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Direct Response Marketing

Field Reports

1 Sep, 2006 By: Thomas Haire, Courtney Beth Pugatch Response


Jeffrey D. Knowles, a Venable partner and the chairman of the Electronic Retailing Association (ERA), says, "With our long-standing, deep ties to the direct response retailing industry in California, opening in Los Angeles has long been part of Venable's strategic plan. The addition of the talents of our new partners in Los Angeles to our experienced direct response team will allow us to even better serve our many friends in the direct response industry."

Venable's Los Angeles office is located at 2049 Century Park East, Suite 2100, Los Angeles, CA 90067. The location can be reached by phone at (310) 277-5967 and via fax at (310) 277-5968.

 

Q&A

 

By Thomas Haire (thaire@questex.com)

 

Daly-Cercone Builds Media Giant in the Desert

 

For nearly two decades, Sandra Daly-Cercone, president and owner of Just Buying Time Media Management Inc. (JBT Media) — a media management company in Tempe, Ariz. — has been part of some of the industry's most successful campaigns and has run up a client list of more than 50 advertisers since opening JBT's doors in 2000, including Stihl Power Tools, Auctions for Income and Monster.com. Recently, Response caught up with Cercone to find out the latest about her and her company.


 

Q. Can you talk about how your career path led to the creation of JBT Media?

A. I began my direct response career at Twin Star Productions in the late 1980s. Twin Star managed more than 100 long-form direct response campaigns, and I fell into a role as vice president of research and development. This position allowed me to work with every single department in the direct response industry. From Twin Star, I went on to manage a 10-year, in-house media campaign for the "Making Money" show — with media budgets averaging $750,000 per week and $39 million per year. Working as director of marketing and media director afforded me the opportunity to learn what to do in business, as well as what to avoid. Although I enjoyed my time working as the media director, I realized it was time to choose between being an employee forever, or continuing and cultivating these business relationships into my own company — with my own work philosophies and media plans — and JBT Media was born.

Q. What does JBT Media do for DR marketers that you believe sets it apart?

A. It's not very scientific — or extravagant — but it is a simple part in planning any key element to a marketing campaign — we listen. We build a media strategy based on what the specific needs of the advertiser are. We don't try to oversell media — or generate a need to create any unnecessary expenses. We concentrate on what the advertisers want: a bottom line that is saving their company money — low media rates with time booked where it is well executed and planned. No direct response media schedule is too small or too large for JBT Media. We have a healthy respect for our advertisers' needs. It's not always necessary to put together risky and large media tests unless the advertiser requests it.

Q. What are your plans for the future of JBT Media?

A. I really would like to take on a more active role in cultivating communication that goes beyond traditional media buying — an even stronger communication level that would be beneficial to our networks as well as our advertisers. Due to popular demand, JBT will add a short-form media option to our already successful media mix. Also, we will continue to create powerful media campaigns for general advertising market clients, such as automotive, trade school advertisers, phone companies and, of course, traditional infomercial marketers.

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