Editor's Note: Marketer of the Year Honor Becomes the Industry Standard18 Oct, 2010 By: Thomas Haire Response
"One night. One event. One award.”
So began the promotional push in May for the crowning of the second annual Direct Response Marketing Alliance (DRMA) Marketer of the Year. After hosting nearly 800 DR industry executives for the inaugural event in 2009, the hopes here were very high that the 2010 MoY (as we call it in the halls of Response) event and award would be even bigger and better.
Today, I believe that if you asked any of the 900 attendees at Haze nightclub in Las Vegas’ CityCenter on Sept. 22 if the night, the event and the award lived up to its high expectations (see page 8), you wouldn’t find many that think of the night as a “sophomore slump.”
Response Publisher John Yarrington and I were thrilled to present the team from Your Baby Can LLC with the 2010 Marketer of the Year Award in front of a packed house. More importantly, the growing number of those who voted in industry-wide balloting for this year’s honor and the reactions of the winner and two runners-up (BJ Global Direct, led by BJ Fazeli, and FitnessIQ LLC, led by Johann Verheem) to the honor shows just how important this single award has become across the DR marketing space in just two years of existence (see page 22).
As a matter of fact, a post on the Facebook page of Denise Kovac, chief operating officer for Your Baby Can, just one week after the event speaks powerfully to the huge cache the MoY honor carries. She wrote:
“I want to say thanks for the best friends in the world working in the best industry. As of today, over 600 fabulous people in this industry took time to write personal notes to congratulate us at Your Baby Can for the Marketer of the Year award. I am thankful always, but especially this past week. I am the one who is thankful to take this knowledge and help children!”
At the same time, it shows the strength of the DR space that, in two years of the award, six different companies have been represented on the finalist dais — proof of the marketing method’s effectiveness in selling and branding products in a number of different vertical markets.
The team at Response and the DRMA is extremely pleased to have struck such a nerve with the MoY Award. Clearly, the marketers in this industry have been hungry for an honor that comes with clear guidelines, an open vote and a singular stature.
Now, as we begin to look ahead — ever so slightly — at 2011 and what is to come (another Response Expo, the third annual MoY event and more), the success of our recent works propels us to work that much harder to provide content, events and honors that truly pique the interest, as well as reflect the desires, of the DR marketplace.
Congratulations Denise, BJ and Johann — and your teams! And best of luck in defending your titles in the coming year.