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!

Mar 03

A Smattering of Unrelated Mini-Rants

For all the media’s predictable hype, at 11:30 p.m. on Friday, March 2, the Lakers (who, if you are to believe the tenor of the local media since the NBA blew up the Chris Paul trade in December, are old, poorly coached, boring and barely hanging on to relevance) and the Clippers (who, if you believe the tenor of the local media since the NBA allowed their clearly inferior deal for the same Paul to go through, are young, hip, exciting and a clearly elite threat to win the NBA title) are in a virtual tie for first place in the Pacific Division more than halfway through the season. This is proof of one of two (or maybe both) things: the canyon between these two franchises was so incredibly vast prior to December 2011 that the Clippers having an almost identical record to the Lakers (and a 1-1 split in the season series to this point) is reason enough for Clipper-based orgasms of BS; or that the sports media, both locally and nationally, are more prone to bogus hype than the bastard child of TMZ.com and the National Enquirer
CP3 as a Laker

"Basketball reasons."

Speaking of sports hype: Jeremy Lin. Nice story. Impressive run. Plenty of intrigue to it, from the Harvard angle, to the Asian-American angle, to the out-of-the-blue angle. Fortunate to be in the center of a New York media maelstrom that glorifies the Knicks as if their history is comparable to the the Lakers or Celtics, rather than that of the Rockets or Pistons. Here’s hoping the kid keeps it up and becomes a long-term NBA star, rather than simply another reason for ESPN to run more Tim Tebow stories …

Hey, Rush Limbaugh: Way to steal the spotlight from Andrew Breitbart. For once, thanks, big guy …

New Springsteen: Big thumbs up. April 27 can’t come soon enough …

The First Amendment is just as much about the freedom from religion as it is the freedom of religion. Read it. In essence, the idea is no law should restrict a person’s ability to practice his or her religion, but at the same time, no law should be based on the beliefs of a specific religion. Make of this what you will …

“The Artist” as Best Picture at the Oscars seemed foregone for a while now. Excellent film. But, as an L.A. guy, I still think it’s victory was a West Coast example of the N.Y./D.C. East Coast navelgazing media winning out. Hollywood’s a company town. I found “The Descendants” a much more relevant film for our time …

RE: the UCLA basketball story in Sports Illustrated. Of course, as an SC guy, I get some mild amusement from it. But, really, what’s going on there that isn’t going on with a ton of other college students or not-very-successful athletic teams? Kids in college going to a rave? Getting high? Showing up somewhere hung over? Struggling teams featuring bad seeds? Dissension? Poor coaching and leadership? None of this is really massive news, is it? To give UCLA due credit, the reason SI makes this a story is because UCLA has the greatest winning tradition in college basketball. So, in the end, I find this story a different kind of hype than the ones above … but hype nonetheless …

Oregon Recruiting Issues

You'd be smiling too.

RE: the recent Oregon/NCAA news (which was expertly dumped late on a Friday; good work Oregon athletic department taking cues from the U.S. government’s way of keeping bad news quiet by releasing it when the pundits are well into a weekend-beginning Happy Hour): Here are two links that fit my thoughts as an observer of the NCAA’s growing impotence (at best) or crookedness (at worst) and where my amusement comes in as a USC fan.

Finally, I just spent a week at an industry conference in Miami. Thoughts:

  • Our people still know how to use their expense accounts to treat each other to amazing meals and drinks at incredible bars, lounges and clubs. I’ll never rant about that; it’s the way business gets done AND it’s a helluva perk …
  • That said, those hefty expense accounts are one of many things that seem to give a level of self-importance to people with no real right to it. Just be you, and I’ll be me, and if it makes sense for us to work together, let’s do it …
  • DR is an industry of optimists. If a product deserves a chance to work, the people in this business really will give it a fair shot …
  • I’m always amazed by the ability of four people around a table discussing direct response advertising (myself included) to make said conversation appear to outsiders as important as a discussion between world leaders on nuclear disarmament. I’m telling you, we’ve all got that “interested/concerned/piqued/amused” rotation of faces down pat …
  • I don’t think I’ve ever spent five days in a hotel at a networking show and never once seen a single employee of the organization hosting that event … until this week (that’s especially surprising when the organization has something along the lines of two-dozen staffers). As someone who co-founded and co-hosts an industry event that draws 3,000 people, it seems that it’s kind of hard to know what your constituents want or need from the event if your staff is locked up in board rooms or “working” an essentially non-existent “show floor” while the massive bulk of your attendees are doing business across the many bars, restaurants and public spaces at the fantastic property you’ve booked. For me, understanding the full experience of everyone at the event is always crucial to improving it the next time around. That’s why I always spend time on the floor, in the conference rooms, with our sponsors, around the hotel’s bars and restaurants, and at the parties that other companies throw in conjunction with our event …
  • Smartphones are great. I love my iPhone. But they’ve become the bane of the scheduled meeting at events like this. “Hold on, I need to take this call,” is rarely a sufficient excuse to put a 10-minute hold on the one face-to-face meeting we’re likely to have in the next 3-5 months …
  • “I have a hard stop.” Yea, I have a meeting at 2:30, also. But I don’t need to use a dumb corporatized catch-phrase to tell you that (and make you feel like this meeting doesn’t remotely compare to your 2:30) …

With that, this blogging effort has reached a hard stop … for bed.