Response April: Super Wix, a Beauty Fix, and a Hall of Fame Mix

Response April 2015The April issue of Response went live online the day before Response Expo in San Diego last week, with the print version first finding readers’ hands during the successful 3-day event. At the show, our great attendees were greeted with the traditionally outstanding series of networking events, an intense and passionate keynote from entertainment and sports mogul Peter Guber, and two days worth of educational sessions featuring many of the faces and companies you’ve become familiar with in our pages and from these blog posts. This afternoon, as we regroup and recover from our busiest, yet most rewarding, week of the year, I took some time to glance back at how the April issue came together.

  • In early November, word came across the wire that, the cloud-based Web development platform based in Tel Aviv, would become the first TV advertiser built on the tenets of direct response to appear during the broadcast of the Super Bowl in nearly a decade. Within moments of seeing the news, I was reaching out to the company’s head of strategic marketing communications, Eric Mason, to see if Wix would be interested in sharing the story behind this decision. As Mason and I continued to discuss the idea through the end of 2014, it became clear that Wix expected big things from its Super Bowl campaign — not just a TV ad, but a massive omnichannel effort — and Mason had buy-in on the article from the company’s CMO, Omer Shai. The decision became clear: if the Wix campaign went well, it would be a perfect fit for our April (Response Expo) issue to tell the continuing story of online advertisers finding great success in expanding marketing to offline outlets. That decision worked out extremely well for both Wix and Response, as the campaign was a blockbuster for the marketer, and Shai was able to tell a great omnichannel story for our show issue. And, not only that, many of our attendees were lucky enough to hear Mason expound on this story and share more of Wix’s secrets of success last week at the Expo. If you missed the link above, here it is again: Wix’s Winning Game Plan
  • Omnichannel customer experiences were also the focus of our annual look at the beauty & personal care category. Long one of the direct response world’s biggest verticals, beauty & personal care has also been a leader in welcoming in brand advertisers as part of the growing direct, digital and data-driven marketing universe. As the Web’s influence grows in the space — according to one study, the category enjoyed $4.3 billion in online sales (6.5 percent of its total) in 2014 — the consumer conversation online and in retail outlets becomes more and more important. For a full look at what’s happening in the space — and if you didn’t already click the link above — here’s another chance to read the story: Creating True Customer Experiences
  • DRHOF LogoLast Thursday in San Diego, we welcomed the 2015 class of inductees to the Direct Response Hall of Fame. The 12 members of this third class — two of whom were inducted posthumously — represent another wide swath of legends and leaders in the direct response universe and bring the total membership of the DRHOF to 31. As part of the celebration, freelancer Pat Cauley reached out to the 10 living inductees with a slate of questions about the past, present and future. Six of these Hall of Famers responded, and their insights — as one might expect — prove invaluable. If you missed the link above, click here: DR Hall of Fame Roundtable: Leadership, Innovation — and Recognition
  • Mercifully, our monthly direct response TV and radio media billings update focuses on fourth-quarter (and, of course, full year) 2014 long-form DRTV results. I say mercifully because long-form media hasn’t seen times this lean since 2002, when the post-9/11 recession took a big bite out of the entire direct response business. With a quarterly drop of $33 million, the 2014 annual total slipped by more than $94 million, dropping below $900 million in total annual spending for the first time in 12 years. The good news, such as it is? The cable marketplace, whose losses were to blame for 2013’s struggles, finally began to bounce back in the last six months of the year. And if the beauty and fitness markets return to normal in 2015, we could see a quick return to form. For a deeper dive into 4Q 2014 long-form DRTV media billings, click here: Long-Form DRTV Billings Wrap Worst Year Since 2002
  • One last mention of Response Expo (for now) comes in my April Editor’s Note column. Now and then, I like to share with readers the direction of where our publication (and event) are headed and why. With a great cover story like Wix and our ninth annual Expo as key factors this month, it seemed a perfect time to touch base with you all. In case you missed the link to the piece, here it is once again: Putting a Spring in Marketers’ Steps

Thanks again for reading and interacting with Response!

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