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Direct Response Marketing

Field Reports

1 Jul, 2007 By: Thomas Haire, Courtney Beth Pugatch Response


 

Industry-Leading Voices Wow Response Expo Seminar Attendees

 

By Thomas Haire ( thaire@questex.com)

SAN DIEGO — According to Lisa Longo, ESPN's senior director of direct response ad sales, "Keith Halford was a great way to kick off the Expo. He was a great choice." Longo's enthusiasm for the former HSN executive and QVC co-founder was echoed by attendees during Re sponse Expo's 11 educational sessions on June 7-8.

Attendees flocked to each seminar in hopes of gleaning tips and information from marketing executives representing some of the largest companies in the world, including Countrywide, MTV Networks and Murad. Most sessions garnered 40-70 attendees, with a session featuring speakers from DuPont TeflonAE, Oreck Corp., and Applica/ Black & Decker packing the house with more than 100 attendees.

 Welcome Address speaker Keith Halford, a co-founder of QVC and former HSN exec, spoke about the changing marketing landscape on June 7.
Welcome Address speaker Keith Halford, a co-founder of QVC and former HSN exec, spoke about the changing marketing landscape on June 7.

"I went to as many seminars as possible," says Susan Golden, president of Seattle-based Golden Media.A0"I was able to take away valuable information from people I've read about and respect. It was also a great opportunity to meet individuals in the audience with diverse backgrounds."

Sarina Michaels, home shopping and new product specialist for Sylmark, says she gained unexpected new insight into the DR business. "In 15 years of attending direct response conferences, this was one of the best conferences I've been to," she says. "I was so impressed with the quality of the educational seminars. I felt this time that the participants were interested in teaching their marketing secrets, rather than protecting them from any possible competition. The attendees at these lectures were successful marketing professionals who were genuinely interested in the subject material."

DuPont Teflon s Rich Thompson (right) enlightened a large group of attendees during the "Branding or Blending" session on June 7. Thompson was "caught off guard" at the level of positive response to his appearance and presentation. He was joined on the panel by Tom Oreck of the Oreck Corp., and Paul DiObilda of Applica/Black & Decker.
DuPont Teflon s Rich Thompson (right) enlightened a large group of attendees during the "Branding or Blending" session on June 7. Thompson was "caught off guard" at the level of positive response to his appearance and presentation. He was joined on the panel by Tom Oreck of the Oreck Corp., and Paul DiObilda of Applica/Black & Decker.

Industry veteran Dave Petitto of Palm Desert, Calif.-based Dave Petitto Direct, agrees. "The seminars I attended were for those who wanted to learn something new about the business — not just a rehash of old news," he says.

Many panelists also took in other sessions and came away with quality information they could use as well. "I regularly attend DR industry events. In attending many sessions and visiting the expo hall, I found that Response Expo provided significantly better speakers and exhibitors," says Michael Ellman, founder of HealthcareOne, who spoke on June 7. "In my session, there was a lot of audience interest and interaction — a testament to the development of interesting and informative panels."

Rich Thompson, who heads up marketing for DuPont's Teflon brand, agrees and adds, "I found the seminars I attended to be interesting, very informative, useful and entertaining — more than I can say for most any seminar formats I have sat in on. A few of the comments I got at the Thursday night party about my presentation were, frankly, so positive it was amazing to me and caught me off guard."

 

Expo Hall Floor Bustling With High Caliber Attendees

 

By Thomas Haire ( thaire@questex.com)

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