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Direct Response Marketing

Field Reports

1 Sep, 2005 By: Thomas Haire, Nicole Urso Reed, Doug Garnett Response

A. I think we have done a great job of showing our clients the Midwest's solid work ethic. We've remained ethical in an industry where ethics have generally been questionable. We have a standard we repeat often in the office, "How do you want to be treated and would you sell that deal to yourself?" Plus, we have a lot of fun doing it everyday.

Q. What was your company's most recent success in helping a product to market using DRTV?

A. We were recently involved with a company that had no direct response experience. They had a product that was at retail, but needed more branding, so they shot an infomercial. We worked with them from creative tweaking to inbound script writing to analyzing and establishing a direct response P&L. All of this input helped create a winning campaign. In essence, we educated them on the "secrets" of being successful in DRTV. We love the chance to become part of our client's business. We have always treated their money and expenditures on TV like it was our own. I truly believe that is why we maintain such a stable and lasting client base.

Q. How does Cannella stand apart from other companies in this space?

A. We have never strayed — we've always maintained our core competence as DRTV experts. We have a thorough understanding of all sides of the business — both from the client's perspective and as a media placement agency. Our media consultants are schooled in all aspects of direct response, from the basics of a good call-to-action to inbound script writing. That input has turned many marginal campaigns into huge winners. Plus our philosophy has been to maintain a small, manageable client base that shares access to our incredible amount of very good time. We have spent 20 years establishing a database of results and an inventory of the best time available. In order to test and roll out a show successfully, you need the best time and you need to know where to run for your show's demographics.

Q. What are your plans for the next 10 years?

A. Wow, 10 years! That's an eternity in this business. So few faces are still here from 10 years ago. It would make for a small reunion party. CRT will remain a dominant player 10 years from now. We'll grow. We'll continue to be a dominant force in the industry. Acquisitions will take place. Perhaps we'll even be acquired someday. We have a great team and other than me, they're all young. They're just starting their careers. And we'll continue to enjoy doing what we do. The best is yet to come.


Backchannelmedia Bows New 'Digital Gateway'


By Thomas Haire

BOSTON — Backchannelmedia, a Web-enabled direct response media planning and buying company, launched Digital Gateway — an online information data-bridge that provides direct marketers access to real-time data from all third-party vendors in order to gain invaluable sales knowledge and better manage expenses for DRTV campaigns — on Aug. 1.


The product spent eight years in development, according to Michael Kokernak, president and CEO of Backchannelmedia. "Digital Gateway will change the way the direct response television marketer approaches campaign analysis," he adds. "We are confident that the Digital Gateway will become the standard for the direct response television media buying industry."

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