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Direct Response Marketing

Field Reports

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


Lamm opened with a discussion on Cialis' worldwide efforts to educate the public on the serious implications of erectile dysfunction (ED). "As with any new drug, you can't go straight to customers," Lamm said. "You spend a year educating doctors and the government first."


Then, by educating physicians on what to ask men and by teaching patients the link between ED and other diseases, the stage was set for the global marketing and brand positioning of Cialis. Education, along with targeted marketing, led to $1.5 billion in Cialis sales in 2007. "In some campaigns, it may make more sense to do television ads and direct mail, but in others, it's just necessary to market directly to physicians through lectures and nurses," Neto said. "Getting people to ask their doctor for it was another large component of direct response."

Attendee Rus Sarnoff of Integrated Marketing in Los Angeles, comments, "Kudos to Dr. Steven Lamm and Mario Neto — they absolutely rocked! Their session on marketing Cialis was fun, informative and, quite simply, my absolute favorite at the show. Their presentations complemented one another so perfectly, allowing the audience an 'insider's' perspective on both the medical and marketing objectives for this most fascinating product."

In the Hyundai/Nokia session, D'Ablaing and Wright discussed how Nokia Interactive helped Hyundai introduce a new luxury vehicle, the Genesis (scheduled to launch this summer) during Super Bowl XLII. The mobile advertising campaign ran on Super Bowl Sunday to coincide with two TV ads featuring the Genesis. Hyundai reported a 3.41-percent average click-through rate from the game day commercial's call to action.

"Relevance is most important for mobile," Wright said. "If you get it right on this device, you get it right. If it's wrong, it's very wrong." Wright went on to explain that being brief on mobile is very important. The phone is also a great medium for campaigns that involve coupons, short video or click-to-call instructions.

"It's not just a small PC, it is something wonderful — it's mobile," said Wright. "There is a lot you can do that's response focused and its easy and inexpensive."

 

Top-Notch Leads Create Expo Hall Buzz

 

By Thomas Haire (thaire@questex.com)

SAN DIEGO — Leads, leads and more leads — that was the word from exhibiting companies and show floor attendees following Response Expo on May 6-8. Just listen to some of those who spent a great deal of time in the bustling Expo hall:

• I was impressed that the caliber of attendees even trumped last year's," says Kristy Pinand-Dumpert, vice president of sales and marketing for Concepts TV Productions in Boonton, N.J.

• A good amount of business was conducted throughout the event. All the work put into Response Expo was obvious from the way things ran and the mood of the crowd," contends Dan Casey, executive vice president of sales and marketing for Santa Monica, Calif.-based Revenue Frontier.

• We had many quality leads, and the traffic on the trade-show floor was phenomenal," avers Greg Sarnow, founder of the Direct Response Academy in Austin, Texas.


These are just examples of the feedback received by Expo staff during and after the event, which drew more than 1,600 attendees. Many commented immediately on the quality of the leads they were getting during meetings on the Expo Hall floor.

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