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Direct Response Marketing

SENSA Wins Fourth Annual DRMA Marketer of the Year Award

13 Sep, 2012 By: Thomas Haire

LAS VEGAS – SENSA Products LLC won the fourth annual Direct Response Marketing Alliance (DRMA) Marketer of the Year Award Wednesday night, largely due the weight-loss product’s multi-channel success in direct response. The award was presented in front of more than 900 attendees at a ceremony and cocktail event under the Eiffel Tower at the Paris Las Vegas resort’s Chateau Rooftop nightclub.

The reception, presented by Response Magazine and the DRMA, and sponsored by Dial800, Fosdick Fulfillment, LifeBrands, OrderMotion, REVShare, West Direct and Williams Worldwide Television, honored 17 nominees for the award and the three finalists – SENSA, Space Bag and Hampton Direct – as voted on in an industry-wide online balloting process.

“We’re thrilled that a huge crowd of industry leaders took time to join us in celebrating SENSA’s victory, as decided by those in the DR industry,” says John Yarrington, publisher of Response and co-founder of the DRMA. “It was an amazing night and a tribute to the 17 great marketers – especially the winner and other finalists, Space Bag and Hampton Direct – to see such an amazing turnout from the cream of the crop in direct response marketing.”

SENSA is based in El Segundo, Calif., and launched its weight-loss system campaign in 2008. By continuing to invest in new direct-to-consumer channels and continually improving its creative process to expand its campaigns beyond traditional DTC norms, the company’s business has continued to boom. While its television campaigns are nearly ubiquitous these days, SENSA remains a massive online advertiser, driving more than 8 billion digital impressions and more than 200,000 Facebook fans.

San Diego-based Space Bag credits its hybrid DRTV model – designed to build brand and drive retail sales – for its success across 20 years in the DR space. The company boasts annual revenue of $200 million and was recently acquired by housewares conglomerate SC Johnson. For a second consecutive year, Hampton Direct received the third most votes from the DR industry, as experts continue to salute them for continued short-form-to-retail success. Its popular products include PajamaJeans, InstaHang, Stretch Genie and Furniture Fix.

The fourth annual DRMA Marketer of the Year Award competition included 17 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 2011 winner Hearthware Inc., BJ Global Direct, Bosley, GAIAM, IBC/Modern Media, ICON Health & Fitness, Ideal Living, Ideavillage Products Corp., LifeBrands Inc., Masterbuilt, Positec Tool Corp., Thane Direct, Torstar Media Group Television and Tristar Products.

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