In DRTV, you’ve probably worked on a campaign that includes a URL in the commercial. Because who doesn’t have a website these days?! If you haven’t worked on a campaign of this nature, you’ve seen a spot on TV with a URL, so you know this call-to-action is here to stay. In fact, it’s growing!
Each year, ERA Europe stages the Electronic HomeShopping Conference (EHSC) to bring together the movers and shakers of the teleshopping business in the EU and beyond. And while the European show has been growing in recent years, there’s one thing it’s always lacked—an award to recognize excellence in direct response television. “We are a TV-based industry and yet, we don’t have any awards,” laments Julian Oberndöerfer, executive director of ERA Europe.
When it comes to leveraging traditional and digital marketing channels, it’s all about determining what content works best in what channel. For example, JOYUS focuses its marketing efforts on products with a lower price point, where the time to tell a story and the ability to convert the audience are completely aligned. The digital format allows for more flexibility on the creative side. Thus, marketers can shorten or lengthen the amount of time relative to what’s required to talk about the product.
What makes an infomercial (long-form DRTV) a form of native advertising? Is there a fine line between entertainment/capturing viewers’ attention and an advertisement? And, does context matter when using advertising as programming? These are just some of the questions that will be addressed during this month’s ERA TV Council call.
TV Council co-chair Caitlin Haire and guest speaker Amy Ralph Mudge, partner at Venable LLP, will offer insight into DRTV’s history with the native advertising format, legal factors, along with the impact of regulation as a result of native advertising. What’s more, they will discuss the state of infomercials/DRTV native advertising today.
Join the TV Council call on Thursday, May 5th at 2:00 p.m. Eastern Time.
For nearly three years, ERA has made it its mission to help association members and the direct response marketing community to bridge the gap between traditional DR and digital marketing by offering business development opportunities and education at ERA conferences and by delivering online and printed content highlighting digital marketing best practices. Our goal has always been to enable direct-to-consumer marketers to become as adept in digital marketing as they are in DRTV.
What’s more, the association has taken these efforts a step further with an exciting announcement...
Do you have a direct response campaign that stands out from the competition? Does it deserve recognition from industry peers? If you answered yes to both these questions, then you’ve got to enter this year’s Moxie Awards!
Direct response marketers who truly want to embrace an omnichannel marketing strategy, must take a closer look at the consumer’s path to purchase. What’s more, marketers should ask themselves, “How do we make sure that we’re there to service them?” For Murad, Inc., the key is being able to effectively take advantage of the media that you are running and ensuring that you are optimizing sales in any kind of marketing channel that the consumer may choose to engage with the brand.
Learn more about Murad in this brief video featuring Marc Kravets, Executive Vice President, Direct, at Murad.
The renowned ERA GA Fly-In is back! This year’s event will be bigger and better than ever.
The two-day event will be held at the Washington SunTrust Headquarters, starting on Tuesday, May 24th and concluding May 25th. Here is an overview of the two-day event to help you make your travel plans:
“Julie came into ERA at a time when the association was in a loss position and she succeeded in bringing it to profitability and stability. During her tenure, ERA grew its membership revenue, achieved stellar success with its flagship D2C annual conference, and introduced a number of new networking events that have become firmly established among ERA members. The Board and the membership join me in saluting Julie on her outstanding contributions to our association, and we wish her the utmost of success as she embarks on new opportunities,” said Gregory J. Sater Esq., ERA’s Chairman of the Board of Directors.
The final day of The Great Ideas Summit brought thunderstorms to Orlando, but that didn’t stop the Deal-Makers inside. As the conference winded down, the networking and education continued.
The morning began in the Deal-Makers Club, as we have been calling the show floor this week. Many exhibitors continued to hold meetings within their booths and make deals before the show floor drew to a close at 3 p.m.
The Great Ideas Summit mobile app is now live. Visit the App Store and search for “ERA Events” to download the app to your smartphone. Access the Schedule At A Glance, Exhibitors, Sponsors, Education Sessions, and Speakers—all from your touchscreen.
Here are some of the events happening on Monday, February 22…
The Great Ideas Summit 2016 is fast approaching, and you’re probably finalizing your schedule for the week. Here is a quick refresher on all the great things you can take advantage of onsite.
