MALVERN, Pa.—Robert Marsh, 83, founder of American Telecast Corporation, died of congestive heart failure, May 4th, surrounded by his family at his Pennsylvania home.

During World War II, he served in the Army Signal Corps in the Pacific Theater where he participated in several landings. He was awarded the Bronze Star. Marsh’s early career consisted of numerous entrepreneurial ventures. In 1975, he founded American Telecast, an industry leader in direct response marketing. The industry pioneer wanted everyone to succeed in business. He intuitively understood that if you help enough people to get what they want, you eventually get what you want.

Marsh is survived by Marjorie Damron Marsh, his wife of 61 years; two sons, John and David; and daughters, Karen Heft and Laurie Shipley; 11 grandchildren and nine great grandchildren. In lieu of flowers, contributions can be made to Operation Smile at 1-888-OPSMILE or 6435 Tidewater Drive, Norfolk, VA 23509.

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Well, it’s getting to my favorite time of year! No, I’m not talking about the NHL and NBA playoffs, although they’re a bonus. I’m talking about an annual tradition where the cherry blossoms accent our nation’s capital and ERA members congregate to discuss with lawmakers important issues that affect the very vitality of our industry.

I was lucky enough to be embraced by the direct response community about 15 years ago. And, in that time, I’ve seen a lot of changes that have been mandated down to us by the very people we put into office to govern us. Most legislation I’ve applauded because it makes us stronger as an industry and solidifies our future. Some I’ve scratched my head at and wondered why they came to the conclusions they did. In the end, I determined that you and I are ultimately to blame for their poor decisions. WHAT?! YOU? ME?? How can one person or an individual be saddled with this blame? But, in reality, standing idly by and not participating in the legislative process is why.

ERA realized this fact three years ago and put together the Government Affairs Fly-In. It is an easy way to make our voices heard. I was fortunate enough to be a part of the first session. I was absolutely giddy to be a part of something so important. Upon arriving for the day’s events, we were broken up into teams and assigned a lobbyist that would serve as our guide through the halls and administrative offices of Capitol Hill. Each lobbyist caught us up to speed on the pending legislation. That year, it was net neutrality and online taxes, and how we could present our side of the issue in a uniformed and concise manner. We were also given a list of our congressional and senate members we had prearranged meetings with. Participation, so far, in the legislative process was as easy as getting on the waiting bus outside the hotel that took us to Capitol Hill.

Once on the Hill, our teams split up and headed for our perspective meetings. Standing on the front steps of the Capitol, I couldn’t help but feel dwarfed by the immenseness of what I was about to do. On the bright, sunny day, I reached the top of the stairs and took one last look down the Mall with its monuments and reflecting pools and knew this was going to be a special day. Entering the building I couldn’t help but feel that this is what our country is about. Hundreds of people swirled around me as they swept their way to their destinations at all levels of the rotunda. What struck me the most was how relatively quiet it was. I could hear every step I made on the marble floors echo through the labyrinth of hallways. It served as a comforting melodic beat as I moved to my meetings.

My first meeting was with a well-tenured congressman from Arizona. He and his staff were warm with their welcomes when we arrived. When we sat down, they listened respectfully as each one of us presented our part of the solution to pending legislation. It was an easy-going give and take of dialogue as the topics of our industry rolled on. Before I knew it, an hour had passed and our points were presented satisfactorily. Each meeting afterwards progressed in the same manner, with each party treating the other with respect and quite a bit of admiration for the task at hand. It was, to me, the democratic process at its best and as it was designed to be.

Getting on the bus to head back to the hotel, I took a last look back at the lit Capitol, shining outward into the night sky, and reflected. I realized then that we all made a difference that day because we came to voice our opinion on subjects that were important to this industry and to our livelihoods. I can remember a time when I thought I was a part of the legislative process by merely voting for my representatives. But, I now realize that checking a box (or hanging chad) is not the end of individual responsibility in the legislative process—it is only the beginning. The next step is as easy as joining hundreds of your fellow colleagues and me, on May 20th, on Capitol Hill for ERA’s GA Fly-In. I’m hoping to hear more than my own footsteps echoing through the halls, but rather the thunderous roar of all of us marching to ensure we influence those who influence us. After all, we’re all in this together!

Scott Swanson is vice president of sales for Motivational Fulfillment and Logistics Services

Have you been the GA Fly-In before? What was your experience like?

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After talking with clients and mobile advertising firms over the past year, I wasn’t surprised to see that, in addition to its mobile website, Amazon will now offer a more interactive buying experience. In the new TextBuyIt program, customers text Amazon (262966) with the item name, UPC or ISBN code of a product they want to buy and Amazon replies with product information and prices.

What really caught my eye about Amazon’s new program is the method used for order completion—a phone call. While mobile is all the buzz, the challenge for direct marketers has been how to translate that buzz into real sales activity. Amazon’s approach is similar to one AIS uses with its mobile marketing partners and clients, which blends the ease of the mobile’s “click to call” with our IVR platform to allow prospective customers to complete their transaction quickly and easily via a phone call. (Please note that mobile Click-to-Call is NOT the same as online CTC.)

Research shows that customers are already using mobile as a way to respond to ads they see on TV and that number is growing. For certain age groups, mobile texting far surpasses traditional phone and e-mail as the primary method of communication. But when prospective customers try to buy, they are often directed back to the online website or to a mobile website transferred directly over from an online site, with little consideration to the size limitations of the mobile screen. And almost always, there’s no clear and easy way to buy.

Amazon’s introduction of a phone component to its mobile offering and feedback we’ve received indicate that the nascent mobile e-commerce component is still a work in progress. That’s where the direct response industry can take the lead—bringing clarity and years of acquisition experience—to help mobile marketing deliver sales, not just buzz. With higher click-through rates than online and a captive audience, mobile has great potential to capture customers at the moment they want to buy.

