Response’s November issue hit the web and mailboxes during the past two weeks. Here’s something to consider: in our four feature stories, we cover the housewares market, the medical equipment space, the travel marketing world, and home shopping/e-retail. Even for our team, that’s some impressive breadth. That’s not to mention this month’s research and opinion pages. Suffice it to say, we packed a lot into a tight 52 pages. If you want to hear more about how it came together, read on:
- If you are in the habit of listening to your car radio, there’s a high likelihood you’ve heard a Boll & Branch ad. I can’t remember the last time I was in my car heading to our Orange County office on a Monday morning and didn’t hear a B&B ad on one of Howard Stern’s SiriusXM channels. So when I went to the IRCE show in Chicago in June, I made sure to head to the educational session featuring Scott Tannen, co-founder and CEO of the company. In the days thereafter, I reached out to Tannen’s team to see if they would have any interest in a cover feature on their performance-based marketing efforts. Very quickly, the PR liaison for the company, Dillan Arrick, was on the job. Timing was the issue, which is how many of our cover stories — this one included — take five or more months from genesis to print. Scott, his wife Missy, the company’s co-founder and president, and Dillan could not have been easier to work with. And this story is not only a great testament to performance-based metrics building a huge housewares e-retailer, it’s also a feel-good piece about a company that does things the right way. If you missed the link to the story above, here it is once again: Balancing More Than Sheets
- Think of your own needs and desires when you travel. Are they more about convenience or comfort? Service or luxury? Now, multiply those by the choices of billions of others and you’ll understand the challenges travel marketers face in today’s consumer-controlled marketing world. Make promises … at your own peril. Our Nicole Urso Reed dove into the space for this feature, chatting with marketers from across the travel spectrum to find out what’s working — and what isn’t. In case you skipped the link above: Total Immersion
- Another key member of our team of contributors, Bridget McCrea delved into the rapidly changing world of home shopping. With the expansion of Amazon, long-time home shopping leaders like HSN and QVC have had to nimbly adjust their business plans. And, just as they’re gaining comfort as multichannel e-retailers, along comes Amazon again — now with its own online “home shopping” programming. What’s next in the home shopping world? Here’s that story link again: The ‘Amazon-ing’ of Home Shopping
- Our Doug McPherson‘s outstanding case study on the truly intriguing birth and success of the HurryCane, is not your average “bring a hot new product to market” story. From the why and the when to the how and the who, the success of this medical equipment legend took many hands. If you missed the link above, click here: How a HurryCane Forms
- Our monthly direct response TV and radio media billings return to the short-form DRTV space for second-quarter 2016 results. And though those results show the least-steep decline in more than a year, short-form DRTV — at least according to how Kantar Media measures it — continues to flounder. Is it an issue of what Kantar’s measuring — to wit, are its parameters for a direct response spot too narrow in today’s performance-based marketplace? We’ve heard rumblings from readers about this, and we’re not wholly unconvinced. For a full look at 2Q 2016 short-form DRTV media billings, click here: Short-Form DRTV Media Billings Continue to Fade
- Other key items in this month’s issue include:
- An intriguing En Español column from Omni Direct‘s Denira Borrero — the reigning DRMA Member of the Year — contends that the Hispanic consumer may be at the tipping point of its burgeoning importance in 2017.
- Venable attorney Leonard L. Gordon digs deeper into the growing case load around cognitive performance claims in advertising.
- Finally, in my Editor’s Note column, I ask marketers and other leaders in our space to look ahead — at 2017 and beyond — after spending months spellbound by the most memorable and most embarrassing election cycle in modern U.S. history. We, as an industry, have plenty of challenges — and opportunities — to focus upon in the coming months and years. Let’s get to them! If you missed the link above, here it is: Now That That’s Over …
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