Feb 24

Response February: A ‘Premera’ Marketer; New Hall of Famers; and Not-That-Bad Media Billings

The February issue of Response debuted in print a couple of weeks ago and hit the Web last week. I’ve finally been able to clear some time today to give you my monthly glimpse at back story on the issue, including the cover feature highlighting Premera Blue Cross (and VP/GM Jim Havens), the new class of inductees for the DR Hall of Fame and more:

  • About four months ago, we got a call from Sean Fay of Envision Response in Seattle. Sean’s been a long-time friend of Response, going back to his days with Cesari Direct. He was really excited about the work he’d just done with Premera Blue Cross, the Blue Cross health insurance organization serving Washington and Alaska, and believed they’d be interested in talking about their campaign for some newly tweaked Medicare offerings. After I was connected with Amy Carter, a key PR player for the insurer, the story came together without a hitch. Havens, who headed up the Medicare Advantage product launch, was open and forthright about the challenges Premera faced and the work that both Envision and agency DMW Direct did to help make its multi-channel campaign a success. If you missed the link above, here it is once again: A Direct Advantage
  • Our Field Reports news section is a hearty one this month, led by the announcement of the 10 inductees selected to join the Direct Response Hall of Fame on May 1 at Response Expo in San Diego. With a nominating process headed by the Response Advisory Board, this group of inductees joins our inaugural group of nine who were inducted in 2013. Not only will the induction event happen at the Expo, but a very special panel discussion featuring six of the inductees will take place just prior to the ceremony. In sadder news, we say goodbye to one of the “As Seen On TV” industry’s founding fathers, Mike Ackerman, who passed away in January. If you missed the link above to these two big stories (and more), click here to take a look: Field Reports February
  • When I received the initial 3Q 2013 short-form DRTV media billings information from Kantar Media, the decline was eye-opening. After all, the year’s first two quarters had been a struggle for all media billings areas we cover. But these were brutal. Fortunately, the Kantar team sent a note along, not too far after the initial E-mail, with an explanation for its change in methodology late in 2012 that is playing a role in the losses it’s reported so far in 2013. So, while short-form media billings are still down — and the market is mirroring the long-form space by moving more of its dollars away from the expensive cable space — the losses aren’t as horrifying as once believed. For more on 3Q short-form DRTV billings (and Kantar’s explanation), click here: Kantar Clarifies Dour 3Q Short-Form Results
  • Finally, my Editor’s Note riffs on how healthcare marketers — forced to become more agile and more aggressive due to the new Affordable Care Act and an aging populace — are becoming the leaders in showing all vertical markets how best to become direct, digital, data-driven marketing experts. The timing couldn’t be better, coming along a month after the debut of Response‘s new look and new tagline. In addition to our cover feature on Premera Blue Cross, the issue also includes a feature on how an array of healthcare marketers are finding new ways to gain and maintain customers. For more of my thoughts, here’s the link once again: Healthcare Marketers Point the Way to Marketing’s Future

Thanks again for reading and interacting with Response!

Jan 13

Response December: Christmas Trees, IMS’ Annual Rankings and a Little Bit of AP

Though the December issue of Response has been available online since prior to the holiday break, it’s time for a quick look back before we move along into 2014. Hopefully, if you’re one of our readers, you’ve taken a good look at the issue, but — if not — here’s some back story on the cover feature highlighting Balsam Brands entrepreneur Thomas Harman, as well as a number of the other key pieces in the issue:

  • THOR Associates’ Fern Lee, a member of our Response Advisory Board, can take great credit for the timeliness of our December cover story about Redwood City, Calif.-based Balsam Brands and its dip into the DRTV waters for its Balsam Hill line of high-end artificial Christmas trees. Harman, a business leader with a great entrepreneurial spirit and vision, founded Balsam Hill as an E-retailer in 2006 and saw the company grow exponentially in its early years. But after what might be called a slight misstep into DRTV in late 2012, the Balsam Brands team connected with THOR on a much more well prepared and researched campaign for the 2013 holiday season. If you missed the link above, here it is once again: ‘O, Christmas Tree …’
  • For the 12th consecutive year, IMS has provided its exclusive list of the top 50 long-form and top 50 short-form DRTV campaigns of the year to Response! Once again, health-and-fitness, housewares and beauty products are among the leaders in both categories. The IMS team also provides an intriguing look back at the top 5 long-form products for the past 10 years, and — for the first time — a look at the U.S. Hispanic market. Of course, you’re probably just asking yourself, “Who’s No. 1?” Well, if you missed the link above, click here to find out: The IMS Top 50 Infomercials and Spots of 2013
  • AP’s Bruce and Robin Stone.

    This month, the DRMA Spotlight is turned on Simi Valley, Calif., call center Applied Perceptions. Founded by husband-and-wife team Bruce and Robin Stone in 2001, AP — as they often call it — prides itself on being a profit center for clients, due to its powerfully specialized agent corps and ability to provide both sales and customer service capabilities for marketers of all shapes and sizes. If you missed the link above to this special update, click here: Built From the Ground Up. If you’d like to watch the video interview I conducted with Bruce Stone, click here: DRMA Spotlight Video — Applied Perceptions

  • The 2Q 2013 DR radio media billings results, provided by Kantar Media, finally provided a small ray of hope to what’s been a troubled media landscape throughout much of the year. The market was up an impressive 22.8 percent for the quarter, which made it DR radio’s best second quarter in six years. For a full look at all the categorical and outlet results, here’s the link: 2Q 2013 DR Radio Media Billings Rise 22.8 Percent
  • My final Editor’s Note of the year seeks to sound a call to marketers across the direct, digital and data-driven landscape to look ahead — not back — and use the power of their position to help drive the new marketing universe. It’s unimaginable to me how often I hear folks in our world yearn out loud for the simpler times of the past — the good old “As Seen On TV” days — rather than focusing on how they can best be positioned to not only take advantage of new technologies to improve their businesses, but actually take their experiences and become the leaders they should be in this new age of consumer-driven marketing. If you missed it above, here’s the link: DR Marketers Must Choose the Future

Thanks again for reading and interacting with Response!