Marketer of the Year Nominees Show True Breadth of Direct Response1 Sep, 2009 By: Thomas Haire Response
What does the following — seemingly random — group of successful direct response products have in common?
Haan Steam Mop. Snuggie. Cash4Gold. Slim in Six. J.G. Wentworth structured settlement and annuity payment purchases. Jack LaLanne Power Juicer. Swivel Sweeper G2. P90X. Pedi Paws. FlavorWave Turbo oven. Shoes Under.
The answer: each of these products (among many others) were created and/or promoted by the top 10 marketing companies competing for the inaugural Direct Response Marketing Alliance (DRMA) Marketer of the Year Award. Industry-wide voting in late August narrowed the field to three finalists, which will be announced — along with the winner — on the evening of September 14, during a special cocktail event at Moon, a nightclub inside Las Vegas' swanky Palms Resort Casino.
These marketing companies not only represent the best in direct response marketing, but they also firmly represent DR's expansion across many vertical markets and into what was once thought of as the space of traditional brand marketers. From housewares to fitness, financial services to hardware, and consumer electronics to lawn-and-garden, the range of successful products represented by these 10 companies defy anyone to continue to pigeonhole or ghettoize DR marketing.
Direct response is now used so extensively — and in so many different fashions — that the descriptions of success (provided by the marketers for online voters to consider) varied widely. Financial services leader J.G. Wentworth, for instance, considers its top reason for success in the past year to be its, "direct branding effort, combining DR call-to-action with unforgettable branding."
Meanwhile, Product Partners — marketers of P90X, Slim in Six and other top fitness products under its Beachbody brand — pointed to its success in maximizing the Web and social media aspects, as a build-out of its successful DRTV efforts. "Our thriving online community has created a word-of-mouth dynamic that has transcended what traditional DR companies have been able to accomplish," the company's entry states.
Response and the DRMA are proud to salute each of these 10 marketing companies and their successful products. When the Marketer of the Year Award concept was first discussed in our offices earlier in 2009, we could not have imagined drawing a better group of nominees for the industry to choose from.
By the time you read this, voting will be closed and the announcement of the finalists and winner will be very near. However, as a special follow-up to the award presentation, keep your eyes peeled for Response's upcoming October issue, for special coverage of the Marketer of the Year event and an in-depth feature on the finalists.