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Direct Response Marketing

Housewares Market Continues to Be a DR Hot Spot

1 Mar, 2012 By: Thomas Haire Response


Thomas HaireIn my 11 years at Response, there has never been a doubt as to the importance of the housewares vertical for direct response marketers. Nearly every facet of housewares — from cleaning products to repair products to furniture items to cooking products — has been represented by a hit DR product in that time.

On top of that, the only “vertical” event I’ve attended every year here has been the International Home+Housewares Show. Surely, I’ve attended events in the hardware, pharmaceuticals and consumer electronics verticals (among others). I’ve also attended more than my share of events in the broadcasting and cable spaces. But the only “must” every year on my calendar of events that is peripherally associated with our coverage area remains the annual housewares event, which — this year — takes place in Chicago on March 10-13.

Why is housewares such an evergreen space for DR marketers? Perhaps because housewares products tend to have all the key ingredients for a successful DR product: They solve problems around consumers’ homes; they tend to require demonstration and explanation that only a DR campaign can provide; and, if they work properly, those demos often give the products the “Wow!” factor that makes the difference between DR failure and success.

At the same time, the housewares vertical has continued to grow thanks to some new celebrity caché in this era of “Top Chef,” the Food Network and celebrity chefs (see page 26). And the economic issues of recent years have also helped the “fix-it” demo in persuading strapped consumers to repair their aging household products rather than spending tons of money to replace them (see page 46).

If you’re planning on attending the annual show — or have attended in the past — it’s likely you know that Response and our networking group, the Direct Response Marketing Alliance (DRMA), throw one of the “it” parties during housewares. During each of the past five years, we’ve hosted nearly 400 housewares marketers and DR industry insiders at one of Chicago’s hottest nightspots.

With the help of our event sponsors — Swipe Payment Solutions, Dial800, OpenJar Concepts, OrderMotion, RW Advertising and Venable LLP — we’re back at it on Monday, March 12, at the Vertigo Sky Lounge at the Dana Hotel & Spa on Chicago’s historic State Street. All DRMA members are welcome to attend the event free of charge — just one of the many benefits of a DRMA membership — which will run from 6-9 p.m.

If you can’t make it to Chicago, we urge you to check out the special opportunity being provided by our friends at the Direct Marketing Association (DMA) to attend their “DMA in DC 2012” event in Washington on March 26-27. With Response as a sponsor of the event, the DMA is offering our print and digital subscribers its member rate to register and attend. For more information, just flip the page and read the story on page 9.

Whether it’s in Chicago trying to find that next hit product or in Washington seeking knowledge on the latest regulatory issues, we look forward to seeing you on the road this month!


About the Author: Thomas Haire

Thomas Haire

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