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Direct Response Marketing

Field Reports

1 May, 2005 By: Thomas Haire, Nicole Urso Reed Response

HSN Viewers Shop With Their Remotes

ST. PETERSBURG, Fla. — The Home Shopping Network (HSN) now offers interactive television (iTV) where consumers can purchase products using their remotes. The service, which is powered by interactive television technologies provider GoldPocket Interactive, will be available to millions of cable customers throughout the United States.

In order to purchase items with a remote control, viewers will need set-top boxes on their televisions and will need to register an account with HSN. Customers can purchase items featured during the live broadcast, the two items previously displayed or HSN's "Today's Special" at any time during the day.

"HSN originated the business of TV shopping and is uniquely positioned to launch this amazing 'click-and-buy' technology to TV shoppers," said Marty Nealon, president of HSN United States. "We look forward to the tremendous business potential that iTV offers both HSN and our cable partners, as well as the unparalleled customer service it can provide to our millions of viewers. After careful review of the interactive technologies arena, we decided to partner with GoldPocket based on their innovative open-architecture technology products and strong track record for creating high-end interactive applications."

GoldPocket Interactive CEO Scott Newman believes that this new feature will revolutionize retail and interactivity.

"We are delighted to be working with HSN," said Newman. "Their focus on providing the best customer service shines through every part of the company, including their work on interactivity. This new application will create a completely interactive shopping experience surpassing the limitations of traditional television retail. This product really highlights the potential impact of interactive television on the future of retail."


Lucas Donat, Donat/Wald Co.

Lucas Donat is CEO and founder of Donat/Wald Co., an 18-year old direct response advertising agency located in Santa Monica, Calif. Donat/Wald has worked with a number of high-profile clients over the years, including Columbia, Sony, MGM/UA, Mattel and 1-800-DENTIST. Recently, Response caught up with Donat as the company bowed the latest campaign for online dating leader


Response: How did Donat/Wald become the agency it is today?

Lucas Donat, Donat/Wald Co.: We have about 15 full-time members on our team now in the Santa Monica office, as well as about 25 Web developers overseas. Our first client when we started was 1-800-DENTIST — we worked on their first successful TV campaign and served as agency of record for nearly 13 years. The willingness of all our people to share credit for our accomplishments formed who we are today — that's the only way we could be successful. And that attitude developed an enormous amount of trust and credibility with our clients. It helped us grow from just a production house to a full service agency.

 Lucas Donat, Donat/Wald Co
Lucas Donat, Donat/Wald Co

Response: What can Donat/Wald do for a company considering using DR marketing?

Donat: We are a brand-building DR agency. Take our current success with eHarmony. It's the No. 1 relationship site online, which is a direct result of the trust and credibility built by its leader, Dr. Neil Clark Warren. In brand trust surveys, they score consistently between 8.5 and 9.5 on a 10-point scale. In our campaign, we use the integrity the product has built, first and foremost, then capitalize on Dr. Warren's place in this market. DR can be the most powerful way to build a brand like this. It facilitates driving higher return on investment (ROI) and media efficiency ratios (MER).


Response: How do Donat/Wald's services help it stand apart among DR agencies?

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