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Direct Response Marketing

Editor’s Note: All Polls Are Not Created Equal!

1 Sep, 2013 By: Thomas Haire Response


On September 25, Response and the Direct Response Marketing Alliance (DRMA) will honor the top 13 nominees for and announce the winner of the Fifth Annual DRMA Marketer of the Year Award (see page 8). The award recognizes — via an industry-wide vote — the best marketing company in the direct response business and will be presented during a special event at Las Vegas’ Vanity Nightclub at the Hard Rock Hotel & Casino.

As this award program has matured, I’ve noticed a growing connection between it and something else in my life that happens this time of year. Since 2000, I’ve served as a freelance columnist for a website that covers University of Southern California (USC) football. It’s a true passion of mine.

Just as we begin the process of selecting the DRMA Marketer of the Year nominees in the late summer, that’s about the time the conversation starts in earnest about ranking the top 25 college football teams in America. Intriguingly, our nominees are selected by an astute group of industry leaders — the Response Advisory Board — while the top 25 football teams in America are voted on weekly by panels of journalists, coaches and football emissaries.

Just as I am sure the members of our Advisory Board take the nominating process seriously, I am also sure that most football pollsters do their best to inform themselves before casting their ballots each week — though regional biases and a lack of exposure to certain teams can cause quite an uproar from time to time!

However, when college football gets down to the nitty-gritty of picking two teams to play for a “national championship,” it’s relied on a mix of those polls plus a series of computers to select the winners of that opportunity — which, if you pay any attention to the sport, you know has caused much controversy in recent years.

That’s where these stories diverge. With the DRMA Marketer of the Year, members of the direct response community really do have the final say in who earns marketer of the year. For the fifth consecutive year, ballots from an impartial online voting company were delivered to more than 5,000 eligible voters in late August. These voters are members of the DRMA, thought-leaders in the advertising community and marketers themselves — all of the most qualified folks to decide who wins the award. It’s your vote, which makes the DRMA Marketer of the Year your top marketer.

This is all part of our continuing drive to create “unity in the community” of direct response. We invest our time, our dollars and our good will in this business because we believe in it, and we feel that our DRMA members, advertisers and event sponsors are investing in the same when they invest in us.

We can’t wait to see you — and see whom you picked as our business’ top marketer for 2013 — in Las Vegas on Sept. 25!

— Thomas Haire, Editor-in-Chief

Twitter: @THrants


About the Author: Thomas Haire

Thomas Haire

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