Mike Ferzacca is CEO of Advanced Interactive Sciences

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Pick up the newspaper: Our country and the world are in a state of anxiety about the economy, especially in light of a potential recession. What does that mean to us as marketers? Just how does the recession affect direct response advertising? Recessions are different from other economic downturns and need to be approached differently, but there are ways to weather the storm.

History teaches us that recessions reward the aggressive advertiser and penalize the timid one. Indeed, firms that maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising.

By 1985, sales of companies that were aggressive recession advertisers had risen 256 percent over those that didn’t keep up their advertising. Why? One reason is that a recessionary market can provide an opportunity for businesses to build a greater share of market through aggressive advertising. Sometimes, we need to remind ourselves about the short-term benefits of advertising: It creates sales immediately; it generates added business from current customers; and it brings in new leads and prospects. In short, as one marketer pointed out, “When times are good, you should advertise. When times are bad, you must advertise.”

One trait of a true recession lies with shifts in consumer patterns. We can no longer expect even our core base of customers to behave in ways familiar to us and comfortable to them. Preparing for changes in consumer behavior will allow us to jumpstart new messaging, platforms and technologies—when this makes strategic sense—to capture the attention of both loyal and new customers. One false assumption is that it’s safe to reduce the advertising budget if the competition is reducing theirs. Research shows that companies maintaining or increasing advertising during periods of economic slow-down will boost market share. (more…)

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Is your company trying to make a more concerted effort to look outside for new products? These days, most businesses are. Fact is, not all good ideas come from inside your company, and it’s smart practice to be on the lookout for innovations available to license. Not only does this strategy help you discover fresh ideas, it also can lead to a more cost-effective way of finding new products.

Unfortunately, new product ideas probably aren’t going to fall into your lap. Your company needs to take a proactive approach, methodically seeking out new ways to find product ideas. One good place to start is at trade shows and especially an invention trade show. Trade shows provide businesses with a lot of new ideas in one place. Many of the innovations exhibited at trade shows are available to license, so in the span of a day or two, you can view hundreds of potential new products.

Many of these types of events are actually specific to inventions seeking licensors or manufacturers. You never know…you just might find your next hit product.

Nicole Hait is director of INPEX

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In preparation for our upcoming May “Green Issue,” we have just one question for you: What has your company done to go green? From retailers to suppliers, if there is an element of your business that’s done something positive for the environment, we want to hear about it! Simply click the comment link below or e-mail Vi Paynich, editor-in-chief, at vpaynich@retailing.org. We may include your story in the issue.

Vi Paynich is Electronic Retailer’s editor-in-chief

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Breaking it down, I will try to provide a brief explanation on what all this talk concerning credit card compliance is about and what it means to direct marketing companies, now and in the future, and most importantly, how you can tell who is and who isn’t compliant.

First, the acronym PCI DSS stands for Payment Card Industry Data Security Standard. The standards inherent are set and endorsed by Visa, American Express, Discover Financial Services, JCB and MasterCard Worldwide. In other words, ALL OF THE MAJOR CREDIT CARD COMPANIES.

The simple goal is to safeguard consumer credit card information and personal data by developing rigorous security standards for all LEVEL 1 processing companies. What is the definition of a LEVEL 1 processing company? Boiled down, it is any company that handles and stores your credit card data. So, your fulfillment company, your telemarketing company and any database company that falls within that definition needs to be certified. The company needs to be LEVEL 1 certified, 3rd Party assessed. Being self-assessed does not make a company compliant. Go to Visa website www.visa.com/cisp to see if your vendors are compliant.

It is your obligation to ensure your vendors are LEVEL 1 compliant, certified and on the list. If not, you’re exposing your company to BIG $$$ FINES. Any breach by any of your non-compliant vendors will cost you and in the future, all non-compliant companies will be levied hefty fines. Call your merchant processor and check your merchant agreement for details. All compliant companies must be validated by Trustwave Trusted Commerce or a PCI-approved auditing firm. Once validated, they will prominently display the validation seal on their website and other media.

George Fanolis is vice president of business development for Fosdick Fulfillment

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I recently heard a statistic that 76 percent of consumers don’t trust advertising. Ouch, that’s gotta hurt. This means that your industry’s credibility is only slightly more viable than Hillary’s sinking odds at snagging the Democratic nomination.

Just when you think the direct response industry, or the advertising industry at large, have finally gained some street cred, we get sacked with more FTC complaints against Kevin Trudeau or revelations that Lipitor ads featuring Dr. Robert Jarvik are misleading.

There’s a reason why “Saturday Night Live” has consistently come up with relevant material to ridicule the ad industry…we practically spoon-feed it to them.

All jokes aside, enough is enough! Join ERA and Electronic Retailer at our upcoming events, where you have the power to learn about and change the course of your industry.

April 30, NYC – ERA Legal Series: Practical Knowledge for the New Technology Landscape

The seminar will shed light on the most recent FTC developments and offer practical insights and in-depth legal solutions in the area of emerging technologies, notably behavioral advertising.

April 31, NYC – Electronic Retailer LiveEdit Lab

Discover the fate of paid programming at our Executive Media Summit, followed by a day of relevant sessions geared to keep your business ahead of the game and afloat in times of economic uncertainty.

May 20, Washington, D.C. – ERA Government Affairs Fly-In

Finally, if you truly want to be involved and have your voice heard on behalf of the industry, join with your colleagues as we teach you the legislative issues facing your business. You’ll then be paired into groups with a seasoned lobbyist to meet with your elected representatives in Congress on Capitol Hill to voice your concerns.

It’s your industry; perhaps it’s time to take some ownership.

Pat Cauley, eMedia Editor, Electronic Retailer Magazine

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