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Direct Response Marketing

Editor's Note: A Commitment to Marketers and Service Providers Drives Our Business

1 Sep, 2012 By: Thomas Haire Response


Thomas HaireThis month, Response and the Direct Response Marketing Alliance (DRMA) will honor the top nominees for and announce the winner of the Fourth 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 the Paris Las Vegas resort’s Chateau Rooftop, on Sept. 12.

The DRMA Marketer of the Year Award has quickly become the most coveted single award in the direct response business, as a record number of initial nominees named by our esteemed Advisory Board gave way to an all-time high of 17 entrants into the competition. It’s no surprise that DR marketers — the lifeblood of the industry — have lined up to be honored, as it’s been the Response Group’s continued goal to keep the highlight on those marketers and their wisdom for much of the past decade.

At the same time, we’ve also worked hard to create opportunities for the agencies and service providers in the DR world to meet those marketers, hear their stories and share business ideas among themselves. Between Response Expo, which celebrated its sixth annual event in San Diego this past May, our quarterly networking events around the country and opportunities to share their own expertise in these pages, the companies that make those marketers’ successful campaigns go remain a massive part of our Response family.

That’s why, a year ago, we decided to complement the Marketer of the Year award with a new DRMA Member of the Year honor. Announced in December, the first Member of the Year was decided by the Response team, based on service to the DR industry and promotion of the DRMA’s goals. This year, we are involving the entire DRMA membership in that process. In the weeks following our Marketer of the Year event, DRMA members should expect to hear more about the program and how they will be a part of selecting this year’s Member of the Year.

This is all part of our continuing drive to create “unity in the community” of direct response. Like most of your businesses, the Response Group is a for-profit business, one that cannot survive, let alone prosper, without the success of the direct response community. We invest 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. Only together can the industry — and Response — work to take on the challenges facing the business (see page 38) and build a better DR industry for tomorrow.

In that spirit, we look forward to seeing you at the Fourth Annual DRMA Marketer of the Year Award event. We can’t wait to see you — and see who you picked as our business’ top marketer for 2012 — in Las Vegas on Sept. 12! 

Follow me on Twitter at: @THrants

About the Author: Thomas Haire

Thomas Haire

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