Category Archives: Advertising and Marketing

Aug 22

Response August: Made in the Shade, Short-Form DRTV Billings and Olympian Examples

Posted on by

Here’s a look at some of the key pieces of Response‘s August issue.

Jonathan Hershberg and SunSetter headline this month’s issue.

  • Our cover story on SunSetter Products and its co-founder Jonathan Hershberg came to us via the team at DRM Partners and Pro Media Group. Fortunately, it came together much more quickly than planned, as we were looking at a late fall timeframe for this piece originally. But if you’ve spent any time in the media business, you know just how often things can fall through at the last minute. That happened to us with this issue, as our original cover bailed just before deadline. However, credit to the DRMP team and Hershberg for jumping at the opportunity with an intriguing story about a product not many would have thought would work in DRTV. Not only did SunSetter create a brand, it basically created its own home product category: retractable awnings. If you missed the link to the story above, here it is again: DR Shines Bright for SunSetter
  • With some staff shake-ups, it’s once again my full responsibility on the magazine to handle analysis of our quarterly media billings results. In the August issue, that means dissecting 1Q 2012 short-form DRTV results, courtesy of Kantar Media. Coming off a fantastic 2011 (especially in the second half, where year-on-year results were up nearly 10 percent on 2010), it was great to see that 1Q 2012 held strong, losing a microscopic 0.8 percent. For a full look at all the categorical and outlet results, here’s the link: 1Q SF DRTV Billings Hold Steady
  • Finally, the London Olympics, NBC’s coverage and a powerful Twitter presence inspired my August Editor’s Note. NBC’s tape-delayed and heavily slanted coverage of the games roiled many early on, as the Twitter hashtag #NBCfail enjoyed a solid multi-day run trending worldwide. However, Twitter was also abuzz with overall Olympic discussion, and mobile usage of the social media tool was a key driver to NBC’s eventual ratings haul that broke viewership and ad sales records. Is this combination of TV, social and mobile something that DRTV marketers can learn a lesson from? If you missed the link above, here’s my take: Controversy Over NBC Olympics Coverage Gives Marketers a Golden Message

Thanks again for reading and interacting with Response!

Jul 25

Response July: Swimming With a Shark and the Power of Family

Posted on by

This time, I made it before the end of the month in question! Here’s a look at some of the key pieces of Response‘s July issue.

Daymond John

Daymond John graces Response’s July cover.

 

  • Our cover story on FUBU Founder Daymond John came to us via one of our best and longest-termed Advisory Board members, Mike Medico of E+M Advertising. This one was a long haul, as we spent about five months with John‘s team working out timing of the story, while also trying (but not quite succeeding … this time) to bring him in as a speaker at Response Expo 2012. The E+M team was a fantastic helper in moving along the negotiations, along with John’s very accessible PR group. The interview was a pleasure, as the star of ABC’s “Shark Tank” spent extra time explaining his business interests and chatting about his initial toe-dip into DRTV. He’s a very interesting man, and with the help of long-time Response freelance photographer Dario Acosta, I think we were able to capture a story that lives up to John’s track record. If you missed the link to the story above, here it is again: Swimming With Sharks
  • A feature I didn’t write but was excited to shepherd along was the story about a new generation of direct response industry offspring taking on leadership roles. The idea was pitched to me originally by the always imaginitive Karla Crawford Kerr of Hawthorne Direct (who, with Tim Hawthorne and Jessica Hawthorne-Castro in the house, sees one of these relationships up close just about every day). Along with freelance writer Doug McPherson, we found a great cross section of families hard at work in DRTV, and actually queried another great 5-7 families who didn’t respond to be included. Don’t miss this one: All in the Family
  • Finally, both of those stories helped inspire my Editor’s Note column for July. The ideas of doing good business and doing business well often seem to clash in this age of overwhelming corporate greed. To see the success stories on display in this issue featuring a taste of family kindess and care is inspiring, especially during times where many of us could use the inspiration. To check out my column, once again, here’s the link: From Bloodlines to the Bottom Line

Thanks again for reading and interacting with Response!

 

Jul 07

Response June: Money Mailer, Social Media and a Growing Market

Posted on by

Better late than never, here’s a look at my work in Response‘s June issue!

Money Mailer’s Chris Rimlinger leads Response’s June issue.

Our cover story on Money Mailer’s marketing leader Chris Rimlinger was a bit of a late bloomer, coming to us after a couple of other opportunities dropped out. But that turned out to be a lucky break, as Rimlinger was a pleasure to deal with and a very thoughtful interviewee. Not only that, but the size and scope of Money Mailer as a direct response marketer, via print, Web and mobile, was a surprise to me once we delved into the story. Money Mailer not only services hundreds of local communities across the U.S., but it’s also one of the leading franchise ownership opportunities in the country. To learn more, here’s the link once again: The Deal Is in the Mail

The latest Response Advisors’ Forum, about the growing power of social media, became a Web exclusive when the print version was cut for space. But that allowed for us to run all of our experts’ answers in their entirety. As usual, the opinions were varied as some believe social media is a perfect DR outlet whose measurability is truly underrated at this moment. Meanwhile, others still have questions about social’s viability as a standalone DR opportunity. To hear from the industry’s experts on social media in DR, click here: A Social Solution

Finally, my Editor’s Note column for June talks about some of the positive financial statistics that are trickling out in the DR space of late, questioning why so many folks you speak with in the industry still seem to downplay the industry’s health. The idea came up when researching recent media stats for a different project, but those numbers are hard to dispute: direct response is getting healthier every day, and often at a faster pace than other, more touted marketing mechanisms. To read my thoughts, here’s the link: Most DR Indicators Are Up

Thanks again for reading and interacting with Response!