Friday Forecast: Blue Chip Marketer Peggy Bell Joins ERA

by Rick Petry on Mar 9, 2018 2:28:02 PM Marketing

Senior marketing veteran Peggy Bell recently joined ERA as vice president, marketing. Rather than having an association background, which has been typical of recent ERA executives, Peggy has a diverse background that includes working in advertising and marketing within best-of-class corporations, such as Sprint and Capital One to Cigna Healthcare, Redbox Instant by Verizon, AT&T and Comcast. Your Friday Forecaster recently sat down with her for a free-wheeling conversation about her background and her initial perspectives on ERA’s challenges, and some of her initial ideas on how it might thrive and grow.

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Friday Forecast: Koeppel Study Proves DRTV's Power to Drive Web Traffic

by Rick Petry on Jan 19, 2018 10:52:39 AM Marketing

Direct marketing agency leader Peter Koeppel of Dallas-based Koeppel Direct has published a rather remarkable article in Forbes entitled “Measuring TV Advertising’s Impact On Website Traffic” that makes a definitive case for DRTV’s unmatched ability to drive traffic to an advertiser’s website.

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Friday Forecast: Mad Men, Brave Women, and the Shame of a Nation

by Rick Petry on Dec 15, 2017 9:25:06 AM Marketing

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.

Seemingly every day now, news of another man’s sexual misdeeds is exposed in the media by women finally emboldened to come forth and tell their truth. The result is swift justice, as reputations, careers, and marriages are flushed down the toilet in the blink of a 24-hour news cycle.

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Friday Forecast: One of Our Own Captures the Spirit of the Holidays

by Rick Petry on Dec 8, 2017 1:48:07 PM Marketing

This week your Friday Forecaster takes a slight departure from his regular blog to share a video featuring one of ERA’s own. Pitchman extraordinaire Anthony “Sully” Sullivan is part of an initiative called “Layaway Angels.”

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Friday Forecast: Pitch Perfect: 5 Key Takeaways from Boardwalk Brand's Lindsey Brooks

by Rick Petry on Dec 1, 2017 3:08:42 PM 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 engaged Lindsey Brooks, product sourcing guru and CEO of Boardwalk Brand in a discussion about marketing products amid an era dominated by social media and persistent change. Lindsey’s wide-ranging career began pitching products at fairs, trade shows, and on TV. 

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Friday Forecast: Which is More Effective at Pumping Up Marketplace Sales: Amazon Advertising or TV?

by Rick Petry on Nov 17, 2017 9:47:52 AM Advertisements, Marketing

The power and dominance of the Amazon marketplace continues to build unabated. According to a survey of 2,000 consumers by BloomReach conducted last year, 55 percent of users begin their product search on the e-commerce website, up 11 percent from the previous year. Meanwhile, the percentage of consumers that use a search engine such as Google to begin such a journey has dropped from 34 to 28 percent according to the same study. Furthermore, according to Business Insider, Morgan Stanley forecasts that Amazon single-handedly will account for over half of all U.S. retail growth between 2016 and 2018. With that many eyeballs hitting the e-tailing giant’s site then, it begs the question: would you be better off taking ad dollars from another medium such as television and spending heavily to advertise on Amazon if that is where the audience is? I recently sat down with Andy Latimer, CEO of Bluewater Media, a converged marketing agency focused on selling, who shared a case study examining this very question. The results may surprise you.

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Friday Forecast: Newman's Own: 5 Fast Takeaways from NEWTHYNK's Geraldine Newman

by Rick Petry on Nov 10, 2017 10:39:12 AM Advertisements, 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 spoke with Geraldine Newman, CEO & Creative Director of NEWTHYNK/Geraldine Newman Communications, a New York based creative agency that blends branding and selling for Fortune 1000 companies as well as entrepreneurs and start-ups.

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Friday Forecast: Manhattan Media's CEO Marianna Morello Shares 5 Fast Takeaways from Three Decades in Marketing

by Rick Petry on Sep 29, 2017 10:32:18 AM 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.

Recently your Friday Forecaster chatted with Marianna Morello, the trailblazing entrepreneur who founded Manhattan Media Services some 22 years ago. Here are five key insights she shared with us that have helped provide the foundation of her success.

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What Makes a Great Tagline

by Colleen Ferrier and Rick Petry on Mar 24, 2017 12:05:36 PM Brand Marketing, International Home + Housewares,, Marketing, Taglines

 
Photo Credit: IHA

As we roamed the cavernous halls of this year’s International Home + Housewares Show which wrapped up this week at Chicago’s McCormick Place, and stood among the colorful and distinct booth and displays, we wondered: what makes a great tagline? A tagline, after all, can help advance positioning and create competitive differentiation. At its best use, it is highly memorable and helps reaffirm positive feelings for a brand, product, or service. In fact, this year’s theme for the show – which acted as a kind of tagline was – “It’s smart.” This was in keeping with the emphasis on innovations for the smart home, which uses technology such as smartphone apps and voice commands to run everything from lights and locks to indoor and outdoor appliances for the sake of convenience and efficiency.

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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.