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Direct Response Marketing

Field Reports

1 Apr, 2008 By: Thomas Haire, Jacqueline Renfrow Response


Response Debuts — DRTV's Online Video Library


SANTA ANA, Calif.Response Magazine, the definitive publication in the direct response marketing world, launched, a new, exclusive online video library featuring more than 200 DRTV long-and short-form ads and products, on March 19. The new Web site is expected to double in size by the end of 2008 and will offer direct response marketers, agencies, vendors and consumers a completely objective collection of every product available via a DRTV campaign.


"This is the world's most comprehensive online direct response video gallery," says John Yarrington, publisher of Response. "And it offers both industry players and consumers a vast array of opportunities and services never before available in a single site."

The site's key capabilities include the ability for DR marketers to access their DRTV ads and share them with colleagues, clients and prospects, as well as the ability to E-mail and bookmark specific videos. Users can also create a specialized playlist of videos to suit their needs.

The videos are broken down into 13 different vertical market channels — including housewares, consumer electronics, pharmaceuticals and more — making user searches easy. Users can also search by product name or type through a simple search box on every site page.

"Users can also get vital information on each ad that appears on the site, such as length of ad, category, price, premium or upsell offer, product description and host on more than 200 DR ads," says Yarrington. "It also allows creative agencies and media buyers to easily compare the products and shows they worked on with competitors' shows."

At the same time, the site is fully transactional for consumers searching for DRTV products. Users will have the option to visit the exclusive single-page Web sites of each product featured on — the sites used by marketers to sell the product.

The site will also allow Response to create exciting new online research for its readers. "The site's measurement capabilities, behind-the-scenes, are extensive," says Thomas Haire, editor-in-chief of Response. "Within months of launch, we will have a trove of new research for our magazine readers about the popularity of different products and categories in the online space."


Reliant Launches 'USA Live' From New 10,000-Square Foot Studio


By Thomas Haire ( )

ST. PETERSBURG, Fla. — On March 27-28, Reliant Intl. Media, together with U.K. home shopping channel Ideal World, broadcast 12 hours of live shopping programming on the British satellite network from a new studio at Reliant's Florida headquarters — part of its new "USA Live" project that will allow American direct response and home shopping marketers the ability to market on home shopping channels worldwide without leaving the United States.

Former HSN host Lori Leland will be one of USA Live's studio hosts.
Former HSN host Lori Leland will be one of USA Live's studio hosts.

"The best place for a studio like this is, of course, the birthplace of home shopping itself — St. Petersburg," says Kevin Harrington, co-founder and president of Reliant. "In St. Pete, literally hundreds of people come to town every week to present on HSN. Now, instead of those presenters and marketers also trying to make time to travel overseas to appear on networks in the U.K., Germany and Asia, among others, they can just come to USA Live and get beamed out all over the world."

USA Live's first agreement with an overseas home shopping partner is with Ideal World, which will allow marketers and presenters who utilize the Florida studio to reach more than 10 million U.K. homes. The partnership includes a teaming of an American host along with one of Ideal World's U.K. hosts during the satellite broadcasts. "Lori Leland, who used to run HSN's morning show, will be our American host," Harrington says.

The initial 12-hour, two-day event in late March featured four marketers — Samy, leader of his eponymous haircare brand; Suzy Hammond, who pitched the Majestic leather bag (also known as the Buxton leather bag in the U.S.); Professor Amos' cleaning products; and Cynde Watson, who pitched her cosmetic line made famous on HSN — rotating one-hour shows.

"We will start with monthly broadcasts, two days in a row, much like our initial run," says Harrington. "Ideal World will run it live on its main channel, and has two other channels plus taped shows overnight, which will allow for replays."

The key, according to Harrington, is the ability for USA Live to not only bring the biggest American products overseas — initially to the United Kingdom and eventually expanding across Western Europe and into Asia — but also to allow the biggest U.S. product marketers to reach those markets without the tough travel involved.

"For example, Tony Little will go to the U.K. once a year, but he really doesn't like the travel to get into other markets that much anymore," Harrington says. "USA Live will allow him to stay home in St. Petersburg and still reach all those markets with his product lines."

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