Category Archives: Internet Marketing

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!

Apr 18

Response April: A Capital Vision, A Capitol Vision and an Important Cause

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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!

Capital One's Patrick McLean

Capital One’s Patrick McLean graces Response’s April cover.

  • The April cover features Capital One’s Patrick McLean. The story grew out of an initial meeting in Boston during the fall 2011 Direct Marketing Association (DMA) annual convention. McLean was on an interesting panel about digital marketing, and after watching some of the session, my goal was to get him involved with a speaking opportunity at Response Expo, which will take place on May 15-17 in San Diego. Well, after a few conversations with Pat and Capital One staff, not only did we confirm him to be part of one of our high-profile sessions next month, but we also convinced him and Capital One to be featured on our cover. With a background in telecom, McLean’s transition to the financial services sector has gone rather smoothly, and his ideas about digital, online and social media marketing are intriguing. If you missed the story link above, here it is again:“Building Social Capital”

    DC Visit

    A great day on Capitol Hill

  • My monthly Editor’s Note column touches upon my recent visit to Washington, DC, with publisher John Yarrington, as sponsors of the DMA’s annual “DMA in DC” event. What a great experience it was for both of us, from working closely with Rachel Thomas, Linda Woolley and the rest of the DMA staff, to hearing the concerns of industry leaders about regulatory topics and government action, to visiting with Congressional staffers on the Hill to share concerns about the industry. At the same time, we were able to catch up with some DC-area clients, including Time Life’s Tim Pearson, FaceTime Strategies’ Todd Mason and Venable’s Jeff Knowles and Chuck Wilkins. A worthy three-day trip, indeed. Check out my take on it here: “Response Goes to Washington”
  • Lastly, but most importantly, the April issue also includes an exclusive interview with long-time DRTV industry executive Ray Golden, who is battling terminal cancer. Ray’s diagnosis was a gutshot to many in the industry who not only enjoyed doing business with him, but also counted him as a personal friend. The silver lining? Response is stepping up to the plate — and asking all of our DR industry friends and cohorts to join us — to support the Amber Golden Educational Fund, which Ray started to benefit his daughter, who is in her third year in pursuit of a nursing degree. For more on this moving story, and how you can contribute, visit our Field Reports exclusive with Ray right now: “Ray Golden Speaks on His Career and His Daughter’s Battle” 

Thanks again for reading and interacting with Response!