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Direct Response Marketing

Field Reports

1 Feb, 2010 By: Jacqueline Renfrow Response


NewsCorner

> Mercury Media is named the advertising agency of record for eDiets.com Inc. The agency is responsible for all aspects of DRTV advertising media buying for the online provider of personalized nutrition, fitness and weight-loss programs.

> The Small Business Commerce Association (SBCA), a San Francisco-based group that offers tactical guidance to small-business owners, has recognized Phoenix-based Higher Power Marketing (HPM) with its 2009 Best of Business Award in the marketing consulting services category.

> Marc Haskelson is named COO of Concept 2 Consumer, a new idea from BJ Global Direct that allows direct marketers to find a turnkey solution for the DRTV market. Most recently, Haskelson was the vice president of business development for Litle & Co.

> As Seen Everywhere made its official debut in mid-January as a fully integrated multi-channel pay-per-performance online exchange that provides DR campaigns immediate concurrent access to television, radio, print, Internet and mobile media platforms. Launched by DR executive Trygve Duryea, As Seen Everywhere is powered by RingRevenue. 

> The Direct Response Academy will offer “DRTV Boot Camp With Advanced Media & Logistics” Feb. 17-19 in Miami Beach, Fla. For more information, visit www.directresponseacademy.com.

> Tony Little and Fitness Quest team up with Mills James to produce the Easy Shaper exerciser commercial. A new generation of cameras and technology made it possible to shoot the infomercial “live-to-desk” in high definition.

> QVC.com is recognized as a leading E-retailer for customer satisfaction when it ranked third out of 40 in The ForeSee Results’ Holiday E-Retail Satisfaction Index. QVC.com also ranked second in the mass merchant category and No. 1 among the TV/phone/catalog retailers.

> Zimmerman Advertising wins the George Foreman household appliance account. The agency will act as full-service agency of record, expanding the George Foreman brand to a line of other healthy cooking products.

 

Top Online Retailers Make Leaps in Popularity

ANN ARBOR, Mich. — Customers of the largest online retailers are more satisfied than ever before, according to an annual report by ForeSee Results that looked at 2009 holiday shoppers. Looking specifically at the United States, the satisfaction index at the end of last year was 79 percent, up 7 percent.

Some of the largest online retailers, such as Macy’s, SonyStyle, The Gap, and the Home Shopping Network, had the greatest increase in satisfaction, with all five showing an increase of 10 percent or more.

“Even in this tough economic climate, E-retail continues to be the bright spot in a dark environment and last year’s declines are proving to be the anomaly,” says Larry Freed, president and CEO of ForeSee Results. “But those gains aren’t necessarily shared across the board. These are the biggest retailers on the Web, and they’ve got the ability to invest in the Web channel and even meet the price points that consumers are looking for in this economy.”

The Web site with the highest satisfaction rating was Amazon, with a score of 87, up 4 percent from last year and setting the new highest ranking in the study’s history. In addition, 11 E-retailers scored more than 80 and none scored below 70. Finally, some companies made giant leaps in scores, including Macys.com, up 13 percent to 79; Gap.com, up 10 percent to 76; and Overstock.com, up 10 percent to 76.

The annual Top 40 E-Retail Satisfaction Index from ForeSee Results and FGI Research uses the American Customer Satisfaction Index, and quantifies a highly satisfied online shopper as 65 percent more likely to purchase online, 44 percent more likely to purchase offline, 70 percent more likely to recommend, and 49 percent more likely to return than a dissatisfied shopper.

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