How does SharkNinja (Euro-Pro) continue to evolve its business? By blending the opportunity between both traditional direct response and digital, and leveraging celebrity talent to create brand awareness across all channels.
ERA Digital SupERAchiever Tammy Hegarty, vice president, Global Digital Strategy at SharkNinja, explains why marketers must ensure that a campaign ties together both television creative with their online marketing efforts in this brief video.
As the industry advances into the Digital era, we continue to provide direct response marketers with the most up-to-date strategies and technology advancements. With that said, ERA is proud to announce founder and CEO of STiKi, Robin Shapiro, as the keynote speaker for The Great Ideas Summit 2016. The industry’s premier midwinter conference will take place February 22-24 at The Hyatt Grand Regency Cypress Hotel.
Shapiro, a mobile text messaging industry innovator, will ring in the new with smart strategies and great ideas for today’s smartphone world in his keynote presentation. He will be addressing attendees on Tuesday, February 23, from 12:00 p.m. – 1:00 p.m. in Grand Cypress D.
All healthy relationships are give and take. This means knowing when to support, when to be supported and, most importantly, showing appreciation for the support given. This extends to the relationships between ERA and the companies it oversees. The Diamond Partner Program is ERA’s way of showing gratitude to its most loyal customers.
Williams Worldwide Television has been a Diamond Partner since 2013. Being recognized by ERA for our support and commitment by having our name listed alongside other top companies in the industry has tremendous value in itself but it goes beyond that.
Immersed in a fast-changing marketing environment we are accustomed to finding creative ways to reach our target audiences. We always strive to balance creative strategy with ROI to ensure our investments are aligned with our business goals. It is this method of thinking that appeals to our clients—and the reason why many remain long-term partners. We regularly ask ourselves, are we doing enough to stay engaged, relevant, and competitive?
Find out why ERA Digital SupERAchiever Jay Sung, chief marketing officer at Guthy-Renker, LLC, believes this is a very fortunate time to be a marketer...
As the year winds down, you are probably working on many things, including trying to finish your holiday shopping and finalizing your 2016 budget. Justifying the cost of ERA membership is something that comes up in many of my conversations with members. ERA membership provides much more than just discounts on our events in Las Vegas, Orlando, Washington, D.C., Los Angeles, New York, and Toronto.
Being able to marry traditional direct response disciplines with digital marketing strategies is by no means a small feat. It requires a keen understanding of the different marketing platforms, and how they can each complement one another to achieve the desired results.
What are some of today’s leading direct-to-consumer marketers doing to leverage the best of both traditional and digital marketing channels?
One of the benefits of ERA membership is that we provide educational opportunities that are unmatched in the DR industry.
Marketing Maven, one of ERA’s long-time supporters, has developed a social media webinar series to help you move to the next level. ERA’s Membership Committee and Digital Council are co-sponsoring the one-hour webinars.
As ERA’s director of Membership Sales, members often approach me to ask whether we offer educational webinars as a member benefit. I am proud to announce a new webinar series focusing on various forms of social media. Want to learn how Twitter can give your revenue an added boost? Want to know how you can use Facebook to engage more consumers and sell product? ERA’s new webinar series will show you how.
Recently ERA joined hands with the Hong Kong Trade Development Council (HKTDC) in a mutually beneficial partnership that should pay dividends for direct response marketers for years to come.
Our agreement expresses a partnership to cooperate on promoting increased bilateral promotional activities.
For the ERA membership, this is big news! Now ERA will be in a position to better strategically assist member companies as they grow their business activities in Asia.
The renowned ERA GA Fly-In is back! This year’s event will be bigger and better than ever.
The two-day event will be held at the Washington SunTrust Headquarters starting on Tuesday, May 12th and concluding May 13th. Here is a high-level agenda to help you make your travel plans:
One of the key benefits of ERA membership is networking provided through our Mentor Program. Through the leadership of our Mentor Program Chairperson, Lori Zeller, and Membership Committee Chairperson, Debbie Skerly, ERA is able to assist new members to properly navigate through the DR community.