Jun 06

Response May: Foundations, Revelations, and Exhortations

On the road again … heading to Chicago this afternoon for the IRCE event this week, and had some time to put together a quick recap of Response‘s May issue. With a full look back at Response Expo included, the issue delivered a touch later than normal — but the editorial content is worth the wait. The May magazine is headed by a cover story on one of our most well-received speakers at the Expo, Andrew Lermsider. Other features touch on the business solutions market and the current status of the media buying and planning space. That second story leads into our annual Cable Network Directory, which is our biggest one yet! There’s plenty for our readers to chew on this month, and here’s some background on how the pieces fit:

  • My first contact with Lermsider came via a LinkedIn introduction from Rus Sarnoff, who has long served as a close advisor on our Expo content and now co-chairs (with Greg Sarnow) our DRMA Education Committee. Shortly after the introduction, I learned that Sarnow had worked with Lermsider on a project several years back, and Greg had only glowing things to say. After one call with Lermsider, not only was I sure I wanted him to take part in our “Social Media as a Media Outlet” panel that was planned for the Expo (and, coincidentally, moderated by Sarnow), but that his background and vision for the future of performance-based marketing tactics would make a great cover story. He’s currently CMO and partner in Q Link Wireless, a mobile service provider, while also consulting a number of mid- and large-sized businesses on their marketing efforts. At 6.5 print pages, this is one of the longer cover stories in Response in recent years — but with Lermsider’s openness about the world of marketing and how he sees it unfolding, it probably could have been two to three pages longer. If you missed the link to the story above, here it is once again: Funnels and Foundations
  • Our most recent look at the burgeoning business solutions market kicks off with one of our top sources — and one of the top marketers in the space — for the past couple years: Wix.com. Vivian Hernandez, a speaker at the past two Response Expos, gives an update on the build-your-own-website service’s latest marketing moves and how driving customer experience on a local level is helping the brand grow globally. Beyond that, freelance writer Doug McPherson, touched base with leaders from service providers BigCommerce and SmartPrint to hear what’s working — and what’s not — on today’s marketing landscape. In case you skipped the link above: Stay Local, Get Global
  • Our semiannual look at the media buying and planning world queries leaders from the TV network world on how TV and digital continue to mix and merge, especially with the growth of over-the-top (OTT) and TV Everywhere services. Freelancer Nicole Urso Reed once again gets to the heart of what marketers need to know about where the best media opportunities are available. Here’s that story link again: Power Play
  • Once again, Response brings readers its annual Cable Network Directory. With contact and demographic information for more than 140 networks and other TV outlets, this is our biggest directory yet — and we actually send out requests for information to nearly 200 networks/groups. This year’s directory, if you missed it above, is here: 2017 Cable Network Directory
  • Our monthly direct response TV and radio media billings return to the short-form DRTV sector for fourth-quarter 2016 results. A huge quarterly increase — nearly 40 percent compared to 4Q 2015 results — helped the short-form space finish 2016 down just 2.6 percent from total-year 2015 results. Back-to-back positive quarters seem to be a sign that the space is finally stabilizing after a long string of losses. For a full look at 4Q 2016 short-form DRTV media billings, click here: Short-Form DRTV Billings Close 2016 on the Rise
  • Other key items in this month’s issue include:
  • Finally, my Editor’s Note column picks up where our publisher, John Yarrington, left off in his welcome remarks to Expo attendees just before Sugar Ray Leonard’s keynote address on April 25. It’s also of a piece with Wilkins’ column linked above. While we’re thrilled to have created a true signpost event for our industry — Response Expo — that event is only as good as our readers, attendees, advertisers, sponsors, and exhibitors make it. And while it’s a great feeling to know we’ve filled a half-dozen hotels in San Diego with leaders from the business, if too many folks set up shop in those alternate locations, Response Expo cannot be at its best. As a matter of fact, if too many come to San Diego without feeling the need to take part in the actual Expo itself, the Expo could eventually go away — taking its signpost and everything that draws 4,000 people to San Diego with it. Being the change starts with being a part of what makes our business great. If you missed the link above, here it is: Why Fear Change? Instead, ‘Be the Change’

Thanks again for reading and interacting with Response!

Mar 30

Response March: Housewares Legends and Consumer Journey Lessons

The March issue of Response hit the web and began delivering to mailboxes around St. Patrick’s Day — and had a nice splash at both the International Home+Housewares Show and our own DRMA Chicago Reception on March 20. This month, we reached back to our roots in the As Seen On TV space for a rare cover feature on an old-school DRTV marketer — Top Dog Direct. In addition, there’s part three of our four-part series on the consumer journey, a feature on the housewares and hardware markets, and our most recent Response Advisors Forum feature, which takes on questions about consumer privacy and data security. For more on how the March issue emerged, read on:

