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DRMA Voice October 2016

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11 Oct, 2016

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Upcoming DRMA Events

DRMA Winter Bash: Tuesday, December 6, 6-9 p.m., New York. Click here to RSVP!

Response Expo 2017: April 25-27, 2017, San Diego. Click here to register today!

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Take just one minute to check out our new animated video designed to drive DRMA membership — and once you've taken a look, share it with your fellow business leaders as we drive the DRMA to become the industry's most inclusive and wide-ranging organization: http://www.responsemagazine.com/drma/benefits-drma-membership

Do you need industry visibility? Market intelligence? Campaign management? Get the DRMA Top 240 Ranking Report. In conjunction with research partner DRMetrix, the DRMA is monitoring the 100 leading cable networks – 24/7/365 – for the most comprehensive ranking of performance-based marketing on TV. To find out more, please visit: http://drmetrix.com/drma_login.php

To find our more about these benefits and the many others available to DRMA members, please visit our DRMA Member Benefits page today!

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Recent DRMA Case Studies/Exclusives

Response Magazine research partners DRMetrix and SciMark Report team up to present the industry's most accurate scorecard ever: the True Top 50. Check out the rankings for the first half of 2016 here: DRMetrix and SciMark — The True Top 50

A DRMA member case study from Fosina Marketing Group delves into customer value propositions: Fosina: The Importance of the Customer Value Proposition

For a full list of DRMA member case studies, please visit our Case Studies/White Papers page.

DRMA Member News

Nutrisystem claimed the eighth annual DRMA Marketer of the Year Award on Sept. 14, thanks to powerful omnichannel campaigns for its Uniquely Yours and Turbo10 products, retail expansion, and an improved e-commerce customer experience. 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 Mojo, Blue Vase Marketing, Cannella Media LLC, Dial800, Launch DRTV, Pacific Media Technologies Inc., Thill Inc., and Vantiv – honored all five nominees for the award. Each of those nominees able to highlight three products or campaigns during the past 12 months. Those nominees were then submitted to voters from across the direct, digital and data-driven marketing industry. Online voting garnered more than 1,000 votes in the competition. The innovative nominees, in addition to Nutrisystem and runner-up Vistaprint, included Adore Me, AIG, and the Las Vegas Convention and Visitors Authority.

KPI Direct, an independent marketing agency, launches Rivet Digital, a partner agency that brings greater accountability and profitability to digital marketing programs.

Kingstar Media announces that Wayfair Inc., one of the world’s largest online destinations for home furnishings and décor, has joined its e-commerce portfolio. Kingstar is using branded direct response TV to bring Wayfair’s offerings into Canadian homes.

“The Jimmy Dean Show” infomercial has chosen Newton Media as agency of record. The program, hosted by Whisperin’ Bill Anderson and Donna Dean Stevens, will include clips of Dean’s musical variety show series and sell the Season One DVD with 13 episodes.

OpenJar Concepts Inc. celebrates its seventh anniversary.

Media Design Group hires Suzie Wilhelm as director of client service. Wilhelm is an 18-year veteran of the direct response business and has worked with Beachbody, Instyler, Guthy-Renker, Texture Magazine, US Tech, Zumba, and IPSY.

Chief Media, a direct response media buying agency and technology company, promotes John McTigue from CFO to COO; Christine Adams from account director to operations manager; and Nichole Splieth from account executive to account director.

Heather Petersen, CEO of the National Merchants Association, a global merchant advocacy group and a leader in merchant services, addresses members of congress and federal regulators today on payments industry issues, with a focus on EMV migration as part of the Electronic Transaction Association Annual Capitol Hill Fly-in.

CoreMedia Systems and WideOrbit announce that inventory from broadcast TV stations participating in WideOrbit’s WO Programmatic TV marketplace will be available through CoreBuy TV and CoreDirect, the most widely used software for planning, purchasing and managing direct response advertising.

The third annual Friends of Mobility Gala, a Sept. 17 fundraiser for Global Mobility, a nonprofit chaired by Launch DRTV’s Drew Plotkin, raised enough money to fund more than 300 new custom-fit complex rehabilitation wheelchairs. The group also announced it will host a charity golf tournament at Los Angeles’ Mountain Gate Country Club on March 27, 2017. For more information on the nonprofit and the upcoming golf tournament, visit: http://www.globalmobilityusa.org/

Argo Marketing Group hires Jeff Velodota as vice president of sales. He works remotely out of Savannah, Ga.

DNA Response merges with Bluewater Digital to form Zahalo, a new company that will offer digital marketing, web development, marketplace management, distributed e-commerce, and analytics.

AT&T AdWorks will add addressable ad inventory from DirecTV mobile/TV Everywhere video content to its traditional addressable TV offerings during fourth-quarter 2016. Already offering nearly 14 million addressable TV households through DirecTV, AT&T will add DirecTV TV Everywhere content through its app and third party mobile websites on some 30 million mobile devices.

Saddle Creek Logistics Services selects cloud-based customer engagement software solutions on a single platform from Enspire Commerce to enhance its omnichannel supply chain capabilities. By leveraging the Enspire solution, Saddle Creek distribution centers will be able to better facilitate seamless interactions with retailers and their suppliers, stores and customers.

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Legal and Regulatory Voices of DRMA
How Much Is That Hamdog in the (Drive-Thru) Window? 
Perhaps the first question should be: “What in the world is a Hamdog?” The Hamdog is a combination of a hamburger and a hot dog. Mark Murray, who lives in Perth, Australia, invented it in 2004. The invention has been granted patent rights in Australia and the United States, and, more importantly, has become a viral phenomenon, spawning hundreds of interviews of the inventor.
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Ringless Voicemail: Clever and Cool, but Is It Illegal? 
A few months ago, a client asked if “ringless voicemail” is legal. Before I could answer, I first had to know what he was talking about. “It’s the hottest new thing in telemarketing,” he said, “a sure money maker.” And he wanted to begin offering it to his clients as soon as possible. Now that I’m educated, I can break the secret to you if you still happen to be in the dark. Then I will try to answer my client’s question for you as well.
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Food Package Labeling Lawsuits on the Rise 
General Mills is among several food companies to face an increasing number of consumer lawsuits that involve claims of mislabeling food product packages. One of the latest lawsuits, filed in U. S. District Court in California, alleges General Mills is deceiving consumers with its messaging on “Cheerios Protein” packaging.
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The Subscription Economy: New Name, Recurring Issues 
The “subscription economy” receives a lot of buzz these days, but the truth is that the business model of selling to consumers on a recurring basis – commonly called “continuity” or “negative option” marketing – has been around for a long time. It is a great model, and it is extremely convenient for consumers.
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Committee Corner
How Can Brands Defend Themselves From Negative Review Sites? 
Review sites have proven to be a popular part of today’s online shopping experience, with customers flocking to websites such as Amazon, TripAdvisor, and Yelp to share their brand experiences. These consumer reviews can be positive or detrimental to a company’s bottom line, directly impacting sales.
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The People, the Benefits, and the Experience 
The DRMA is more than just an amazing community of fabulous individuals with fruitful business networks and contacts. There are various resources that members also can utilize: increasing one’s thought leadership profile; obtaining awareness through exclusive benefits, such as submitting case studies for print; and inclusion in the annual Preferred Vendor Directory, to name just a few.
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TV (Is) Everywhere 
Everyone knows direct response is changing. We have seen change coming from every direction the past few years: online, mobile, on-demand television, and more.
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