Category Archives: Direct Response

Jul 25

Response July: Swimming With a Shark and the Power of Family

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This time, I made it before the end of the month in question! Here’s a look at some of the key pieces of Response‘s July issue.

Daymond John

Daymond John graces Response’s July cover.

 

  • Our cover story on FUBU Founder Daymond John came to us via one of our best and longest-termed Advisory Board members, Mike Medico of E+M Advertising. This one was a long haul, as we spent about five months with John‘s team working out timing of the story, while also trying (but not quite succeeding … this time) to bring him in as a speaker at Response Expo 2012. The E+M team was a fantastic helper in moving along the negotiations, along with John’s very accessible PR group. The interview was a pleasure, as the star of ABC’s “Shark Tank” spent extra time explaining his business interests and chatting about his initial toe-dip into DRTV. He’s a very interesting man, and with the help of long-time Response freelance photographer Dario Acosta, I think we were able to capture a story that lives up to John’s track record. If you missed the link to the story above, here it is again: Swimming With Sharks
  • A feature I didn’t write but was excited to shepherd along was the story about a new generation of direct response industry offspring taking on leadership roles. The idea was pitched to me originally by the always imaginitive Karla Crawford Kerr of Hawthorne Direct (who, with Tim Hawthorne and Jessica Hawthorne-Castro in the house, sees one of these relationships up close just about every day). Along with freelance writer Doug McPherson, we found a great cross section of families hard at work in DRTV, and actually queried another great 5-7 families who didn’t respond to be included. Don’t miss this one: All in the Family
  • Finally, both of those stories helped inspire my Editor’s Note column for July. The ideas of doing good business and doing business well often seem to clash in this age of overwhelming corporate greed. To see the success stories on display in this issue featuring a taste of family kindess and care is inspiring, especially during times where many of us could use the inspiration. To check out my column, once again, here’s the link: From Bloodlines to the Bottom Line

Thanks again for reading and interacting with Response!

 

Jul 07

Response June: Money Mailer, Social Media and a Growing Market

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Better late than never, here’s a look at my work in Response‘s June issue!

Money Mailer’s Chris Rimlinger leads Response’s June issue.

Our cover story on Money Mailer’s marketing leader Chris Rimlinger was a bit of a late bloomer, coming to us after a couple of other opportunities dropped out. But that turned out to be a lucky break, as Rimlinger was a pleasure to deal with and a very thoughtful interviewee. Not only that, but the size and scope of Money Mailer as a direct response marketer, via print, Web and mobile, was a surprise to me once we delved into the story. Money Mailer not only services hundreds of local communities across the U.S., but it’s also one of the leading franchise ownership opportunities in the country. To learn more, here’s the link once again: The Deal Is in the Mail

The latest Response Advisors’ Forum, about the growing power of social media, became a Web exclusive when the print version was cut for space. But that allowed for us to run all of our experts’ answers in their entirety. As usual, the opinions were varied as some believe social media is a perfect DR outlet whose measurability is truly underrated at this moment. Meanwhile, others still have questions about social’s viability as a standalone DR opportunity. To hear from the industry’s experts on social media in DR, click here: A Social Solution

Finally, my Editor’s Note column for June talks about some of the positive financial statistics that are trickling out in the DR space of late, questioning why so many folks you speak with in the industry still seem to downplay the industry’s health. The idea came up when researching recent media stats for a different project, but those numbers are hard to dispute: direct response is getting healthier every day, and often at a faster pace than other, more touted marketing mechanisms. To read my thoughts, here’s the link: Most DR Indicators Are Up

Thanks again for reading and interacting with Response!

May 11

Response May: Almost All About Expo

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I’m back again with some links from this month’s edition of Response Magazine and some back story on each piece. Please click on any of the links to jump to the stories included within!

John Foley is the magazine’s May cover and the Expo’s keynote speaker.

  • The May cover features John Foley, former lead solo pilot of the Blue Angels, a U.S. Naval Academy graduate and holder of two master’s degrees from Stanford and another from the Naval War College — and Response Expo 2012‘s Keynote speaker (5:30 p.m., Tuesday, May 15 in San Diego). As in the past two years, with Sir Bob Geldof and Earvin “Magic” Johnson, it was a no-brainer to relate our cover to such a great keynoter for our Expo. And the 40 minutes I spent on the phone interviewing Foley were fantastic. He’s lively, engaging and has no hesitation in getting very personal. He really responded to every question with a full voice and didn’t shy away from broaching any topic. After the interview, I was more excited than ever to hear him speak in San Diego. If you missed the story link above, here it is again: Blue Angel John Foley
  • My monthly Editor’s Note column is centered on the Sixth Annual Response Expo. When John Yarrington and I started kicking around the idea six years ago to resuscitate the event (which had a good run in the 1990s with our predecessors), we never imagined just how amazing the response from this industry would be, year after year. It’s become the most gratifying week of the year for me personally, to see everyone in San Diego having such a great time doing business and getting the latest education. And the feedback we get from you all on site is truly breathtaking. Here’s hoping next week’s event is just as satisfying as the first five have been! Check out my take on it here: All Aboard for Response Expo!
  • Finally, our biggest issue of the year so far also includes my recap of our late March trip to Washington for the DMA in DC event, as well as my interview with Euro RSCG Edge‘s Steve Netzley, both found in our Field Reports news section. I spoke directly about the event in my April issue Editor’s Note, but this news piece gives you a more circumspect look at the entire event, with some attendee feedback. Meanwhile, talking with Netzley is always like listening to a great history of the DR world, while at the same time speaking to someone who is truly connected to what’s next. For these stories and more, visit our Field Reports section online now: DMA and Edge stories

Thanks again for reading and interacting with Response!