2 Marketing & Management Services. A survey of more than 1,500 infomercial buyer and nonbuyer respondents suggests that today’s infomercial purchasers skew younger than their TV-viewing, nonbuying counterparts, have higher household incomes, are more ethnically diverse, and are no more or less likely to be female. Which got me to wondering: Why is there a disparity between the prevailing stereotype and the reality portrayed in this study?
Move Reflects ERA’s Commitment To Providing Members With Combined Print And Digital News, Information And Analysis Platforms
For Immediate Release:
WASHINGTON, D.C. (September 15, 2014) – Underscoring its continuing mission to serve its membership and the direct-to-consumer marketing community with the most comprehensive industry news and analysis available, the Electronic Retailing Association (ERA) has set January 2015 to launch the all-new bimonthly ER Magazine, ERA’s popular print magazine, also known as Electronic Retailer.
WASHINGTON, D.C. / ACCESSWIRE / September 4, 2014 / Reflecting the continuing growth of the electronic and digital direct-to-consumer marketplace, the Electronic Retailing Association (ERA) has announced the expansion of its online industry news coverage and informational resources.