Sep 18

Response August: Dating, Gumballs and Storage Units

Response August 2015Since we sent the September issue off to print almost two weeks ago, I suppose I’d better get around to my quick recap of the August issue of Response. An intriguing, multifaceted cover story on Social Discovery Ventures, another digital marketer that’s found success by adding offline media to its mix, plus the usual array of news, research, and opinion, gives you plenty of reason to read on for more background on the latest issue.

  • At a trade show in early 2015, I met with Lindsey Carnett of Marketing Maven PR to discuss her client base and see if there might be an interesting story or two out there among them. Near the end of the meeting, Lindsey brought up a dating site client that was involved in sponsoring the international road rally Gumball 3000. She mentioned that this client — which turned out to be SDV, owner of and — not only had added a direct response TV campaign to its mix, but that it was inviting journalists to attend all or part of the nine-day, two-continent Gumball rally. During the next few months, with the help of Lindsey and former MMPR staffer Elizabeth Maxim, I was able to interview Anthony Volpe, SDV’s chief marketing officer, about SDV’s overall marketing plan, how a sponsorship of the Gumball event fit within that plan, and put together this feature on the performance-based aspects of their efforts. I also joined
    Hanging with Gumball 3000 founder Maximillion Cooper in Las Vegas on May 29.

    Hanging with Gumball 3000 founder Maximillion Cooper in Las Vegas on May 29.

    the final leg of the Gumball rally — from Los Angeles to Las Vegas, via Death Valley — on May 29-30 (and what an event that was: I’ll just leave this link to a piece from Eric Mack, one of my fellow journalists who was along for the ride) If you missed the link to the cover story above, here it is again: Racing to Success

  • Our writer Bridget McCrea — who was freelancing for the magazine prior to my arrival in 2001 and earns more than her keep every year — brings to life the natural fit of direct response as part of financial services marketers’ performance-based arsenal. For a long time, the financial services space — from local payday loan shops all the way up to multinational investment firms — have been leaders in using DR, and as services (especially online services) expand their power in the market, it’s no surprise that the financial space remains one of the most innovative users of performance-based tactics. If you didn’t already click the link above — here it is: Cracking the Code
  • Our monthly direct response TV and radio media billings recap takes a look at the first short-form DRTV results of 2015 — and some of you might want to look away. With a 12.8-percent decline, 1Q 2015 results were rather similar to the prior three-month period — 4Q 2014 numbers fell 12.7 percent. Total spending in 1Q 2015 short-form billings was the lowest recorded in any first quarter by Response since 2006. The results were intriguing in light of conversations I had during a recent visit to New York, where I met with a number of agency and network leaders. The buzz about the battle over what exactly constitutes a direct response TV campaign in 2015 was massive — and these reported results don’t exactly give lie to that buzz. For a more in-depth look at 1Q 2015 short-form DRTV media billings, click here: A Rough Start
  • If you remember one thing from my August Editor’s Note column, I’d suggest this: never fill up a 10×10 storage unit with 40-plus years of your life unless you want to spend four consecutive weekends clearing through its contents. If you missed the link to the column above, here it is once again: Slowing Down … to Pick Up Your Sales Pace

Thanks again for reading and interacting with Response!