In this ERA Minute, Scott Richards, “The Optimizer” and CEO of Dial 800 explains how a repeater number can deliver dramatically improved results for a DR campaign.
Archive for January, 2010
Repeater Toll-Free Number Delivers 69% More Calls
Wednesday, January 27th, 2010
Shine Your Light for Beacon of Hope: Time Is Running Out!
Wednesday, January 20th, 2010
It has been over four years since Hurricane Katrina devastated New Orleans. As we’ve been so poignantly reminded in recent days with the devastating earthquake in Haiti and its aftermath, such disasters can seem overwhelming, yet there is also a sense that if each individual contributes something of their gifts to the greater good, that the collective effort will aid those in need in some small way. That’s why I hope you’ll join at least 60 other ERA colleagues who have signed up to support Beacon of Hope, which assists neighborhoods still devastated by Hurricane Katrina. On Sunday, January 31, before the Great Ideas Summit kicks into full gear, members of the direct marketing community will band together to help homeowners with such tasks as painting, landscaping, minor demolition, clearing and general rebuild work. No experience is necessary and lunch, transportation and a donation to Beacon of Hope will be provided. Only a handful of slots remain, so if you’d like to be a part of this team, contact Jamie Hill at jhill@retailing.org or 703-908-1026.
January 2010 Issue Now Available Online!
Friday, January 15th, 2010
Electronic Retailer’s January 2010 issue featuring Jeff Taylor (founder of Monster.com and CEO of Eons.com) is now available online. For more information on Jeff’s upcoming keynote address at the ERA Great Ideas Summit, click here.
New Strategies Used in Spending this Holiday Season
Tuesday, January 5th, 2010
The economic downturn first hit just before the holidays last year and companies were by no means eager to continue to throw money into advertising when it was clear no one was buying.
Consumers and companies alike were panicking, and everyone stopped spending. This year, though, we may be seeing the economic boost the holidays have always promised – and we might be getting that present a little early.
A wide range of retailers put money into holiday campaigns, and they showed more enthusiasm for spending ad dollars than they have in previous years, especially in TV.
The Gap, for example, hasn’t bought television ads for two years, but returned to the tube this year with a new campaign. Wal-Mart, K-Mart and other bargain-priced stores pitched the savings tip hard this year, as consumers cautiously began to spend money again while sticking within their budget.
By positioning themselves as the places where consumers can get the most bang for their buck, both stores hope to see a good return on their ad investment.
Best Buy, J.C. Penney, Home Depot, Lowe’s, Sears, OfficeMax and many others jumped on the ad bandwagon. While strategies and ad mediums differed, the message was the same: Spend money this holiday season, but shop here and you’ll spend much less.
I think you will see an extension of this message following the holidays, to try and tap into a more cost conscious consumer mentality even as the recession recedes. Retailers and marketers who can effectively position their products and services as good values will have more success in today’s challenging marketplace.
Peter Koepell is the President of Koeppel Direct and has over 25 years of advertising, marketing and media experience.
