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Direct Response Marketing

Field Reports

1 Jun, 2006 By: Thomas Haire, Nicole Urso Response


Q. Do you have specific goals in mind to help not only InPulse, but the industry, rise to these challenges?

A. Absolutely, because I believe that an enormous opportunity can be found in the radically shifting tide of media fragmentation. If InPulse and the rest of the industry can meet the consumer where, when and how they choose to do business, then I think we are on the cusp of a golden opportunity. Trust will be the determining factor in this new media landscape. Our goal at InPulse is to build a culture of trust. In keeping with our vision, we are now collaborating with our clients to help craft offer strategies. We promote offer structures that are clear and direct, which creates credibility and a healthier selling environment.

Q. As a long-time ERA member, InPulse has been a leader in helping the industry organize and lobby regulators. What have you learned from being part of one of the leading companies in this area?

A. Regulatory bodies respond to pressure from two sources: consumer complaints and the Congress. Complaints from consumers almost always result in a regulatory initiative that will be utterly unworkable for our industry. For example, Reg. E initially required debit card purchases to have a written signature. Written signatures are the definition of unworkable in the DR world. Our experience has shown that by getting involved early in the policy-making process — through our lobbying efforts and the ERA Government Affairs Committee interacting with the regulatory agencies — we can work from the inside to help craft workable regulatory policies and bills presented to Congress.

Q. What are your professional goals for the next 3-5 years?

A. My vision continues to be developing a culture of trust in a state-of-the-art sales center. I love the DR industry. It's been very good to me, and my desire is to continue to be actively involved in the ERA. As a young officer, I found enormous satisfaction taking as ragtag and diverse a group of young men as you could possibly imagine, and help them become a courageous unit that I couldn't have been prouder to serve with. Now, as a veteran in the DR trenches, I want to utilize my years of experience in the industry to help others be successful as well.

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