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
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!
Great thought leadership, Tom. Balsam Brands is an excellent client and fantastic case study for how to drive viewers online for ROI. At THORASSOCIATES.com we further share the opportunities for direct response strategy.