Comments on: DRTV? You Bet http://www.electronicretailerblog.com/era/drtv-you-bet/ A place for interaction and debate on today's multichannel marketing and advertising issues Tue, 02 Dec 2008 03:44:36 +0000 http://wordpress.org/?v=2.3.1 By: Tim Hawthorne http://www.electronicretailerblog.com/era/drtv-you-bet/#comment-129 Tim Hawthorne Tue, 05 Feb 2008 17:10:15 +0000 http://www.electronicretailerblog.com/era/drtv-you-bet/#comment-129 ERA has smartly recognized that all advertising, including traditional DRTV is undergoing the most dramatic revolution ever. This isn't a simple "add one new medium" transition time, as in years past, from print to radio or radio to TV; it's a new world of interactive video advertising across TV, mobile and computer, in a new consumer centric world. Ignoring this seismic shift would relegate ERA and its members to eventual oblivion. I believe ERA continues to provide immense and valuable resources for traditional DRTV marketers while wisely initiating "new media" efforts in seminar and research report education, and bringing new media reps on the board. ERA has smartly recognized that all advertising, including traditional DRTV is undergoing the most dramatic revolution ever. This isn’t a simple “add one new medium” transition time, as in years past, from print to radio or radio to TV; it’s a new world of interactive video advertising across TV, mobile and computer, in a new consumer centric world. Ignoring this seismic shift would relegate ERA and its members to eventual oblivion. I believe ERA continues to provide immense and valuable resources for traditional DRTV marketers while wisely initiating “new media” efforts in seminar and research report education, and bringing new media reps on the board.

]]> By: Francine Murdock http://www.electronicretailerblog.com/era/drtv-you-bet/#comment-75 Francine Murdock Mon, 14 Jan 2008 22:14:37 +0000 http://www.electronicretailerblog.com/era/drtv-you-bet/#comment-75 I disagree - I think Ed is absolutely right. The association must keep up with the changes in the industry or it will become obsolete - just like the retailers and marketers who cling to the past. Change is painful but going out of business is even worse! Keep up the good work ERA. I disagree - I think Ed is absolutely right. The association must keep up with the changes in the industry or it will become obsolete - just like the retailers and marketers who cling to the past. Change is painful but going out of business is even worse! Keep up the good work ERA.

]]> By: Jeff http://www.electronicretailerblog.com/era/drtv-you-bet/#comment-71 Jeff Mon, 14 Jan 2008 06:08:52 +0000 http://www.electronicretailerblog.com/era/drtv-you-bet/#comment-71 Dear Ed, Your editorial sounds defensive. If members are saying the organization feels as if it is abandoning its roots to the point that you felt compelled to write about it means it, it is time to for you and the board to start listening. When push comes to shove the majority of the ERA leadership is made up of vendors to the DRTV industry and not the true "DRTV Retailer" that takes on hundreds of thousands of dollars in risk to launch a campaign. The present board of directors is trying to have DRTV retailers believe that Yahoo, Google, AOL, EBay, etc... are retailers. The truth of the matter is they are media sellers or vendors to the "DRTV Retailer". They risk nothing, there goal is sell the true DRTV retailers services at the highest possible price as they should. All of the above companies provide important services to the "DRTV Retailer" and when the services are used effectively it provides a nice ROI to the "DRTV Retailer". The current list of board of directors on the ERA web-site, indicates that at least 2/3 of the board is vendors to the industry. The educational program for for the Miami conference is overly represented by vendors. The "DRTV Retailer" has been left off the schedule, it would be nice to be able to hear practical case studies by actual DRTV retailers. I am sure that these sessions will be educational, but ERA does risk that the educational seminars come off as sales presentations by vendors. I was a member that felt that ERA was abandoning its DRTV members and for that very reason I did not renew my membership this past year. Dear Ed,

Your editorial sounds defensive.

If members are saying the organization feels as if it is abandoning its roots to the point that you felt compelled to write about it means it, it is time to for you and the board to start listening. When push comes to shove the majority of the ERA leadership is made up of vendors to the DRTV industry and not the true “DRTV Retailer” that takes on hundreds of thousands of dollars in risk to launch a campaign.

The present board of directors is trying to have DRTV retailers believe that Yahoo, Google, AOL, EBay, etc… are retailers. The truth of the matter is they are media sellers or vendors to the “DRTV Retailer”. They risk nothing, there goal is sell the true DRTV retailers services at the highest possible price as they should. All of the above companies provide important services to the “DRTV Retailer” and when the services are used effectively it provides a nice ROI to the “DRTV Retailer”. The current list of board of directors on the ERA web-site, indicates that at least 2/3 of the board is vendors to the industry.

The educational program for for the Miami conference is overly represented by vendors. The “DRTV Retailer” has been left off the schedule, it would be nice to be able to hear practical case studies by actual DRTV retailers. I am sure that these sessions will be educational, but ERA does risk that the educational seminars come off as sales presentations by vendors.

I was a member that felt that ERA was abandoning its DRTV members and for that very reason I did not renew my membership this past year.

]]> By: Sarah http://www.electronicretailerblog.com/era/drtv-you-bet/#comment-55 Sarah Mon, 07 Jan 2008 16:14:59 +0000 http://www.electronicretailerblog.com/era/drtv-you-bet/#comment-55 Indeed, you either have to keep up or you become obsolete. There's that great story about Henry Ford asking what consumers would like to see in his brand new car. At the time, not knowing exactly what a car was, many responded that they'd like a bigger buggy whip. ERA must ensure that its members remain on the proverbial crest of the wave, regardless of channel, through research, education, and networking so no one is smacking the back of their Smart Car with a whip! Indeed, you either have to keep up or you become obsolete. There’s that great story about Henry Ford asking what consumers would like to see in his brand new car. At the time, not knowing exactly what a car was, many responded that they’d like a bigger buggy whip. ERA must ensure that its members remain on the proverbial crest of the wave, regardless of channel, through research, education, and networking so no one is smacking the back of their Smart Car with a whip!

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