Editor's Note: Housewares Finds Plenty of Green Using Direct Concepts1 Mar, 2014 By: Thomas Haire Response
On March 17, Response and the Direct Response Marketing Alliance (DRMA) will host a networking reception at Chicago’s Godfrey Hotel in the midst of the International Home + Housewares Show. This is the seventh consecutive year we’ve held the event, and — perhaps luckily — the St. Patrick’s Day date marks the exact anniversary of the first Chicago Reception in 2008.
The event has grown immensely since its first year and, once again, we expect to greet in the neighborhood of 400 executives from the housewares industry and the agencies and vendors providing marketing services to them. This growth hasn’t been a one-sided story — housewares leaders have steadily incorporated the marketing methods we report on just as much as the agencies and service providers in the direct space have desired their business.
And I’m proud to say that we’ve been reporting on this continuing confluence for far longer than we’ve been hosting the Chicago Reception. Our list of cover features on major housewares marketers stretches back to Sunbeam in March 2005 and includes such luminaries as DuPont (2006), Black & Decker (2007), Anna’s Linens (2010), Euro-Pro (2011 and 2013 — the second time as DRMA Marketer of the Year), Masterbuilt (2011) and Hoover (2012).
That commitment to bringing our readers the latest marketing concepts utilized by housewares marketers continues this month, not only in our special feature on the space (page 34) but in our latest cover story on the brand new Wolfgang Puck Pressure Oven (page 24).
While Puck — perhaps the original TV-era celebrity chef and a 15-year veteran presenter of his own product line on HSN — isn’t new to this marketing space, the product is a revolutionary one and he and his partners at KitchenTek are making their first foray into long-form DRTV for a housewares product.
At the same time, the DRTV campaign is just one facet to a multi-channel campaign that includes digital marketing and — eventually — retail distribution. While this combination may still be “new” or “different” to some other publications covering the marketing world, it’s one that not only are we accustomed to reporting on but also one that has driven more than its share of successes over the years.
You see, housewares marketers understand that branding is no longer enough to get consumers out of their houses and down to the store to pick up their latest kitchen or cleaning product. And long-term readers of Response know that the vast array of digital experts didn’t exactly invent measurement-and-analytics-based marketing.
Today, in a converging world where marketers of every stripe — housewares, beauty, financial services or any other vertical — demand to know campaign results immediately, it behooves agencies and service providers from every corner of the— yes, here comes mention of our new tagline again — direct, digital and data-driven marketing world to work closely together, rather than butt heads, to meet those demands.
Thomas Haire, Editor-in-Chief