Electronic Retailer - February 2012 - (Page 40)

What Your Consumer Says About You Matters The marriage of customer testimonials and social media is unveiling legal issues that the FTC and the industry must quickly balance in order for direct response to maintain its integrity. I 40 BY PETER MARINELLO landscapes of up to 30 minutes in which to tell a compelling story and, not incidentally, sell their product. Of course, with this greater creative expanse came the conundrum of utilizing it in a way that would engage and retain viewers as well as convince them of the usefulness of the products and services. Predictably, it didn’t take very long for savvy marketers to incorporate the most effective and time-tested technique to sell their products – that is, have a satisfied customer talk about his or her experience to a captivated audience. Sure, the question of whether the “customer” who talks about the product is actually an authentic user of the product In the 1980s, the advertising industry first took notice of how infomercial and short-form direct response marketing broadcasts could be game-changers with respect to how advertisers communicate with their target audience. As cable television began proliferating in homes, networks working in the deregulated environment welcomed this new advertising medium into their programming repertoire as a means to fill late-night and early morning hours with programming that was kitschy and inexpensive. Similarly, creative marketers suddenly found themselves free from the traditional constraints of the 30-second canvas and, instead, were presented with electronicRETAILER | February 2012 http://www.electronicretailermag.com

Table of Contents for the Digital Edition of Electronic Retailer - February 2012

Calendar of Events - Upcoming Industry Events February through May
Your Association, Your Bottom Line
Industry Reports - Connect, Collaborate and Discover with MyERA
FTC Forum - Where the FTC Says Facebook Went Wrong
eMarketer Research - Who is the U.S. Hispanic Market?
IMS Retail Rankings - The Top 25 Shows and Spots
Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
From the Executive’s Desk - Create the Complete Package
DR Disruption
Bienvenido a Miami!
Interactive TV: Just a Click Away
What Your Consumer Says About You Matters
Guest Viewpoint - For Hispanic Vote, the Campaign is On
Guest Viewpoint - Own Your Own Online Media
DRTV - Supporting Retail: Is This the Answer?
Fulfillment - Are You Delivering a Great Customer Experience?
Teleservices - Stop Losing Thousands of Leads
Member Spotlight
Advertiser Spotlight - Highlighting This Month’s Advertisers
Bulletin Board - DG and Discovery Launch Digital Distribution System
Advertiser Index
Rick Petry - MINI Me

Electronic Retailer - February 2012