Tag Archives: Cannella Response Television

Oct 29

Response October: Euro-Pro Wins MOY, What’s up With Media Billings, and Cannella Returns to the DRMA Spotlight

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Response OctoberThe October issue of Response has been available online since early last week. Hopefully, if you’re one of our readers, you’ve taken a look at it, but — if not — here’s some back story on the cover feature on the three finalists in the fifth annual DRMA Marketer of the Year competition — the winner, Euro-Pro, as well as Hampton Direct and Tristar Products — as well as a number of the other key pieces in the issue:

  • The October cover story, as it has for the past five years now, features this year’s winner of the DRMA Marketer of the Year (or MOY, as we call it around the office) — Euro-Pro — and the other two finalist companies, Hampton Direct and Tristar Products. As usual, the MOY competition drew intense interest from our vast bloc of industry voters. After more than 1,400 votes, Euro-Pro edged now three-time finalist Hampton Direct for the honor! From pulling together the nominees (with our Response Advisory Board) to picking the right location in Vegas (this time, Vanity Nightclub in the Hard Rock Hotel & Casino) to making sure all of the key people are in attendance to holding the cover photo shoot on site at the big event, MOY is probably the Response team’s biggest single-night event. It all pays off, though, when we see more than 800 of our closest friends in attendance and register the joy on the winner’s face. To hear more from Euro-Pro, Hampton Direct and Tristar Products, if you missed the link above, here it is once again: Just the Right Blend
  • Our semi-annual Media Buying & Planning Guide returns in October, this time focusing on the thoughts of the agency side of the business. With a tough first two quarters of 2013 in the books, what would the buyers have to say about the state of media availability and pricing? We heard, as usual, from the network side in May (click here for a look back if you missed it). Buyers remain wary of pricing issues and say market fragmentation is worse than ever. If you missed the link to the rest of their thoughts above, here it is: Art & Science
  • Cannella Response Television returns to the DRMA Spotlight in this Q&A update. Company leaders Tony Besasie and Rob Medved were featured in the March issue DRMA Spotlight, and we doubled back with them to find out how 2013 has been for Cannella and the rest of the DR industry. If you missed the link above to this special update, click here: Believers in Video. If you’d like to watch the original video interview from the March issue with Besasie and Medved, click here: DRMA Spotlight Video — Cannella Response Television
  • While things stabilized a bit in this month’s quarterly media billings results, the long-form DRTV market’s 2Q 2013 billings results still stumbled 3.7 percent from the same quarter a year earlier. The $10.2 million decrease left the market’s numbers for the April-June time period essentially in line with recent second quarters, but a steep drop in slots purchased begs the question: did high cable pricing keep more marketers off the air, or did it help salvage total spending for a floundering market? For a full look at all the categorical and outlet results, here’s the link: 2Q 2013 Long-Form Media Billings Stumble 3.7 Percent
  • Finally, my Editor’s Note this month once again salutes the finalists for the Marketer of the Year Award. What is one thing they have in common? The end goal of selling product from retail shelves — an idea that was seen as preposterous when I joined Response in 2001. Today, if you’re selling a product with a direct response facet to your marketing and you don’t have a retail plan in place, you’re likely doomed to failure. What a change! Here’s the link: The DR-to-Retail Model Reaches New Heights

Thanks again for reading and interacting with Response!

Mar 18

Response March: An Ameriprise Package, Knight Time at Expo and Cannella in the Spotlight

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Response March 2013The March issue of Response is now available online. From an intriguing look at a direct-to-consumer insurance group working under the umbrella of one of the largest financial service firms in America to the announcement of Bob Knight as Response Expo keynoter and more, let’s take a look at some of the key pieces to the issue!

