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<$currentmonthname$> <$currentday$>, <$currentyear$> PowerPay Direct is the only single source provider solely dedicated to the Direct Response industry, with a wealth of DR knowledge we love to share! We want to help take your DR business farther, faster. PowerPay Direct goes beyond payment processing to help increase your sales... and your success!
We recently attended the Great Ideas Summit 2010 in the Big Easy. According to ERA, this was the highest attended mid-winter event in ERA history! The show was bustling with companies from around the world eager to network and create new partnerships. There were a number of opportunities to network at this show including the Jazz Dinner on the Mississippi River, networking breakfast and lunch and of course the closing reception. Thanks to these events, we met with a number of companies ready and excited to collaborate with us. ERA had great educational content that addressed the hottest issues facing the direct-to-consumer industry.
Industry Expert Spotlight: Cesari Direct Not everything fits under one umbrella. The same can be said about the different items and services sold via a DR campaign. It’s not accurate or wise to bundle every product under the DR umbrella and label them as emotionally purchased mistakes. However, a recent front-page magazine story did just that. DR has been a critical avenue for early stage businesses and creative entrepreneurs to expose their products and services. In a nutshell, DR has provided these people with a working vehicle that allows them to drive on the same track as some of the world’s biggest names. In 1995, Max Appel was mixing OxiClean in the garage of his Denver home. He took his product to county fairs, home shows and eventually to the Home Shopping Network. He was able to immediately measure his results and gauge his expenditures. They then used DR television commercials to drive retail sales. He chose DR because it was the only proven strategy that allowed him to reach his financial goals and establish name recognition. The parent company, Orange Glo International, was sold in 2006 for $325 million. The rest is history. Let’s remember that the average consumer feels more comfortable (and can save travel time and fuel) by making a buying decision in the comfort of their own home (via phone or web). The message and reasons to purchase can be provided through television, radio, print publications, mobile networks and personal computers. DR allows for home demonstrations without answering the door or ushering a stranger into your home. With DR, all clients - from Fortune 500 companies to backyard innovators - are able to control, target and measure their money. DR levels the playing field and offers a unique opportunity to build a brand. Tim O’Brien is vice president of business development for Cesari Direct, the Seattle-based company that helped promote some of the more useful and popular household products ever brought to market, including The George Foreman Grill, The Rug Doctor and Oxiclean. Do you have expert advice in the Direct Response industry that will benefit our subscribers? Be a part of our Industry Expert Spotlight by emailing Seth Proper at sproper@powerpay.biz for details.
Featured Article: Optimizing Your Media Spend with Performance-Based Advertising Today’s marketers want accountability from their agencies, demanding to see a return on investment (ROI) for their marketing dollars. According to the Television Bureau of Advertising (TVB) and National Cable of Television (NCTA), respectively, advertisers spent over $73 billion on television advertising in 2008. But which part of that $73 billion drove sales and which part followed you and me out the door when we went to the kitchen to get a snack during a commercial break? Well, if you had been utilizing performance-based advertising, you might actually be able to answer that question. More Accountability
Performance-based advertising is an effective method for advertisers to leverage their marketing dollars by only paying when a desired action is achieved. This has been a proven method for promoting brands while delivering increased leads and sales. The trick is focusing on primary and secondary dayparts; a time period for which audience estimates may be reported (e.g., Monday-Sunday 6AM-Midnight, Monday-Friday 6AM-1OAM, Monday-Friday 6AM-7AM); that are more brand-friendly, while also integrating both long-form programming and short-form spots that have less messaging and a simpler call-to-action. In an age when marketers are demanding great accountability, performance-based advertising can and will deliver ROI in a way that traditional brand advertising never will. *Originally appeared in the January 2010 edition of Electronic Retailer Magazine By: Michael Goodman, Senior Director of Analytics, Mercury Media Boston
International Home & Housewares Show in Chicago, March 22-24 Join your PowerPay Direct team in Chicago for the world's largest marketplace of homegoods professionals held in the McCormick Place Exposition Center. Every year, 60,000 of the world’s most important industry professionals gather to explore new creative business opportunities as well as strengthen existing relationships. ad:tech 2010 Conference in San Francisco, April 19–21 Join the PowerPay Direct team in San Francisco for the largest gathering of online marketers! All Media Brands, agencies, publishers and service providers come together to share, network, learn and do business. Response Expo 2010 in San Diego, May 11-13 PowerPay Direct will be at booth #117! Come join us to see and experience the latest and greatest products, technologies and services in the Direct Response industry. To schedule an appointment with the PowerPay Direct team at any of the upcoming shows indicated, please contact sproper@powerpay.biz
Give us a shout – we look forward to working with you! Call us, email us or visit us online!
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