Jul 11

Response June: Magic Minerals, Home Shoppers and Mobile Solutions

Response JuneThe June issue of Response has been available online for just more than two weeks now — but if you haven’t taken a look yet, suffice it to say, there’s plenty of content you might want to take a glance at. Let’s take a look at the issue, including the cover feature on cosmetics industry legend Jerome Alexander, our annual look at the home shopping market and more.

  • With a 40-year run as a leader in the cosmetics world, Jerome Alexander’s history speaks for itself. Whether it’s his track record of placing products in high-end retailers like Neiman Marcus and Bloomingdales, or his recent two-decade run of success in home shopping both in the United States and abroad, Alexander’s seen just about every side of the product and marketing business. And now, after some time away from the U.S. retail space, Alexander has introduced his successful Magic Minerals line in some of the nation’s biggest retail outlets. But the most intriguing facet that I heard when Lindsey Carnett of Marketing Maven PR pitched the story was the reversal of a traditional DR/retail campaign — that is, Alexander gambled on the product’s success overseas and in home shopping to gain new retail acceptance in the U.S. He then began selling his product at retail prior to connecting with a group of industry vendors to create a new DRTV campaign expected to debut later this year. If you missed the link to the story above, here it is once again: Finding the ‘Magic’
  • A story that’s been on the editorial calendar each year since I joined Response in 2001, our look at the home shopping space has actually gotten a lot more interesting in recent years. Why? Most likely because the sector’s behemoths — QVC and HSN — are using some of the most creative combinations of TV, traditional online and mobile marketing in the entire world. Not only that, but even niche players like Jewelry Television are also making huge strides to become the “where you want, when you want it” type of online retailer that’s making so many waves today. Want to hear more about it? If you didn’t click the link above, here’s another chance: Mobilizing the Home Shopping Space
  • Whether it was a tragic quarter of epic proportions or Kantar Media’s measurement efforts slipped, 2013’s final quarter of direct response TV and radio media billings results proves no better for the DR radio market. Fourth-quarter billings dipped more than 62 percent from the same quarter in 2012 — with almost penny attributable to a shocking loss in the local radio space. Yes, that’s the same sector that had been carrying Kantar Media’s DR radio results for much of the year, causing concern that there might be a blip with Kantar’s local radio reporting for the quarter. Radio’s fourth-quarter troubles were also almost wholly responsible for 2013’s decrease in total billings in the space. For more on 4Q DR radio billings from Kantar and Response, click here: DR Radio Billings Lose Frequency in 4Q 2013
  • Finally, my Editor’s Note begins with a personal story about using mobile technology to help close a sale before pivoting to talk about mobile’s growing importance to marketers, retailers, regulators and — most importantly — consumers. To read my full take, here’s the link once again: Consumers Drag Marketers Into Mobile Future

Thanks again for reading and interacting with Response!

Jun 26

Photo-A-Day 2013: Week 37

The week of Sept. 9-15 was definitely spent on the home front. Still, with a couple of events later in the week, it made for a good mix of images. Let’s take a look!

9-SEP-2013: Looks like the building got a new flag near the rooftop pool.

9-SEP-2013: Looks like the building got a new flag near the rooftop pool.

10-SEP-2013: Twinkling lights on the patio at Cafe Pinot during a birthday celebration.

10-SEP-2013: Twinkling lights on the patio at Cafe Pinot during a birthday celebration.

11-SEP-2013: Apparently I haven't found a reason to use pocket change recently.

11-SEP-2013: Apparently I haven’t found reason to use pocket change recently.

12-SEP-2013: A familiar angle of a big crowd at Dodger Stadium.

12-SEP-2013: A familiar angle of a big crowd at Dodger Stadium.

13-SEP-2013: Too. Many. T-shirts.

13-SEP-2013: Too. Many. T-shirts.

14-SEP-2013: The Peristyle at a brilliantly sunny midday kickoff time for the USC-BC game.

14-SEP-2013: The Peristyle at a brilliantly sunny midday kickoff time for the USC-BC game.

15-SEP-2013: Mr. Clutch, Adrian Gonzalez, unloaded the bases with a double on this pitch against the Giants.

15-SEP-2013: Mr. Clutch, Adrian Gonzalez, unloaded the bases with a double on this pitch against the Giants.

Jun 24

Response May: Pressure Washers, Media Sellers and Fond Remembrances

The May issue of Response has been available online since right around Memorial Day — but with a busy schedule and a RES0514_CV1week out of the office, I’m only just now getting to my regular glance inside the issue. Now, with the June issue on the verge of debuting online and in your mailboxes, I forced myself to take some time today to take a look at our May magazine, including the cover feature on hardware giant Briggs & Stratton, our recap of Response Expo and more.

  • With the National Hardware Show taking place annually in May, we often look to feature a hardware marketer on our cover. And when I look for a hardware marketer having success in direct, digital and data-driven marketing, I often drop a line to Doug Garnett, long-time Response Advisory Board member and leader of Portland, Ore.-based Atomic Direct. This time around, that call resulted in a link to Eric Loferski, director of marketing, portable power & cleaning systems, for Milwaukee-based Briggs & Stratton. Loferski has worked for a who’s-who of Wisconsin-based brands and it’s no surprise he’s turning to direct and digital marketing to create retail and brand buzz for the company’s new line of POWERflow+ pressure washers. If you missed the link to the story above, here it is once again: High Pressure, High Flow
  • One of our most popular research efforts, the annual Cable Network Directory is a who’s who of those selling DR media time at the cable network — and now satellite provider and MSO — level. From behemoths like Viacom, Turner and Discovery to small independent networks, we strive to grow this list every year. And, with more than 135 networks listed in 2014, we’re proud to say that this version of the directory is the biggest and most complete yet! If you want to know who to call to buy time for your DRTV campaign and you didn’t click the link above, here’s another chance: 2014 Cable Network Directory
  • Our Field Reports section provides a full recap of Response Expo in the May issue. From keynoter Brian Billick to all the education and networking opportunities, you can relive the best Response Expo yet! And a special bonus: our monthly But Wait, There’s More section offers a two-page spread of the event’s excitement! If you missed the links above, click here for the news recap: Field Reports May and here for the photo spread: But Wait, There’s More May
  • The final quarter of direct response TV and radio media billings results proves no better for the short-form DRTV market. Fourth-quarter billings dipped more than 10 percent from the same quarter in 2012 — sadly, the year’s best quarterly result in Kantar Media’s short-form DRTV research. As we begin to track 2014 billings, one hopes that Kantar’s contention that a change in measurement and calculation was responsible for about 50 percent of the year’s nearly $1 billion drop from 2012 is true. For more on 4Q short-form DRTV billings from Kantar and Response, click here: Short-Form DRTV Media Wraps Unsightly 2013
  • Moderating a session at Response Expo.

    Moderating a session at Response Expo.

    Finally, my Editor’s Note takes a fond look back at Response Expo. As the co-founder of this event, the eighth version of it that took place in late April and early May was perhaps the most fulfilling. With our smallest team ever and minimal support or notice from our parent company, I cannot tell you just how proud I am of all of my Response teammates, from our core crew in the Orange County office to our key supporting staff who join us each year from our Newton, Mass., office. With a team that’s, at best, half the size of teams that put on other events in our industry, the hard work that goes into creating Response Expo is rather tiring. So to see the event unfold with nary a hitch and to hear the wonderful feedback of our attendees, exhibitors, sponsors and speakers is incredibly satisfying. To read my full take, here’s the link once again: Feeling the ‘Vibe’ at Response Expo

Thanks again for reading and interacting with Response!