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Direct Response Marketing

Editor's Note: Retail? Mobile? Social? The Concepts Come to Life at Response Expo

1 May, 2011 By: Thomas Haire Response


As the Response group has grown during the past half-dozen years (including the addition of Response Expo, the Direct Response Marketing Alliance [DRMA] and other products), our team has expanded and the different roles each of us plays have grown.

As part of that, I became the content director of Response Expo. Our 2011 event is set for May 3-5 at the Hilton San Diego Bayfront, and if you’re holding this magazine while here among the record number of attendees joining us in San Diego, welcome!

Every year, working with a group of industry advisors, my goal for Response Expo is essentially the same as it is with each issue of Response: to provide you, our customers, with the best and most informative news, information, analysis and research possible.

When we jumpstarted Response Expo in 2007, our idea was to bring in the marketers using direct response to tell attendees their stories. Too often, we’d heard impassioned — almost furious — complaints that tradeshow education is glutted with vendors and service providers who are there to sell their services rather than educate the masses. We vowed this would not be the case at Response Expo.

And, with the help and understanding of the industry, we’ve been able to hold to our word. Speakers during the past four years included representatives from such companies and products as DuPont, Kodak, ESPN, Countrywide, Black & Decker, Quicken Loans, Allstar Marketing, Murad, Citrix, Liberty Medical, 5-Hour Energy, Direct Buy, J.G. Wentworth, Esurance, Guthy-Renker Corp., Anna’s Linens, InterContinental Hotels Group, L’Oreal, Church & Dwight, Boehringer Ingleheim Pharmaceuticals, Boost Mobile, Hyundai, Nokia, Buy.com, Barclaycard U.S., MTV Networks and A&E Television Networks.

Once again in 2011, our speaker roster for the Expo is filled with a “who’s-who” of major companies that have experienced great success in the direct response world, including Aveda, Your Baby Can LLC, Nutrisystem, Akoo, State Farm, IdeaVillage, Rosetta Stone and Euro-Pro — among many others.

For me, the key to putting together the sessions in 2011 was to build on something we started in the magazine at the beginning of they year: a focus on retail, social media and mobile marketing and what role they are playing in today’s DR universe. In Response, we have shone a spotlight on each of these areas throughout the first few months of 2011— why not give our attendees the chance to personally interact with and listen to experts who are having success in those areas?

From the first moments of the opening Keynote Address from Earvin “Magic” Johnson, through the final moments of the Closing Night Party at PETCO Park, the Response team hopes you not only enjoy yourselves at the Expo, but also leave with new ideas, new clients and a new vision for your business.


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