Thursday, October 30th, 2008
The Electronic Retailing Association (ERA) has named Julie J. Coons as its new president and CEO. Ms. Coons will lead the not-for-profit trade association, which represents the $400 billion direct-to-consumer electronic retailing industry. ERA represents more than 400 companies in more than 40 countries around the world.
“The Electronic Retailing Association plays a pivotal role in the emerging retail landscape,†says Coons. “Emerging technologies present new touch points for retailers to connect directly with consumers. Through its educational offerings, award-winning magazines and other publications and robust government affairs programs, ERA offers a path to profitability in the marketplace of the future for its members, while ensuring that the retailers are operating on an open and level playing field. ERA’s conventions—both in the U.S. and Europe—its government affairs conference, its e-learning offerings and networking events create a community of entrepreneurs on the leading edge of e-commerce with a unique vision of the future of retail.â€
Edwin Garrubbo, immediate past chairman of the board of ERA and president and CEO of Creative Commerce, was head of the search committee for the position. “We are very pleased that ERA will be led by an executive who combines an understanding of the potential of our dynamic and fast-growing industry with a proven track record in association management and growth,†says Garrubbo. “Ms. Coons’ government affairs background and convention experience make her the perfect candidate to head ERA. We are confident that her leadership will significantly strengthen ERA’s ability to be a critical force in advocating for its members and expanding ERA’s excellent slate of benefits to further serve its members’ needs.â€
Prior to joining ERA, Ms. Coons served as CEO of the Tech Council of Maryland (TCM), Maryland’s largest technology trade association with more than 500 members in Maryland, Virginia and the District of Columbia. During her four-year tenure at TCM, Ms. Coons improved the financial health of the association, streamlined governance processes and oversaw the re-branding of the organization. (more…)
Tags: , Direct Response, ed garrubbo, Electronic Retailer, electronic retailing association, ERA, julie coons, tech council of maryland
Posted in Advertising, Direct Response, ERA, Electronic Retailer, Europe, Government Affairs, Infomercials, Marketer, Mobile, Online, Payment Processing, Radio, Research, Retailer, Social Networks, Support Services, Video, Web Analytics | No Comments »
Monday, April 21st, 2008
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.â€
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…)
Tags: Advertising, creative commerce, Direct Response, ed garrubbo, ERA, recession
Posted in Advertising, Branding, Direct Response, ERA, Infomercials, Marketer, Research, Retailer, Social Networks | 3 Comments »
Monday, January 7th, 2008
Some say that ERA appears to have abandoned its original DRTV members in favor of online technologies and advancements. I want to say without any qualms that ERA has not abandoned the DRTV segment of the membership at all. Indeed, DRTV is alive and well at ERA and the association’s commitment to it is demonstrated in many of its offerings, from education and research to the self-regulatory program, and to government affairs advocacy.
At the Annual Convention last September, the Opening Session was dedicated to three celebrities who use television to sell their products primarily through infomercials, as well as interviews with the CEOs of HSN and ShopNBC, both live television shopping channels. In the third quarter of the year, ERA commissioned a research study on The Evolving Role of Direct Response Television in Multichannel Marketing Execution. The research demonstrated that DRTV continues to grow as a marketing medium, but concludes that it has evolved into a driver of multichannel marketing. More significant, in order to make DRTV profitable on the front end, while also driving a multichannel marketing strategy, it shows that DRTV marketers are accelerating their adoption and customization of emerging technologies, especially in the interactive sphere. (more…)
Tags: creative commerce, drtv, ed garrubbo, ERA, Marketer, Retailer
Posted in Advertising, Direct Response, ERA, Government Affairs, Infomercials, Marketer, Retailer | 5 Comments »
Wednesday, December 12th, 2007
ERA Chairman Ed Garrubbo of Creative Commerce, CEO of IAC Retailing, which includes HSN, Mindy Grossman and ERA’s President and CEO Barbara Tulipane pose with Internet and political icon, Arianna Huffington at ERA’s Annual Leadership Dinner.
IFS’ Andy Arvidson takes a candid shot with ERA’s Robin Greenspan
ERA Board Members Lee Swanson & Fern Lee
Tags: andy arvidson, arianna huffington, barbara tulipane, creative commerce, ed garrubbo, ERA, fern lee, hsn, iac, lee swanson, mindy grossman, robin greenspan
Posted in ERA, Just for fun..., Photos | 3 Comments »
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