  • Much like last month, our cover feature on Ameriprise Auto & Home Insurance and its vice president of marketing, Lisa Jossart, saw its genesis from a meeting request at last October’s DMA show in Las Vegas. I spent some time listening to one of Jossart’s key players, Jill Fochs, during an educational session. Fochs’ expertise on the digital side of direct — specifically in social media — was so interesting that we decided to bring her on to present a case study at Response Expo on Thursday, April 4. Jill connected me with Lisa, whose expertise in direct-to-consumer marketing — and an interesting twist on partner marketing — is, suffice it to say, expansive. Here’s the link again, if you missed it above: Doing Direct Differently
  • Once again, there are two items of note in our Field Reports (aka, news) section this month. One is my Q&A with long-time DR industry production leader Rick McIntosh about his company’s history, recent successes and hopes for the future. The other is the announcement of our Response Expo keynote speaker: coaching legend Bob Knight. As a sports fan, Knight’s history of success is as appealing as his personality is polarizing. There’s no question Expo attendees are in for an interesting evening when Knight kicks off the Expo on Tuesday, April 2. The good thing is, there’s still time to register to catch Knight and all of the rest of the special events and opportunities Response Expo has in store. Check out these stories and more DR news here: Field Reports March
  • In DRMA news, Cannella Response Television is in the Spotlight this month. We’ve been working with the Burlington, Wis. and Los Angeles-based company for years here at Response, so catching up with Tony Besasie and Rob Medved about the company’s years of leadership in the long-form media buying space wasn’t unexpected. However, hearing the duo talk so incisively about the direct response marketing space as a whole — from television to digital and more — was refreshing in a world where many get so locked into their little slice of the pie. To watch the video interview I shot in Wisconsin in mid-January, click this link: DRMA Spotlight Video on Cannella Response Television or check out the print story here: Staying Ahead of the Curve
  • Our latest analysis of the DR industry’s quarterly media billings results circles back to DR radio billings’ 3Q results. Mirroring both long-form and short-form television counterparts, DR radio results stayed essentially even with the same quarter of 2011, helping the overall outlook for 2012 remain solid. For a full look at all the categorical and outlet results, here’s the link: 3Q 2012 DR Radio Media Billings Down $233K
  • Finally, my Editor’s Note waxes a bit on stretching our your business travel legs during the past month or so before swinging into why you must make sure that Response Expo is a part of your 2013 travel schedule. You can say I’m biased when I say that the Expo will be your best business travel investment of the year — and you’d be right. But just because I have that natural bias for and belief in my own work and that of the Response team doesn’t mean I’m wrong. 🙂 If you missed the link to my the column above, here it is once again: Next Month’s Response Expo Will Be Your Best Biz Travel Investment of 2013

Thanks again for reading and interacting with Response!

Nov 18

Response November: Positec Wins, FTC Spins and Short-Form Media Grins

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Positec’s Tom Duncan is a welcoming face for the November issue.

The November issue of Response is now available online, and there were some intriguing stories this month. Let’s take a look at some of the key pieces to the issue!

  • Positec Tool Corp. was a nominee for the 2012 DRMA Marketer of the Year thanks to the success of its DR-to-retail efforts for the WORX and Rockwell power tool brands. Our friends at Cannella Response Television linked me directly to Lindsay Hendricks, the company’s media manager, which resulted in the opportunity for an interview with Positec leader Tom Duncan, Rhonda Tate, the company’s head of DRTV, and Hendricks. The company’s first long-form campaign, for the WORX GT in 2007, drove more than $43 million in revenue in its first nine months, and Positec hasn’t looked back, finding success with nine other long-form DRTV efforts. Here’s the link again, if you missed it above: DR Gives Positec a Big Edge
  • Following up my October Editor’s Note regarding the recent FTC actions — with astoundingly big dollars attached — against some DR marketers, we opened up the topic to our Response Advisory Board with a series of questions about what this means for the present and future of DR advertising. The responses, as you can imagine, feature a mixed bag from those who believe it’s merely business as usual for the regulatory agency to those who want to sound the alarm for an industry under attack. If you missed the link above, here are our advisers’ thoughts: What Else Is Up the FTC’s Sleeve?
  • Our DRMA Spotlight updates the industry on Swipe Payment Solutions and Curtis Kleinman, the company’s face in the DR space and the 2011 DRMA Member of the Year. Swipe continues to make waves in the payment processing space and, according to Kleinman, has seen close to a 400-percent increase in new clients since the beginning of 2012. If you missed the link above and want read more about Swipe’s services, values and expertise, click here: At Your Service
  • Our latest analysis of the DR industry’s quarterly media billings results, this time in the short-form DRTV space. Second-quarter 2012 results — from Response‘s partnership with Kantar Media —  are great news for the business. The total of nearly $1.184 billion spent represents the highest total for any second quarter since Response teamed with Kantar to publish and analyze short-form DRTV media in 2005. For a full look at all the categorical and outlet results, here’s the link: 2Q Short-Form DRTV Media Billings Expand by $159M
  • Finally, my Editor’s Note leaps from those great media billings results to muse about how the industry will survive a second half of the year that saw the Summer Olympics and presidential election wreak some havoc on TV media availability. Do the great numbers in both long-form and short-form DR media from January-June mean that the business will weather those summer and fall storms? If you missed the link above, here’s my take: A November Surprise? 2Q DR Media Results Bode Well for Future

Thanks again for reading and interacting with Response! Happy Thanksgiving!