  • If you’ve been around the DRTV business for any appreciable amount of time, you’ve likely met Bill McAlister, president and CEO of Trevose, Pa.-based Top Dog Direct. He’s been a fixture in the As Seen On TV world since he arrived at HSN in the 1980s. And his group of companies, which were united under the Top Dog umbrella a couple of years ago, have been responsible for a series of DRTV-to-retail hits: Urine Gone; Mighty Putty; the Sobakawa Cloud Pillow; Tag Away; and the BeActive Brace — among many others. Many of those hits have been in the housewares space, which is why Top Dog always has a major presence at the Housewares Show in Chicago every March — so the timing on this piece couldn’t have been better. It was a pleasure to interview McAlister — he’s engaging, funny, and one of the most open interviewees I’ve worked with in years. If you missed the link to the story above, here it is once again: Big Bark, Bigger Bite
  • The third of our four-part “Consumer Journey” series leading into April’s Response Expo — which will feature a six-session track on the topic — focuses on the purchase. When a consumer becomes a customer is a clear moment of truth for any marketer — but much more goes into that moment than meets the eye. Technology plays a key role in making consumers comfortable enough to go through with the purchase — especially safe payment processing for increasing digital purchases. Key freelancer Nicole Urso Reed has done a great job handling this series, and in this issue, she caught up with payment processing experts Vantiv, online marketer Adore Me, and agency head (and Response Advisory Board member) Doug Garnett of Atomic Direct. In case you skipped the link above: Paid in Full
  • As our annual look at the housewares and hardware spaces notes, the housing market is booming once again — which means housewares and hardware marketers are working hard to keep pace with consumer demand. Whether major marketers will full lines of product, or a “Shark Tank”-funded startup, these verticals remain two of the healthiest in the performance-based marketing world. Here’s that story link again: Marketing House & Home
  • Seven members of our Advisory Board took part in the first of four quarterly roundtable features that will appear in the pages of Response in 2017. This quarter’s topic is a hot one: data security and consumer privacy. Capitalizing on all the incredible data available today — while respecting and protecting consumers’ desires — is one of marketers’ defining efforts in this era. What do our Advisory Board members thing? Just in case you missed it above, here’s story link again: Keeping Consumers Safe, Secure, and Satisfied
  • Our monthly direct response TV and radio media billings return to the DR radio sector for third-quarter 2016 results. And unlike recent DRTV results, the audio medium is riding a hot streak. DR radio rounded out a full four quarters of increases by jumping more than 37 percent in 3Q 2016. In fact, the total of more than $18.5 million marked the second-best third-quarter results reported in Response since we teamed with Kantar Media in 2004. For a full look at 3Q 2016 DR radio media billings, click here: DR Radio Billings Pick Up Speed in 3Q 2016
  • Other key items in this month’s issue include:
  • Finally, my Editor’s Note column delves into the increasing interest — at events, in trade publications, and elsewhere across the performance-based marketing landscape — in the post-purchase facets of the consumer journey. Timely, don’t you think? If you missed the link above, here it is: A New Focus on the Back End of the Journey?

Thanks again for reading and interacting with Response!

Dec 21

Response December: Another Year Done … from A to zulily

The December issue of Response hit the web and mailboxes beginning late last week. And in a random bout of timeliness — plus the fact that I’m out of the office this evening through Jan. 2 — I’m here to recap it for you. This issue’s features include a cover story on zulily, a piece on the expanding consumer electronics market, our fourth Response Advisory Board roundtable of the year, and a web exclusive on the DR radio space. For more on how we built 2016’s last issue, read on:

  • zulily (and, yes, the folks there are all about that lower-case “z,” y’all) has made a name for itself in the e-retail segment in recent years. Reaching a coveted demographic — mothers between 25-44 — helps. Quality marketers running the business don’t hurt, either. The company first came to my attention when a long-time industry colleague and friend, Chris Johns, took a gig in the company’s strategic partnerships division in 2015. After a couple of meetings (ahem, cocktails) and a couple of calls to the right people, Chris put me in touch with Lindsay Powers in the company’s PR department. Lindsay did a splendid job wrangling this story with me, from helping select the right executive — Kevin Saliba, the company’s vice president of strategic partnerships and business development —to providing contact with zulily partner Crayola to help flesh out the story. With more than 15,000 brands selling products on zulily, it’s an intriguing case study on today’s expanding e-retail environment. If you missed the link to the story above, here it is once again: Giving Moms What They Want
  • Consumer electronics technology is not only a burgeoning vertical for marketers — it’s also crucial to the delivery of every marketer’s message. Freelancer Pat Cauley did a nice job of walking this line in his update on the CE space. From AR to VR and AI to IoT (Confused? Read the story to find out what those abbreviations mean) marketers of products that use those technologies are finding fertile ground, while marketers in other verticals want to maximize those technologies as outlets for their messages. In case you skipped the link above: A Space Odyssey
  • In preparation for our final quarterly Advisors Forum feature, I spent a couple of days digging through researchers’ many (and varied) predictions for marketing — digital, TV, and beyond — for 2017. After culling those down to some of the more interesting projections, I provided the members of our Advisory Board a series of questions on the topics raised. This useful year-end exercise provided a some surprising — and conflicting — responses. As always, the online version of the Advisors Forum presents our board members’ complete and unabridged answers. Here’s that story link again: Parsing the Projections
  • Our Doug McPherson spoke with media leaders in the DR radio space for a web exclusive feature. After a downturn earlier this decade, media billings research has shown DR radio expanding healthily in recent years. What’s driving this growth in a medium that’s often scoffed at? If you missed the link above, click here: DR Radio Rocks the Reach
  • Speaking of DR radio media billings, our monthly direct response TV and radio media billings return to the space for second-quarter 2016 results. Growth remains the buzzword, as an 11.7-percent increase over 2Q 2015 results led to radio’s best second quarter since 2007. For a full look at 2Q 2016 DR radio media billings, click here: DR Radio Billings Drive Forward in 2Q 2016
  • Other key items in this month’s issue include:
  • My Editor’s Note column leads with the big news: Response moved its offices — two whole miles — in late November (if you still need that new address: 2600 Michelson Drive, Suite, 1700, Irvine, CA 92612). From there, I riff a little about fresh starts, Response Expo, and reader feedback. It’s all very exciting! If you missed the link above, here it is: We’re Movin’ on Up!

Thanks again for reading and interacting with Response throughout 2016! I wish you a happy holiday season and all the best in 2017.