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Direct Response Marketing

Euro-Pro Wins Fifth Annual DRMA Marketer of the Year Award

25 Sep, 2013 By: Thomas Haire

LAS VEGAS – Euro-Pro LLC won the fifth annual Direct Response Marketing Alliance (DRMA) Marketer of the Year Award Wednesday night, largely due the power of its Shark and Ninja housewares brands and their success in the DR and retail worlds. The award was presented in front of more than 900 attendees at a ceremony and cocktail event at the Hard Rock Hotel & Casino’s Vanity Nightclub.

The reception, presented by Response Magazine and the DRMA, and sponsored by The ADS Group, Dial800, DirayTV, LifeBrands, PowerPay, REVShare and West Direct, honored all 13 nominees for the award. The spotlight shone brightest on the three finalists – Euro-Pro, Hampton Direct and Tristar Products – as voted on in an industry-wide online balloting process.

“It was another exciting night for all DRMA members. To see hundreds of them take the time to join us in celebrating Euro-Pro’s victory – as decided by our industry – was thrilling,” says John Yarrington, publisher of Response and co-founder of the DRMA. “It’s also a tribute to the 13 great marketers – including the other finalists, Hampton Direct and Tristar Products – to see such an amazing turnout from the cream of the crop in direct response marketing.”

Euro-Pro is based in Newton, Mass., and has been a dominant player in the DRTV space for a number of years, utilizing it to drive incredible retail success and branding. The company’s DRTV/retail model includes developing innovative housewares products on a continual basis, launching with DRTV support and widespread retail distribution, and often simultaneously having four-to-five products in the top 20 of both the Jordan Whitney and IMS ranking charts. Shark is the top-selling steam mop brand in the world. The Shark Rotator vacuum is the fastest-growing vacuum brand. Ninja Blenders are the top-selling professional-style blender in many national retail chains. All of this is fueled by classic DR strategies – and the company has also earned four consecutive Walmart Supplier of the Year awards.

For a third consecutive year, Hampton Direct earned finalist recognition, moving from third-place finishes in 2011 and 2012 to a second-place showing in the industry-wide vote this year. The company, which moved much of its leadership team to Woodland Hills, Calif., in the past year, again gained recognition for continued short-form-to-retail success. It added to its long line of popular and successful products during the past year with new hits like Chillow, WaxVac and Wraptastic. Fairfield, N.J.-based Tristar Products credits its third-place finish to its sales, marketing and operations team; its social media efforts online in support of its megahit Genie Bra brand; and its expansive efforts to grow the brand in international markets.

The fifth annual DRMA Marketer of the Year Award competition included 13 nominees, each able to highlight three products or campaigns during the past 12 months. Those nominees were then submitted to voters from across the direct response marketing industry. Online voting garnered more than 1,000 votes in the competition. The innovative nominees, in addition to the top three, included 2012 winner SENSA Products LLC, as well as Bosley, LifeBrands Inc., Murad, Positec USA, Plymouth Direct/McAlister, Quten Research Institute LLC, TELEBrands Corp., Thane Direct and Zumba Fitness.

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