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Direct Response Marketing

Field Reports

1 Mar, 2014 By: Thomas Haire, Doug McPherson Response


Response Q&A

Pinand-Dumpert Dishes on DRMA Member of the Year Honor

By Thomas Haire (thaire@questex.com)

In the January issue of Response, we reported that Kristy Pinand-Dumpert, vice president of sales and marketing for Boonton, N.J.-based Concepts TV Productions, was voted 2013 Direct Response Marketing Alliance (DRMA) Member of the Year. Pinand-Dumpert’s victory in an industry-wide vote became official during a brief ceremony in front of more than 350 industry insiders at the DRMA Winter Bash in New York on December 10.

“The Response team has known Kristy almost since the day she jumped into the direct response business. Her personality, commitment and growth mirror the ideals of the DRMA,” John Yarrington, publisher of Response and co-founder of the DRMA, said at the time. “Kristy earned the lion’s share of the more than 900 votes cast by our members. She’s incredibly deserving of this honor against admittedly strong competition. While Kristy earned this award, the rest of our nominees earned their recognition as well.”

Recently, Response caught up with Pinand-Dumpert to get her thoughts the honor after she had some time to let it settle in.

Q: What does it mean to you and your company to be named the DRMA Member of the Year?

A: It truly was a privilege to be in the company of such tremendously talented nominees — I greatly respect and admire each and every one of them. I’m incredibly proud to say that I work amongst friends and in an industry where we genuinely support one another. When the announcement was made that I had won DRMA Member of the Year, the overwhelming support from my community — and my extended family at Concepts TV — humbled me to the point of tears. I love direct response and what we do and am so excited to be a part of this rapidly growing industry. So for my peers to acknowledge that I play a small part in that is an honor for both my company and myself.

Q: Why do you think your efforts and contributions to the DR business helped earn you this accolade?

A: My boss always comments on my “Put me in, Coach” approach to working hard and playing hard for the betterment of our company, industry, clients and peers. By nature, I apply passion and diligence to every task I take on. Whether I’m participating on industry committees, actively advocating educational sessions or attending networking events to forge new partnerships and maintain existing ones, I’m very dedicated to the evolution of direct response without ever jeopardizing its integrity.

Q: How has the DRMA helped your business? What do you believe working with the DRMA does to create a better business atmosphere for you and the industry?

A: The DRMA provides an ideal platform for us to meet new clients, create new partnerships and grow as an industry. It’s instrumental in the vitality of our business, as well as the industry as a whole. The DRMA provides a plentiful pool of clients and vendors for us to work with by orchestrating networking events, educational sessions and trade shows. Our company also stays abreast of cutting edge technologies that help improve business development, thanks to the incredible effort Response Magazine puts forth on a monthly basis.

Q: What was the most significant accomplishment in the past year for your company?

A: This past year, Concepts TV celebrated a remarkable milestone — our 30th anniversary. Being able to say I’m part of that incredible achievement is amazing. Plus, I’m proud to say we had more than a dozen chart-topping spots and infomercials, continuing to help our clients turn their products into household names. We also opened our Los Angeles office, expanding our presence on both coasts. I even had the opportunity to host a 30-minute infomercial for one of Concepts TV’s oldest clients! Their faith in my ability was endearing. Needless to say, it was a very exciting year — and I can’t wait to see what the next 30 bring.

Q: How did the successful products you worked with during the past year fit within the overall concept behind your company? Were any of those products so successful that they changed the way you do business? If so, how?

A: As a company, we are constantly evolving — learning from every production, every success and even every failure. This past year, we saw firsthand the strong response in the Spanish-speaking market and the impact of social media. Knowing these new avenues exist offers exciting opportunities for sales. Moving forward, we keep these nuggets in mind. When Pedi Spin succeeded in the Anglo market, for example, we immediately jumped on a Spanish-language version, knowing beauty is a passion in the Hispanic market. We even engaged a bilingual talent, so the process from English to Spanish was a seamless one for our client. When it’s a testimonial-driven show, the viral world is crucial to our clients. We are always limited to time for TV, but not on the Web! We now capture longer, more compelling soundbites, giving our clients more assets to work with. Although we may learn and grow from every production, one thing always remains the same: the product is the star. Our creative centers on that mantra and we never lose sight of that. Whether it’s a short-form commercial or a long-form infomercial, it’s a consistent concept we apply to each production and pride ourselves on that.

Q: What is your outlook for the next 12 months?

A: I’m very excited about what the next year brings for Concepts TV and our industry. As a company, we will continue to strive to put our creative caps on with new and exciting amazing demonstrations for our products, resulting in more hits for our clients. Plus, we are very excited to grow our company bi-coastally. We’re also committed to keeping up-to-date on the latest technologies and social media trends, so we can stay dedicated to making the production process easier and more seamless for our clients. We will also actively take part in growing our industry by learning from seasoned professionals and our new media mavericks.

Q: What vertical markets do you believe are best equipped to survive current economic issues — and even thrive — in 2014? Why?

A: During my 13 years in direct response, the trends always seem consistent. When the economy dips, the do-it-yourself (DIY) categories usually thrive. The housewares, beauty and fitness categories will continue to find success with direct response marketing. Is eating out too expensive? Easily reheat leftovers with Stonewave. Can’t find the time or money to hit the gym? Exercise in the comfort of your own home with Hip Hop Abs. Is going to the salon a hardship? Now get Salon Styles at home with Air Curler! Regardless of economic status, pet customers remain loyal to their pets and therefore loyal to pet products. With successes like Cat’s Meow, I predict this will also be a “purrfectly” successful category in the upcoming year.


