DraftKings Wins Seventh Annual DRMA Marketer of the Year Award7 Oct, 2015 By: Thomas Haire
LAS VEGAS – DraftKings claimed the seventh annual DRMA Marketer of the Year Award Wednesday night, thanks to its creative and media strategies, innovative technology and product development, and a powerful customer acquisition strategy in both offline and online media. The award was presented in front of more than 750 attendees at a ceremony and cocktail event at Drai’s Rooftop Nightclub at The Cromwell.
The event – presented by Response Magazine and the DRMA, and sponsored by Cannella Response Television, Alorica, Dial800, Pacific Media Technologies Inc., REVShare, Thill Inc., and Vantiv – honored all nine nominees for the award. But the famous lights of Las Vegas eventually shined the brightest on the three finalists – DraftKings, SharkNinja Operating LLC, and TELEBrands – as voted in an industry-wide online balloting process.
“It was just another outstanding evening for the DRMA and its members. DraftKings’ victory – as decided by our industry – once again shows the growing scope of the performance-based marketing world,” says John Yarrington, publisher of Response and co-founder of the DRMA. “The event and the voting process serve as a tribute to all nine honored marketers – including the other finalists, SharkNinja and TELEBrands. And to have yet another amazing turnout for the event from the best and brightest of the performance-based marketing world was very satisfying.”
Boston-based DraftKings – a first-time nominee – has made a huge marketing splash during the past year. The company credits three things for its most recent successes: differentiation in both its creative and media strategy in an effort to establish itself as a market leader; a fast pace of innovation in quality of technology and product development; and a strong customer acquisition strategy that narrows the addressable market and works to engage and convert prospects. The company has risen from startup to dominant force in the emerging digital goods niche of daily fantasy sports and boasts nearly 2 million registered players, the bulk of whom have been acquired in the past 12 months. The company recently received an investment from FOX, which puts it at a market valuation of $1.2 billion.
SharkNinja, formerly known as Euro-Pro LLC – the 2013 winner of the DRMA Marketer of the Year award and a finalist in both 2014 and 2015 – finished second. Based in Newton, Mass., the company continues its unrelenting pursuit of product quality, innovation, and consumer value. This year’s top launches included the Shark Rotator Powered Lift Away and the Nutri Ninja Duo. The Shark vacuum brand continued its success this year, achieving No. 1 market share and now outsells the former category leader by a margin of two-to-one. The Ninja brand also became the No. 1 motorized kitchen appliance in the U.S., while the company also received a QVC Supplier of the Year award.
Fairfield, N.J.-based TELEBrands is a long-time leader in bringing “As Seen On TV” products successfully to retail. The company actively explores new product categories and trends, taking pride in its extensive testing process of new products that seek to solve common problems in consumers’ everyday lives. Its hits this year include the continued success and growth of the Pocket Hose line and Hurricane Spin Mop, while adding PedEgg Power, Colorama, the TouCan can opener, and Star Shower to the mix.
The seventh annual DRMA Marketer of the Year Award competition included nine nominees, each able to highlight three products or campaigns during the past 12 months. Those nominees were then submitted to voters from across the performance-based marketing industry. Online voting garnered more than 1,000 votes in the competition. The innovative nominees, in addition to the top three, included Bare Escentuals, Fortune Builders, Top Dog Direct Inc., Total Gym LLC, Tristar Products Inc. (the 2014 winner), and Zumba Fitness LLC.