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Direct Response Marketing

Field Reports

18 Oct, 2010 By: Jackie Jones, Thomas Haire Response


DRMA Marketer of the Year Event Draws Nearly 900 to Las Vegas’ Haze

By Thomas Haire (thaire@questex.com)

LAS VEGAS — A packed house saw Your Baby Can LLC, led by Chief Operating Officer Denise Kovac, win the Direct Response Marketing Alliance (DRMA) Marketer of the Year Award. Over the course of the three-hour event, held Sept. 22 at Las Vegas’ Haze nightclub (located in the Aria Resort & Casino at the glistening new CityCenter complex), nearly 900 direct response industry insiders joined the party, making it the largest Response/DRMA networking cocktail event to date.

“The buzz and the vibe at the second annual DRMA Marketer of the Year event was beyond even our high expectations,” says John Yarrington, publisher of Response and co-founder of the DRMA. “It was a great cap to the event to present the award to such deserving winners as Denise and Your Baby Can, and also to honor the other great finalists — BJ Global Direct and FitnessIQ LLC. All 10 nominees deserved the recognition they earned at this event.”

Attendees enjoyed the evening’s events, including the announcement of the Marketer of the Year winner, which was accompanied by a special video presentation, written and produced by industry legend Rick Petry, that was shown on the nightclub’s massive, state-of-the-art video walls.

“The tremendous success of Your Baby Can Read is to be applauded, and it is nice to see groundbreaking marketing efforts recognized and celebrated,” says Elliott Segal, senior vice president, program development at Guthy-Renker Corp.

The reception was sponsored by CambridgeCommerce, Convergys, Dial800, Imagine Fulfillment Services (IFS), KSL Media and REVShare, and honored 10 nominees for the award and the three finalists. Online voting garnered more than 1,000 votes in the competition. The innovative nominees, in addition to the top three, included Euro-Pro, Green Bullion Financial Services Inc., Hampton Direct, Infomercials Inc., Positec Inc., Thane Direct and Tristar Products Inc.


Kevin Lyons Joins Response Editorial Advisory Board

SANTA ANA, Calif. — Response Magazine, the only independent source of news and information for direct response marketers, welcomes a long-time cable media leader Kevin Lyons of Opportunity Media to its Editorial Advisory Board.

Lyons is president and founder of Opportunity Media Inc., and represents Lifetime Networks, now part of AETN, for long-form direct response. Heading that effort for three national cable networks — Lifetime, Lifetime Movie Network and Lifetime Real Women — along with five digital properties, Lyons has been a consistent contributor to Response and a frequent speaker at industry events. Prior to Opportunity Media, he led a national sales and marketing organization at AT&T. A graduate of Fordham University, he also holds an MBA from Columbia University.

“I’m very excited to join the Response Editorial Advisory Board and have the opportunity to work with some great direct response professionals. I look forward to participating in the upcoming issues of Response!” Lyons says.

Thomas Haire, editor-in-chief of Response, adds, “Kevin brings years of expertise from the sales side of the DR media universe to our Editorial Advisory Board. With the fragmentation of the media universe and the ever-expanding importance of cable network media to the DR space, the addition of Kevin to this group, which also includes cable leaders Brian Fays of MTV Networks and Maria Kennedy of Discovery Communications among the current group of 14 members, signifies Response’s belief in and leadership of our growing industry.”


Eastman Kodak Launches EasyShare Campaign

By Jackie Jones (jackiejones@questex.com)

ROCHESTER, N.Y. — Eastman Kodak launched a multi-platform campaign in the first week of October to boost sales of its EasyShare line of digital cameras.

The “So Kodak” campaign includes E-mail, print, online, social media, radio, consumers promotions and events. The company is mainly targeting its younger consumers, the 18- to 34-year-old demographic, with an emphasis on urban areas.

“I think the emphasis on younger consumers is good for us as we look to energize the brand and bring a kind of new swagger to Kodak,” said Steve Hallowell, manager of marketing communications for digital capture and devices at Kodak.

Kodak is conducting E-mail marketing to its U.S. database of customers, including owners of cameras and other products, who have opted in via registration or other activities. The campaign also targets members of Kodak Gallery, a free online digital photo service. Radio promotions are featured in 10 key markets, including New York, Los Angeles, Chicago, Atlanta, Miami and Dallas.

The company partnered with agencies Partners & Napier, Brand Positioning Doctors and Ogilvy Entertainment for creative elements and to secure various talent. “So Kodak” features hip-hop artists Drake, Pitbull and Trey Songz, as well.

“Cumulatively, the three of them have more than 10 million Facebook fans,” Hallowell said. “They all have an active Web site and are also very active in all of the different elements of social media.”

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