Super Bowl Champ Coach Brian Billick Keynotes Response Expo on April 29

By Thomas Haire (thaire@questex.com)

Santa Ana — Brian Billick, who led the NFL’s Baltimore Ravens to their first Super Bowl championship and now serves as an acclaimed football analyst on both FOX and the NFL Network, will share his wit and wisdom as Response Expo 2014’s keynote speaker. The address is scheduled for 5:30 p.m., Tuesday, April 29 at the Hilton San Diego Bayfront, kicking off the three-day event.

“Brian Billick’s resume as a coach, analyst and philanthropist speaks for itself,” says Response Expo executive director and Response Magazine publisher John Yarrington. “He’s a respected and innovative leader who continues to achieve his goals — and help others achieve theirs — through dedicated management, enthusiasm for the cause, passion and accountability. We’re thrilled he will be able to share his experiences and template for success in what promises to be another inspiring and thought-provoking Response Expo keynote.”

In January 2001, Billick — in just his second season as a head coach at any level — led the Ravens to a 34-7 win over the New York Giants in Super Bowl XXXV. The former NFL headman is a current NFL in-game analyst for FOX and a studio contributor for the NFL Network. His competitiveness, unique down-to-earth nature, and generosity have led him to find success both on and off of the field.

Billick’s versatility and all-around talent led to his success in the NFL. In 1998, Billick served as offensive coordinator for the Minnesota Vikings — an offense that set an NFL record for the most points scored in a season with 556. In 2000, during his second year as head coach of the Ravens, the team’s defense smashed the record for fewest points allowed in a 16-game regular season.

That Ravens team finished the regular season with a record of 12-4, and — including the playoffs and Super Bowl — rolled off 11 consecutive victories to end the year. Billick’s leadership shined in the postseason when the Ravens emerged victorious in Super Bowl XXXV. He coached the Ravens through the 2007 season, ending his career with an 85-67 mark. Baltimore didn’t return to the Super Bowl until defeating San Francisco in Super Bowl XLVII a year ago.

“You have to have passion for the work you do to succeed. If a player doesn’t like to study, practice or train, doesn’t like the physicality of the game, he’s going to have a very difficult time succeeding. Passion is a lubricant for success,” Billick explains. “Accountability is obvious. You have to perform. Accountability is also a sign of respect for your team. It is a reflection of a team’s integrity when individuals take responsibility for their actions.”

Off the field, Billick worked enthusiastically helped improve the community during his time in Baltimore. He assisted the Central Maryland United Way as a former member of the board of directors and continues to serve on the board of trustees for the Living Classroom Foundation, where he has hosted numerous fundraisers and has had a number of Raven players volunteer at this important educational facility. Billick was also selected as the Maryland Chapter of Multiple Sclerosis 2001 Champion of the Year. His wife, Kim, joined in many of these community works and helped the Baltimore Red Cross with a number of important projects.

Billick has co-authored two books, Finding the Winning Edge with NFL Hall of Fame coach Bill Walsh and Dr. James Peterson, and Competitive Leadership: Twelve Principles for Success, also with Dr. Peterson. He also recently wrote More Than a Game: The Glorious Present and Uncertain Future of the NFL, an inside look at professional football both on and off the field.

Don’t miss what promises to be the latest in Response Expo’s super string of stirring, emotional, entertaining and enlightening keynote addresses. Register today at: http://www.responsemagazine.com/response-expo/attendee-registration


News Corner


TV Still the Primary Focus

By Doug McPherson

SAN JOSE, Calif. — A new study from TiVo Inc. says if a TV set is on, it’s the key focus in the home even though many viewers report having multitasked at least once while watching TV (69 percent browse the Web, 48 percent cook and 23 percent chat online, for example).

Yet 76 percent of people say their primary focus is actually watching what’s on TV. More than 45 percent of TiVo users and 35 percent of non-TiVo users said their attention was directed only towards TV, and not to anything else, while watching.

Among the multitaskers watching TV, 61 percent use smartphones most frequently, and 6 percent use portable gaming systems least frequently. However, numbers drop when asked about frequent device usage while watching TV. About a quarter (24 percent) report using smartphones every time or almost every time they watch TV.

Many respondents say they use the Internet to find content related to their favorite shows, only 27 percent said they do so while watching their programs. (Online activity occurs after watching a program — 14 percent do that right after watching and 32 percent search sometime during the following week.)

Most TV viewers don’t use the Internet (not including social media) to connect with others to discuss TV shows. A full 61 percent of TiVo users and 55 percent of non-TiVo users agreed with the statement: “I only want to discuss TV with people I know, not with Internet strangers.” And 43 percent of social media users also agreed with that statement; they prefer to turn to their social networks versus open Internet forums to interact with others to discuss TV programming.

Nearly 70 percent of respondents who were TiVo users said they actually notice TV hashtags. But of those, 63 percent said they don’t like seeing them during shows, while only 3 percent said they liked seeing them.

TiVo conducted the online survey of 1,660 households Oct. 16-Nov. 7, 2013.



About the Author: Thomas Haire

Thomas Haire

About the Author: Doug McPherson

Thomas Haire

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