Aug 23

Response August: Annuity.com, the ‘Super Feature’ and Short-Form Struggles

Response August 2013The August issue of Response has been available online for a couple of weeks now. 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 Annuity.com and Bill Broich, as well as a number of the other key pieces in the issue:

  • August’s cover feature on Annuity.com returns the magazine to one of the evergreen spaces in the new world of direct, digital and data-driven marketing: the financial services sector. Thanks to the team at Karlin+Pimsler — the creative agency that built Annuity.com’s short-form TV campaign — and its PR agent, Lauren de la Fuente, I was able to connect with Annuity.com’s co-founder Bill Broich. The company’s story of educating consumers about annuities and driving responses to the right agents is an intriguing one for any marketer interested in using direct response. Here’s the link again, if you missed it above: A Safe Boom
  • Every August, we include a feature that, way back when, we used to refer to in-house as the “Support Services Super Feature.” Today, this compendium of information about the goings-on in the teleservices, fulfillment and payment processing corners of the marketing world is known as the “Annual Support Services Update.” I know, I think “Super Feature” sounds kind of awesome in retrospect, too! In any case, we canvassed some of the leaders in this space about what’s hot and new in 2013. As usual, for these oft-forgotten services, there is much to learn for marketers and front-end agencies alike. If you missed the link above, here it is: Powerful Triad Helps Create Successful Direct Campaigns
  • The bad news continued in our latest analysis of the DR industry’s quarterly media billings results. Taking a look at short-form DRTV billings’ 1Q 2013 results, a $185 million loss (17.5 percent) from the same quarter a year previous is obviously not the way the market wanted to kick off the new year. Falling below $900 million in total billings, the short-form market finds itself in a spot it hasn’t since 2006. For a full look at all the categorical and outlet results, here’s the link: Short-Form DRTV Billings Crash in the First Quarter
  • My Editor’s Note circles back to the power financial services marketers are wielding in the direct, digital and data driven space. Beyond the Annuity.com cover story and the financial services market feature in this issue, Response has featured financial services marketers — like this one and this one and this one — on its cover time and again in recent years. What does it all mean? If you missed the link to my the column above, here it is once again: Financial Services Marketers Lead the Way Into New Era

Thanks again for reading and interacting with Response!

Mar 18

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

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!